Snapchat Conversions API (Actions)

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Destination Info

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.

To send events to Snap, you must add a Pixel ID for web and offline conversions or a Snap App ID and App ID for mobile conversions. If missing, events will fail.

Destination Settings

Setting Description
App ID Required.

The unique ID assigned for a given application. It should be numeric for iOS, and the human interpretable string for Android. Required for app events.
Pixel ID Required.

The Pixel ID for your Snapchat Ad Account. Required for web and offline events.
Snap App ID Required.

The Snap App ID associated with your app. This is a unique code generated in Snapchat Ads Manager and included in your MMP dashboard. Required for app events.

Available Presets

Snapchat Conversions API has the following presets:

Preset Name Trigger Default Action
Share Event event = "Product Shared"
 Report Conversion Event
Add to Wishlist Event event = "Product Added to Wishlist"
 Report Conversion Event
Add Billing Event event = "Payment Info Entered"
 Report Conversion Event
Search Event event = "Products Searched"
 Report Conversion Event
View Content Event event = "Product Viewed"
 Report Conversion Event
Page View Event type = "page"
 Report Conversion Event
Add to Cart Event event = "Product Added"
 Report Conversion Event
App Open Event event = "Application Opened"
 Report Conversion Event
Sign Up Event event = "Signed Up"
 Report Conversion Event
Purchase Event event = "Order Completed"
 Report Conversion Event
App Install Event event = "Application Installed"
 Report Conversion Event
Start Checkout Event event = "Checkout Started"
 Report Conversion Event
Login Event event = "Signed In"
 Report Conversion Event
List View Event event = "Product List Viewed"
 Report Conversion Event

Available Actions

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

Mapping limits per destination

Individual destination instances have support a maximum of 50 mappings.

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

Field Description
Products Type: OBJECT

Use this field to send details of mulitple products / items. This field overrides individual ‘Item ID’, ‘Item Category’ and ‘Brand’ fields. Note: total purchase value is tracked using the ‘Price’ field
Event Type* Type: STRING

The conversion event type. For custom events, you must use one of the predefined event types (i.e. CUSTOM_EVENT_1). Please refer to the possible event types in Snapchat Marketing API docs.
Event Conversion Type* Type: STRING

Where the event took place. This must be OFFLINE, WEB, or MOBILE_APP.
Event Tag Type: STRING

Custom event label.
Event Timestamp* Type: STRING

The Epoch timestamp for when the conversion happened. The timestamp cannot be more than 28 days in the past.
Email Type: STRING

Email address of the user who triggered the conversion event. Segment will normalize and hash this value before sending to Snapchat. Snapchat requires that every payload contain values for Email or Phone Number or Mobile Ad Identifier or both IP Address and User Agent fields. Also see Segment documentation.
Mobile Ad Identifier Type: STRING

Mobile ad identifier (IDFA or AAID) of the user who triggered the conversion event. Segment will normalize and hash this value before sending to Snapchat. Snapchat requires that every payload contain values for Email or Phone Number or Mobile Ad Identifier or both IP Address and User Agent fields. Also see Segment documentation.
uuid_c1 Cookie Type: STRING

Unique user ID cookie. If you are using the Pixel SDK, you can access a cookie1 by looking at the _scid value.
Identifier for Vendor Type: STRING

IDFV of the user’s device. Segment will normalize and hash this value before sending to Snapchat.
Phone Number Type: STRING

Phone number of the user who triggered the conversion event. Segment will normalize and hash this value before sending to Snapchat. Snapchat requires that every payload contain values for Email or Phone Number or Mobile Ad Identifier or both IP Address and User Agent fields. Also see Segment documentation.
User Agent Type: STRING

User agent from the user’s device. Snapchat requires that every payload contain values for Email or Phone Number or Mobile Ad Identifier or both IP Address and User Agent fields. Also see Segment documentation.
IP Address Type: STRING

IP address of the device or browser. Segment will normalize and hash this value before sending to Snapchat. Snapchat requires that every payload contain values for Email or Phone Number or Mobile Ad Identifier or both IP Address and User Agent fields. Also see Segment documentation.
Item Category Type: STRING

Category of the item. This field accepts a string.
Brand Type: STRING

Brand associated with the item. This field accepts a string or a list of strings
Item ID Type: STRING

Identfier for the item. International Article Number (EAN) when applicable, or other product or category identifier.
Description Type: STRING

A string description for additional info.
Number of Items Type: STRING

Number of items. This field accepts a string only. e.g. “5”
Price Type: NUMBER

Total value of the purchase. This should be a single number. Can be overriden using the ‘Track Purchase Value Per Product’ field.
Currency Type: STRING

Currency for the value specified as ISO 4217 code.
Transaction ID Type: STRING

Transaction ID or order ID tied to the conversion event. Please refer to the Snapchat Marketing API docs for information on how this field is used for deduplication against Snap Pixel SDK and App Ads Kit events.
Level Type: STRING

Represents a level in the context of a game.
Client Deduplication ID Type: STRING

If you are reporting events via more than one method (Snap Pixel, App Ads Kit, Conversions API) you should use the same client_dedup_id across all methods. Please refer to the Snapchat Marketing API docs for information on how this field is used for deduplication against Snap Pixel SDK and App Adds Kit events.
Search String Type: STRING

The text string that was searched for.
Page URL Type: STRING

The URL of the web page where the event took place.
Sign Up Method Type: STRING

A string indicating the sign up method.
OS Version Type: STRING

The user’s OS version.
Device Model Type: STRING

The user’s device model.
Click ID Type: STRING

The ID value stored in the landing page URL’s &ScCid= query parameter. Using this ID improves ad measurement performance. We also encourage advertisers who are using click_id to pass the full url in the page_url field. For more details, please refer to Sending a Click ID

By default, all mappings are sent as WEB conversions. If you want to send events as mobile or offline conversions, update the Event Conversion Type in each mapping to be MOBILE_APP or OFFLINE.

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.

Segment does not have client-side destinations for the Snap Pixel or Snap App Ads Kit (SDK). If you choose to integrate client-side, these must be implemented natively. See Snapchat’s Install Snap Pixel and App Ads Kit for implementation details.

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

If you hash identifiers upstream before sending to Segment, Segment still hashes that data before sending to Snap. This results in a double hash that won’t be able to be matched on. Please ensure your fields are not hashed prior to sending through the Snapchat Conversions API destination.

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.

This page was last modified: 23 Oct 2023

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