Snapchat Conversions API is a structured, privacy-centric interface that allows you to directly pass key marketing events to Snapchat via a Server-to-Server (S2S) integration.
You can pass back website purchases from your source CRM or tool via LeadsBridge to optimize Snapchat ad delivery for future campaigns.
Consistently sharing this data with Snapchat improves targeting and helps reduce CPL in upcoming campaigns.
Let’s see how to get this accomplished using the Snapchat Conversions API integration between Snapchat Lead Generations ads and your preferred CRM/tool.
First, you need to set up the bridge between the Snapchat Lead Generation Ads integration and your preferred Destination.
After setting up the bridge to download your Snapchat leads to your Destination, you can report converted leads to Snapchat Ads using the Snapchat Conversions App. Doing this can help you receive higher-quality leads from Snapchat Leads Generation ads campaigns.
Getting Started
Let’s create the flow that reports Converted Leads to Snapchat Ads!
Step 1: Check Snapchat Requirements
While creating the bridge with Snapchat Conversions API, you need to ensure you connected your Ad account (or selected an existing one from the dropdown if you have already connected it). You will be prompted to the Ad platform authorization experience. Here you will need to grant LeadsBridge access by clicking on the Authorize button:
Step 2: Set up the Snapchat Pixel
You can use your existing Pixel to connect with Snapchat Conversions API integration. If you don’t have a Pixel set up in Snapchat Ads Manager, please follow the instructions HERE.
Step 3: Set up Snapchat Conversions API
1. Click on the Create New Bridge button from your LeadsBridge account
2. Choose the apps you want to connect:
This is the first part of the Sources step; in this step, you should select the CRM or Platform from which LeadsBridge will retrieve your data. We’ll use Salesforce integration as an example, but you can use many other integrations available for Audiences. Once done, we can select the Destination settings.
3. In the Destination field, select the Event in Snapchat Ads Manager where you want to attribute conversions—such as your primary Snapchat Pixel (recommended) or a specific Event created for your Lead Generation campaign. Then, confirm the Organization and Customer Ad Account associated with that Event within Snapchat.
In our example, we are going to send Offline events (e.g. your client purchases in store) to the “LB Test” Snapchat event name every 24 hours.
Snapchat Conversions API supports two types of events:
- Web events
- App events
4. Pixel settings: in this section, you should select the Pixel to which you want to send your data.
- In the Pixel dropdown, choose between creating a new Conversions API or use your primary pixel to efficiently deduplicate conversion events at scale. You can easily create it from the bridge using the + Create button in the Destination settings.
- Under the Sync Each dropdown, you should define the Sync frequency you would like to use; we recommend using the 24-hour sync frequency.
- Then, in the Start Sync At dropdown, you may choose at which specific time of the day you would like to start the syncing process; we advise you to leave it as Automatically Detected.
- In this last selection option, you may set your Bridge on Live Sync and start sending your data into your Snapchat Pixel, or set it as Simulation and allow LeadsBridge to elaborate and validate your source data, excluding the syncing process. Thanks to this latter option, you will be able to double-check the information sent to Snapchat when you set the Bridge to Live Sync mode.
- Finally, click on the Continue button
5. Source Filter:
If you click on Add Filter for Incoming Leads, you will define Conditions on which you can set further segmentation filters for your contacts. In this way, you may allow contacts to be sent into your Snapchat Pixel based on some conditions like, for instance, a filter that will only allow the syncing of contacts that have been assigned a specific State or Stage in your CRM.
After you have selected your Segmentation and optionally assigned your Source Filter, you can click on Save Changes to continue with the following step.
6. Fields Mapping: This is the Fields Mapping step, and it is the most important part of the Bridge creation. In this step, LeadsBridge will ask you to do the mapping between the fields requested by Snapchat to recognize the Pixel with your CRM data.
Make sure to map every mandatory value marked with a blue star. As Action Source , Event name, Event source url , and Event time are mandatory values, so you should map them accordingly.
- Actions Source: You need to provide the source value where the event took place. It is required for all web and app events. Use the appropriate value accordingly: WEB, OFFLINE or MOBILE_APP.
- Event name:
- If you are creating only one bridge because you can retrieve this value from one of your source fields, simply select one of the fields from your source and map its value to the Event Name. We will include it in the payload for Snapchat.
- If this value cannot be found within the fields that come from your source, you will need to set a static value here and create multiple bridges with different hardcoded values (for instance, one selecting WEB for your online sales and one selecting OFFLINE for your in-store sales). To set a static value for one of the mapped fields, in the mapping of the field, click on the empty source field, type the name of the field, and select the Create text option.
- **Possible Events:**PURCHASE, SAVE, START_CHECKOUT, ADD_CART VIEW_CONTENT, ADD_BILLING SIGN_UP, SEARCH PAGE_VIEW, SUBSCRIBE, AD_CLICK AD_VIEW, COMPLETE_TUTORIAL, LEVEL_COMPLETE, INVITE, LOGIN, SHARE, RESERVE, ACHIEVEMENT_UNLOCKED, ADD_TO_WISHLIST, SPENT_CREDITS, RATE START_TRIAL, LIST_VIEW, APP_INSTALL, APP_OPEN, CUSTOM_EVENT_1, CUSTOM_EVENT_2, CUSTOM_EVENT_3, CUSTOM_EVENT_4, CUSTOM_EVENT_5
- Event time: Select from the fields of your source the one that represents the event time for this particular event. Note that we need to select a field with the value of a timestamp of type Date/Time.
- Event source url: The URL of the web page where the event took place should be selected as a source static or dynamic field. Must include protocol (eg http, https). When website events are being shared via Conversions API, the event_source_url field is required.
- Value: This numeric value is associated with the specific event.
- Currency: This represents the currency associated with the value provided. Subset of standard ISO 4217 code supported currencies: USD, AED, AUD, BGN, BRL, CAD, CHF, CLP, CNY, COP, CZK, DKK, EGP, EUR, GBP, GIP, HKD, HRK, HUF, IDR, ILS, INR, JPY, KRW, KWD, KZT, LBP, MXN, MYR, NGN, NOK, NZD, PEN, PHP, PKR, PLN, QAR, RON, RUB, SAR, SEK, SGD, THB, TRY, TWD, TZS, UAH, VND, ZAR, ALL, BHD, DZD, GHS, IQD, ISK, JOD, KES, MAD, OMR, XOF
Important note: Value and Currency fields are not mandatory and could be left empty in the bridge. Still, if you set the Event n ame as “PURCHASE”, Value and Currency fields should not be empty in the bridge.
7. Click on the Save & Publish button.
Now you’re all set! You can hit the History button for each of them. This will show you what happened in all the previous uploads.
For each of these uploads, you can even download a CSV file with a detailed list of all the records we tried (successfully or not) to upload to the Snapchat Pixel.
Step 4: Send a Test to Snapchat
You can verify that the event was received on Snapchat by using the Events Manager. In this case, we see that Sign-up events have been received.
Important note: It may take several hours for events to appear in the Events Manager.
Step 5: Start with your Live Syncing
When the sync period begins, your Bridge will start the elaboration and validation of your Source data and, if you have set your Bridge on Live Sync, LeadsBridge will sync the data to your Snapchat Pixel.
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