Snapchat is making it easier for content marketers to track important cross platform metrics for their ad campaigns, after rolling out its ‘Snap Pixel’ feature to a wider audience.
The need for precise measurements for creative videos published on social has been a hot topic this year, as marketers often feel they are unable to determine exactly how content is resonating with target audiences. The major players in the industry have been making moves to change that in recent months, and now Snapchat has followed suit.
The new ‘Snap Pixel’ tool is effectively a piece of code capable of tracking ads, so brands know when they have been viewed somewhere in the digital realm. The tool should provide companies with more meaningful insights so they can better optimise their content and ad strategies across different channels.
“It lets marketers measure the revenue, performance, growth, and acquisition driven by Snapchat–such as website visits, purchases, and sign-ups–across devices,” Snapchat said. “Over the coming months, we’ll release additional features beyond measurement — such as custom audience creation and real-time optimization — designed to help businesses drive the most meaningful user actions for them.”
For now, Snap Pixel will be only be used for measurement purposes. But an update later this year is expected to open up retargeting capabilities so brands can hone in on groups and audiences depending on their activities. Marketers will be able to access and analyse data sets collected within 28 days of a viewer engaging with a piece of content.