Snapchat parent company Snap is set to roll out a tool that will help advertisers to measure whether their ad campaigns have had the desired result.
Snap to Store enables advertisers to leverage the vast amount of location-based data that Snap has available from the Snapchat app.
Snap has been testing the Snap to Store product with a handful of marketers – including Paramount Pictures and 7-Eleven – since last year. The company is now said to be planning a wider rollout to more brands, while providing a more robust data set and a proprietary digital dashboard, according to a report from the Wall Street Journal.
“We recently developed our own Snap-to-Store measurement product using the location-based features of the Snapchat application to determine the increase in store visits after viewing an advertising campaign,” said Snap in the SEC filing before its IPO.
It stated that it used Snap to Store to find that a sponsored geofilter promoting Wendy’s Jalapeño Fresco Chicken Sandwich drove over 42,000 incremental people to a Wendy’s restaurant within seven days of viewing the geofilter.
According to a diagram in Snap’s filing, the Snap to Store product works by tracking people who have viewed their friend’s Snaps featuring a special sponsored geofilter. Snap then analyses the number of people that visit the store within seven days of viewing the Snap, and compares this number to the those that didn’t see the Snap, to determine visitation lift.