The Snapchat pixel is a tracking tool that allows businesses to collect data about their website visitors and customers. Much like the Facebook pixel, the Snapchat pixel gives marketers insight into how users interact with their website and ads. This data can then be used to optimize marketing campaigns and personalize the user experience. In this article, we will take a deep dive into the specific types of data the Snapchat pixel collects.
User device information
One of the main things the Snapchat pixel collects is information about the device the user is browsing from. This includes:
- Device type – Whether the user is on a desktop, tablet, or mobile device.
- Operating system – Such as iOS, Android, Windows, etc.
- Browser and version – The specific browser the user has and its version.
- Screen resolution – The size of the user’s screen.
- Device manufacturer – Such as Apple, Samsung, Dell, etc.
Knowing the device type and capabilities allows marketers to optimize the delivery of ads and content. For example, you may want to show certain creatives for mobile vs. desktop users. The operating system data can help with segmentation and personalization.
User identity and attributes
The Snapchat pixel can also pick up information to identify the user and discern their attributes/interests. This includes:
- IP address – The user’s unique IP address.
- Email address – If the user submits their email address on the website.
- Name – If the user provides their name on the site.
- Age and gender – As shared by the user or inferred.
- Likes/interests – Based on the content the user engages with.
- Snapchat account info – If the user has connected their Snapchat account.
Identifying information like name, email, and IP address allow marketers to tie website interactions to specific people. Interests and demographic data enables personalized messaging and segmentation.
On-site activity
The Snapchat pixel records many actions people take on your website. This includes:
- Pages visited – Which pages they land on and navigate to.
- Content views – What blog posts, videos, etc. they view.
- Buttons clicked – Any call-to-action buttons clicked.
- Forms submitted – Such as contact, lead gen, or signup forms.
- Purchases – Details on any online purchases made.
- Cart additions – Products added to the shopping cart.
- Search queries – Terms searched for on your website.
- Navigation pathways – How the user navigates through your site.
- Session duration – How long the user stays on the site.
- Referring site – What webpage or ad led the user to your site.
Tracking on-site activity provides marketers with crucial data on how users interact with their website and where they may be getting stuck. This can help identify opportunities to improve navigation, optimize page designs, fix technical issues, and boost conversions.
Ad exposure and engagement
For users who have engaged with your Snapchat ads, the pixel will collect data on:
- Impressions – How many times your ads were served to the user.
- Clicks – Instances when the user clicks your Snapchat ad.
- View duration – How long they viewed or interacted with the ad creative.
- Swipe up rate – For Snap ads, the rate of swiping up to visit your site.
This ad exposure data demonstrates how your campaigns are resonating and helps calculate conversion metrics. You can see what ad creatives and targeting parameters drive the highest engagement.
Remarketing and attribution
The Snapchat pixel supports remarketing and attribution capabilities. It can:
- Create custom audiences – Group users based on the actions they’ve taken.
- Enable remarketing – Target people who have already visited your website.
- Attribute conversions – Give credit for conversions to the corresponding ad interactions.
This allows for automated segmentation and closing the loop between ad views, site visits, and conversions. Marketers can continuously retarget engaged users and optimize spend towards top performing creatives and audiences.
Integrations
The Snapchat pixel integrates with platforms like Google Analytics, Adjust, AppsFlyer, Kochava, and Singular. It can share data to enrich analytics and attribution across channels. This provides a more complete cross-device view of the customer journey.
Collection methods
So how exactly does the Snapchat pixel gather all this data? There are a few key methods:
- Page tags – Snippet of code installed on website pages to track visits, actions, etc.
- API connections – With commerce platforms like Shopify to import purchase data.
- First-party data – Information voluntarily shared by users on the website.
- Lookalike modeling – Using traits of existing users to find similar new ones.
Tag management systems help deploy page tags at scale. Server-side tagging avoids reliance on cookies. Overall, the pixel leverages both explicit data sharing and predictive modeling techniques.
Data security
What about data security and privacy? Snapchat states that pixel data is encrypted and kept secure. Users have controls like:
- Opting out of web tracking in Settings.
- Turning off personalized ads.
- Deleting their Snapchat account and associated data.
Brands only have access to anonymized analytics – not identifiable user data. Snapchat reviews pixel practices as part of their Advertising Policies.
Conclusion
In summary, the Snapchat pixel collects a wide range of behavioral, interest, demographic, and marketing data about site visitors. This allows brands to track conversions, remarket to website visitors, attribute ad spend, and personalize messaging. Data is gathered through tags, integrations, first-party sharing, and modeling techniques. Snapchat encrypts data and provides opt-out controls to protect user privacy. Thoughtful pixel implementation can give marketers the customer insights they need while respecting user preferences.
| Data Type | Examples |
|---|---|
| Device Information | Operating system, browser, screen resolution |
| User Identity & Attributes | Email address, interests, age, gender |
| On-site Activity | Pages visited, content viewed, purchases |
| Ad Exposure & Engagement | Impressions, clicks, view duration |
| Remarketing & Attribution | Custom audiences, retargeting, attribution |