Snapchat Conversions API (Actions)

The Snapchat Conversions API destination is a server-to-server integration with the Snapchat Conversions API that allows advertisers to pass web, app, and offline events from Segment directly to Snap. Data shared through the Snapchat Conversions API is processed similarly to events passed through the Snap Pixel or App Ads Kit (SDK). By passing events, advertisers can access post-view and post-swipe campaign reporting to measure performance and incrementality. Depending on the data shared and timeliness of integration, it’s also possible to use events passed through the Conversions API for solutions such as custom audience targeting, campaign optimization, Dynamic Ads, and more.

Benefits of the Snapchat Conversions API

The Snapchat Conversions API destination provides the following benefits:

• Clear mapping of data. Actions-based destinations enable you to define the mapping between the data Segment receives from your source and the data Segment sends to Snap.
• Prebuilt mappings. Mappings for Snap event types, like PURCHASE and ADD_CART, are prebuilt with the prescribed parameters and available for customization.
• Streamlined stability and security. Integrate and iterate without client-side limitations, like network connectivity or ad blocker issues.
• Privacy-focused. Support compliance with rapidly evolving requirements with automatic PII hashing and flexible controls that let you adapt what data you share.
• Data normalization. Data is normalized before it is hashed to ensure the hashed value matches across sources and is in line with Snap data requirements.
• Maximum event measurement. Capture more events with improved accuracy across different browsers, apps, and devices to get a unified view of your customer’s journey from page view to purchase.

Getting started

1. From the Segment web app, click Catalog, then click Destinations.
2. Search for “Snapchat Conversions API” in the Destinations Catalog, and select the destination.
3. Click Configure Snapchat Conversions API in the top-right corner of the screen.
4. Select the source that will send data to Snapchat Conversions API and follow the steps to name your destination.
5. On the Settings tab, authenticate with Snap using OAuth. Click Connect to Snapchat Conversions API. Follow the prompts to authenticate using OAuth, with a Snapchat login that is a member of the Snapchat Ads account you want to connect.
6. Add your Snap Pixel ID if you plan to send web or offline events. If you plan to send app events, add your Snap App ID and App ID.
7. Enable the destination and click Save.
8. Follow the steps in the Destinations Actions documentation on Customizing mappings.

Destination Settings

Available Presets

Snapchat Conversions API has the following presets:

Available Actions

Build your own Mappings. Combine supported triggers with the following Snapchat Conversions API-supported actions:

• Report Conversion Event

• Snap Browser Plugin

Report Conversion Event

Report events directly to Snapchat. Data shared can power Snap solutions such as custom audience targeting, campaign optimization, Dynamic Ads, and more.

Report Conversion Event is a Cloud action.

Click to show / hide fields

Snap Browser Plugin

Enriches all Segment payloads with Snap click_id Querystring and _scid Cookie values

Snap Browser Plugin is a Web action. The default Trigger is: type = "track" or type = "identify" or type = "page" or type = "group" or type = "alias"

This action does not have any fields.

FAQ and Troubleshooting

Invalid token error

If you’re experiencing 400 Bad Requests errors related to an invalid token, follow these instructions to reauthorize your account:

• On the Settings tab, authenticate with Snap using OAuth.
• Click Connect to Snapchat Conversions API.
• Follow the prompts to authenticate using OAuth with a Snapchat login. Use a Snapchat login that is a member of the Snapchat Ads account you want to connect.

Deduplication with the Snap Pixel or App Ads Kit (SDK)

There are many ways to send conversion data to Snap, including through the Snap Pixel, App Ads Kit or Conversions API. Snap recommends sending redundant data across sources to ensure the best optimization, targeting, and measurement capabilities. The Client Deduplication ID, Transaction ID, and Mobile Ad Identifier are used by Snap to deduplicate events across sources. Please see below for guidance on when to use each field for deduplication.

• Web: Snap Conversions API and PixeI
  • Use the Client Deduplication ID for unique events
  • Use Transaction ID and Price for PURCHASE events
• Mobile: Any combination of Snap Conversions API, MMP, or App Ads Kit
  • Use a Mobile Ad Identifier
  • Use Transaction ID for PURCHASE events
• Offline: Snap Conversions API and UI Upload
  • Use the Client Deduplication ID for unique events
  • Use Transaction ID and Price for PURCHASE events

The Client Deduplication ID allows for a 48-hour deduplication window. The Transaction ID is only eligible for PURCHASE events and allows for a 30-day deduplication window. See Snapchat’s Marketing API documentation and Business Help Center for more information.

Latency

It may take up to 1-hour for events to appear in the Snapchat Events Manager.

Other events

If you want to send a Snap Event Type that Segment doesn’t have a prebuilt mapping for, you can use the Report Conversion Event action to send the event. For example, if you want to send a START_TRIAL event:

1. Create a mapping for Report Conversion Event.
2. Set up your Event Trigger criteria for trial starts.
3. Input a literal string of “START_TRIAL” as the Event Type.

The Snapchat Conversions API only supports sending Event Types that are in the predefined event_type list. This includes custom events. You must use CUSTOM_EVENT_1, CUSTOM_EVENT_2, CUSTOM_EVENT_3, CUSTOM_EVENT_4, or CUSTOM_EVENT_5 as the Event Type. Events sent with an invalid event type will fail with an Unrecognized event type error.

Single or multiple products or items

It’s possible to send details of either single or multiple products/items in a single conversion event.

• Single product/item: Use the “Item ID”, “Item Category” and “Brand” fields.
• Multiple products/items: Use the “Products” field which accepts an array of products / items.

Specifying the total value of a purchase

The “Price” field should be used when specifying the total value of a purchase, and should contain a numeric value only. e.g. 99.5.

Required parameters and hashing

To match visitor events with Snapchat ads, Snap requires that one or a combination of the following parameters are sent to the Conversions API:

• Email
• Phone Number
• Mobile Ad Identifier
• IP Address and User Agent

When possible, Snap also recommends passing other parameters to improve performance. Please see Snapchat’s Marketing API documentation for more details. These parameters can be configured under each Mapping.

In addition, Segment creates a SHA-256 hash of the following fields before sending to Snap:

• Email
• Mobile Ad Identifier (IDFA or AAID)
• Identifier for Vendor (IDFV)
• Phone Number
• IP Address

Support

The Snap team owns and maintains the Snapchat Conversions API destination.

• For general Segment questions, including issues with event data not being sent to the Snapchat Events Manager, please contact Segment support.
• For questions regarding campaign setup and performance, audience targeting, or additional API functionality, please contact your Snap representative.