Snapchat adds new measurement tool to track mobile ad conversions

Snap is going to make it easier for advertisers to track people on mobile and desktop devices who saw an ad on Snapchat and later took action by unveiling a new conversion tracker. The latest addition works even if consumers did not immediately follow a call-to-action.

The Snap Pixel tool lets marketers determine a range of measurements to track their revenue and campaign performance, by assessing website visits, purchases as well as other calls to action.

Over the coming weeks, Snap will be launching the tracking tag for all marketers using Snapchat, including those using its self-serve platform. Audience creation and real-time optimization are also set to follow over the coming months.

Pixels can be set up within the Ad Manager and measurements can be taken for up to 28 days after ad engagement.

However, Snap Pixel is restricted to vertical video ads, not Sponsored Lenses or Geofilters.

Among the first brands to test Snap Pixel is the TechStyle Fashion Group which includes fashion brands JustFab, Fabletics and ShoeDazzle.

According to TechStyle, the cost per purchase was up to 60% lower than its goal across its brands, whilst cost per sign-up decreased by up to 50% for each brand.

Meanwhile, ShoeDazzle achieved 63% lower cost per purchase and 48% lower cost per sign-up.

Although the tool will be initially used to measure brand conversions, Snap Pixel could be used to retarget consumers who visited a brand’s site eventually.

The addition aligns Snapchat more closely with large competitors such as Facebook and Google, all of which provide conversion tracking.