Snapchat introduces solution for cross-platform tracking

SnapchatSnapchat has launched a conversion tracking tool, enabling marketers to track people across mobile, tablet and desktop owned online environments.

Snap Pixel enables marketers to measure the revenue, performance, growth, and acquisition that Snapchat has driven across devices. This includes being able to measure website visits, purchases, and sign-ups.

Snap says it will introduce features such as custom audience creation and real-time optimisation in the coming months.

Pixels are generated directly in the Snapchat Ad Manager by advertisers, where they select a website to track. Once it has been setup, results are measured for up to 28 days after someone has viewed or engaged with an ad.

One of the first advertisers to trial Snap Pixel was the TechStyle Fashion Group, which boasts eCommerce brands such as JustFab, Fabletics and ShoeDazzle.

TechStyle is said to have seen its cost per purchase sit at 40 to 60 per cent lower than its goal across all its brands, just 24 hours after someone saw one of its ads. In addition, it achieved a cost per sign-up 30 to 50 per cent under its goal for each brand.

ShoeDazzle, alone, was able to drive a cost per purchase 63 per cent under goal, and a cost per sign-up 48 per cent under.

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