Snap Pixel is a custom conversion tracking pixel created by Snapchat to help advertisers track conversions from Snapchat ads. The Snap Pixel helper makes it easy for advertisers to install the Snap Pixel on their website to start tracking conversions.
What is the Snap Pixel?
The Snap Pixel is a piece of code provided by Snapchat that you can add to your website. It allows you to track actions people take on your website after seeing or engaging with your ads on Snapchat.
Some examples of actions you can track with the Snap Pixel include:
- Purchases
- Adding items to cart
- Completing a lead form
- Viewing key pages
The Snap Pixel works similarly to the Facebook pixel. It fires on your website to record these actions, which then allows Snapchat to provide you with reports on conversions from your Snapchat ads.
Why should you use the Snap Pixel?
Here are some of the key reasons to use the Snap Pixel on your website:
- Track conversions from Snapchat ads – See what actions people take after viewing or engaging with your ads.
- Optimize ads – Identify which ads are driving the most valuable conversions so you can double down on what’s working.
- Unlock additional Snapchat targeting – Conversion data can unlock additional Facebook Custom Audiences you can target with future ads.
- Provides metrics for ROI – Track revenue and conversion value from Snapchat ads to understand and improve ROI.
How does the Snap Pixel helper work?
The Snap Pixel helper is a tool provided by Snapchat to make it as easy as possible to add the Snap Pixel code to your website. Here is an overview of how it works:
- Get Snap Pixel ID – When setting up conversion tracking in Snapchat ads manager, you’ll get a unique Snap Pixel ID for your account.
- Install helper – Go to Snapchat’s Pixel helper page and enter your Snap Pixel ID. This will provide you with some code.
- Add code to website – Copy the provided code and add it to every page of your website that you want to track.
- Test pixel – Use Snapchat’s pixel tester to test that the Snap Pixel is properly firing on your website.
- Track conversions – Now the Snap Pixel will fire and conversions will be tracked for your Snapchat ads account.
The key advantage of using the helper is that it provides you with the necessary pixel base code already customized for your account ID. This makes it quick and easy to get the pixel implemented across your site.
Step-by-step guide to install Snap Pixel
Let’s walk through a step-by-step guide to using the Snap Pixel helper to install the Snap Pixel.
1. Get your Snap Pixel ID
First, you need to get your unique Snap Pixel ID from Snapchat Ads Manager. Here’s how:
- Go to the Snapchat Ads Manager dashboard and click on the Tools menu.
- Under Measurement, click on “Pixel”.
- Click on “Get Started”.
- Give your Snap Pixel a name and click “Create Pixel”.
- You will now see your unique Snap Pixel ID. Copy this ID.
2. Use the Snap Pixel Helper
Next, go to Snapchat’s Pixel Helper page while logged into your Snapchat Ads Manager account. The helper page can be found at: https://ads.snapchat.com/pixel-helper/
On this page, paste your Snap Pixel ID into the box and click “Get Code”.
This will generate the necessary pixel code, already customized with your Snap Pixel ID.
3. Copy website tracking code
You’ll see two pieces of code that you need to copy:
- Global site tag (GST) – Copy all of this code
- Page view tag – Copy only the single line of code highlighted
4. Add GST to website
The global site tag code needs to be added to the
section of every page of your website. The best practice is to add it immediately before the closing tag.
If you are using Google Tag Manager, you can simply paste the GST code there.
5. Add page view tag to website
Take the single line of page view tag code and paste it into the body of each page you want to track conversions on, immediately before the closing tag.
Again, if using Google Tag Manager, you can add the page view tag there.
6. Test the Snap Pixel
To confirm your Snap Pixel is setup properly, use Snapchat’s Pixel Tester tool available in the Snapchat Ads Manager under the Tools > Pixel menu.
Enter a URL from your website and it will check that the Pixel is installed and firing.
Once this test passes, your Snap Pixel is ready to start tracking conversions from Snapchat ads!
Where exactly to install the Snap Pixel code?
The key to getting accurate conversion tracking is making sure the Snap Pixel code is installed on every page of your website that contains a conversion event you want to track.
Here are some recommendations on where to place the code:
Global site tag
The global site tag (GST) code should be added to the
section of every page. Add it immediately before the closing tag.
Page view tag
- Product pages – Add to all product pages to track views, adds to cart, purchases.
- Shopping cart/checkout pages – Add to cart and checkout process to track full purchase funnel.
- Lead generation pages – Any page with a lead form like contact, download content, sign-up pages.
- Account registration – On account creation thank you page to track sign-ups.
For each of these pages, add the page view tag code immediately before the closing tag.
How to validate your Snap Pixel is working
It’s important to validate that your Snap Pixel has been installed correctly and is properly tracking events. Here are a few ways to test it:
Use the Snapchat Pixel Tester
This is an easy way to confirm the pixel is firing on your pages. Just enter URLs into it and check that it detects the pixel.
Tag Assistant browser extension
Tools like the Facebook Tag Assistant extension for Chrome can be used to detect if the Snap Pixel is present on your pages.
Snapchat pixel helper debugger
When you first get your Snap Pixel code from the helper tool, it includes a debugger script. Keep this in place temporarily and you can view debug data in the browser console to see pixel events firing.
Look for data in Ads Manager
Within 24-48 hours check your Snapchat Ads Manager account for events and conversion data coming through from the pixel.
Troubleshooting guide
If you’ve installed the Snap Pixel but aren’t seeing any events or conversion data, here are some things you can check:
1. Confirm pixel is installed on all pages
Make sure you’ve added the full global site tag to the head of all pages, and the page view tag before the body tag closes on conversion pages.
2. Check all tags are pasted correctly
Be sure there are no errors in the tags – go back and copy/paste the code snippets directly from the Snap Pixel helper again if needed.
3. Use the debugger
The debugger code will let you see pixel activity in the browser console. Check here to see if the tags are firing.
4. Try troubleshooting tools
Pixel helper extensions like Facebook’s Tag Assistant can identify any setup issues preventing the pixel from firing.
5. Check website tag manager
If using something like Google Tag Manager or Adobe DTM, confirm the Snap Pixel tags have been properly entered and published there.
6. Test different web pages
Try testing the pixel on different conversion pages using the Pixel Helper Tool. This can help identify if the issue is page-specific.
7. Check site privacy extensions
Some ad-blockers, Facebook pixel blockers, or privacy extensions may be blocking the Snap Pixel. Test turning off extensions temporarily.
8. Contact Snapchat support
If you can’t resolve the issue on your own, reach out to Snapchat’s customer support for additional help troubleshooting.
Best practices for setting up Snap Pixel
Here are some recommended best practices when installing and configuring your Snap Pixel:
- Use the Snap Pixel helper – Don’t try manually installing the base code.
- Add pixel to every page – Install at least the global site tag sitewide.
- Focus page view tag on conversion events – Add to product, cart, lead pages.
- Put tags near closing body tag – For best tracking.
- Use Google Tag Manager – Makes tag management easier.
- Check tags withdebugger – Provides visibility into pixel activity.
- Test pixel firing with tools – Confirm it is working correctly.
- Document your implementation – Note pages where pixel is installed for reference.
Conclusion
Installing the Snap Pixelwith the helper provides an easy way to add conversion tracking for your Snapchat ad campaigns. By following best practices like adding it to all pages and thoroughly testing it, you can feel confident you will accurately track conversions generated from Snapchat.
Once implemented, be sure to monitor conversion metrics in Snapchat Ads Manager regularly. Use these insights to optimize your ad targeting, creative, and budget to maximize ROI.
With the Snap Pixel properly collecting activity data from your website, you’ll be equipped to gain a clear view of your campaigns’ performance and make data-driven decisions to improve your Snapchat ad results.