Snaplytics has launched its Snapchat marketing insights platform out of beta.

Snaplytics SaaS (Software as a Service) offering captures usage statistics for Stories posted through the messaging app. Its dashboard covers metrics including open rates, new followers, and screengrabs taken.

This data is being aggregated to create an industry benchmark for Snapchat,  in order to offer customers additional insights how to evaluate their own performance.

“We understand that Snapchat is a very difficult platform to quantify, because everything disappears after 24 hours and if you are not paying careful attention and grab a screenshot of the stats as they close, but just before the 24 hours expire, you lose it,” said Snaplytics CEO and founder Thomas Cilius. “Many brands and agencies have marketers very excited to use Snapchat effectively, and our solution completely automates the process and is scalable, giving insights that are easy to interpret and delivering data a marketer needs to create better and more engaging content.”

Since it began its beta 12 months ago, Snaplytics has signed up around 200 brands and agencies as clients, including Ben & Jerry’s, Vodafone and Marriott.

“The dashboard shows us easy-to-understand data analytics without any of the tedious manual efforts we had to go through before – at precisely 23 hours and 59 minutes after we posted a story,” said Brodie OBrien, assistant marketing manager for Ben & Jerrys. “This saves us time and gives us valuable insights into the effectiveness of our Snapchat stories from a range of different metrics.”