Snapchat Ads

Snapchat reaches a predominantly Gen Z and Millennial audience through mobile first vertical video and augmented reality formats. It tends to drive attention and brand engagement rather than a click that closes immediately, which makes it exactly the sort of channel that looks weak in last click reporting and considerably stronger in a properly specified model.

Connecting Snapchat means its contribution gets measured rather than assumed.

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Work in progress. In the 4.0 build this connector is not yet selectable from the Add Integration catalogue. The steps below describe the connection flow it will use, and match how Snapchat Ads works in the current production release.

What Lifesight brings in

Lifesight reads the Snapchat hierarchy:

Ad Account the account holding the spend
Campaign where the objective is set
Ad Squad where audience, budget and schedule live
Ad the individual creative

The data pulled includes:

Category	Data points
Performance metrics	Spend, Impressions, Swipe Ups, Click Through Rate, Video Views
Conversion metrics	Purchases, Add to Cart, Sign Ups, Conversion Value
Cost metrics	Cost Per Click, Cost Per Mille
Hierarchy dimensions	Account Name, Campaign Name, Ad Squad Name, Ad Name
Targeting dimensions	Country, Region, Device, Objective

Before you start

You need a Snapchat account with access to the Snapchat Ads accounts you want to sync, granted through Snapchat Business Manager. Read access is enough.

Connecting Snapchat Ads

Go to Data > Integrations and click Add Integration.
Search for Snapchat and click Connect on the tile.
On the Authenticate step, click Sign in.
Log in with your Snapchat credentials and approve the access requested.
On the Select Accounts step, tick the ad accounts you want to sync.
Click Connect.

After connecting

Check the field mappings in Data > Data Transformation, then classify the campaigns in Data > Data Taxonomy.

Snapchat is usually best treated as an upper funnel tactic. If you classify it alongside your other video and awareness activity rather than lumping it in with performance channels, the model can estimate the effect of that whole tier of spend rather than trying to explain one small platform on its own.

Troubleshooting

Ad accounts are not listed. Your Snapchat user has not been granted access in Business Manager. Ask the admin to add you, then sign in again.

Swipe ups look low compared to clicks elsewhere. That is a real difference in user behaviour and format rather than a data problem. It is one of the reasons click based comparison across platforms is misleading and modelled comparison is not.

The integration went to Reconnect. Authorisation expired or was revoked. Open the integration and sign in again.