Retargeting pixels allow advertisers to track user behavior across the internet in order to serve targeted ads. Snapchat’s retargeting pixel specifically allows advertisers to retarget users who have taken certain actions in the Snapchat app.
What is a retargeting pixel?
A retargeting pixel is a small, invisible image or code that is placed on a website or app. It allows companies to track user behavior by leaving a cookie on their device. This cookie tracks what pages users visit and what actions they take on a site. The retargeting pixel essentially leaves a digital footprint that advertisers can use to retarget ads to users as they browse other sites.
When a user visits a website or uses an app that has a retargeting pixel installed, the pixel will drop a cookie and essentially “tag” that user. The pixel acts as a tracking code that monitors user behavior. As that user browses the internet, the cookie will alert retargeting platforms that this tagged user is visiting. The platforms can then serve targeted ads to the user based on their past behavior.
For example, say a user visits an online clothing store. The store has a retargeting pixel installed, so when the user visits, the pixel drops a cookie on their device. The user browses shirts but doesn’t make a purchase. As that user visits other websites, the retargeting pixel will alert advertising platforms that this user visited the clothing site but did not buy. The clothing brand can then retarget ads for those specific shirts to encourage the user to return and complete the purchase.
What is Snapchat’s retargeting pixel?
Snapchat has its own retargeting pixel that works similarly to pixels on websites. The Snapchat pixel allows advertisers to retarget users based on the actions they’ve taken within the Snapchat app.
The Snapchat pixel is a cookie that tracks what users do in the Snapchat app. Actions like viewing Stories, visiting profiles, watching ads, and more can all be tracked. The pixel detects when a user takes one of these actions and drops a cookie. The cookie remains active for 30 days and allows Snapchat advertisers to retarget ads to these users off-platform.
For example, say a user watches a brand’s Story or swipes up on a brand’s ad in the Snapchat app. The pixel will detect this activity and tag the user. As the user browses Facebook, Instagram, or visits websites, the Snapchat pixel will alert advertisers that this user engaged with their Snapchat content. The brand can then serve ads to the user on other channels to drive more conversions.
How does the Snapchat retargeting pixel work?
The Snapchat retargeting pixel utilizes cookies and offline event data to track user activity. Here is a step-by-step overview of how the Snapchat pixel works:
- A user takes an action in Snapchat like viewing a Story or swiping up on an ad. This triggers the Snapchat pixel.
- The pixel drops a cookie and tags the user for retargeting. This cookie remains active for 30 days.
- Advertisers send offline event data to Snapchat. This includes actions users take like making purchases or signing up for email lists.
- Snapchat looks for cookie and event matches. When a cookie ID matches with a conversion event, Snapchat can attribute that action back to a specific user.
- Snapchat uses this data to build remarketing and lookalike audiences for advertisers automatically. Advertisers can also create custom audiences based on pixel activity.
- These custom audiences are targeted with ads on Snapchat or third-party platforms. The pixel allows for cross-device targeting.
The Snapchat pixel essentially acts as a bridge between user activity in app and the ability to track that activity off-platform. Combining pixel and event data is key to identifying which users to target and measuring conversion attribution.
What actions can trigger the Snapchat pixel?
There are a variety of different actions users can take within Snapchat that will trigger the retargeting pixel. Common actions that will activate the pixel include:
- Viewing a brand’s Stories
- Swiping up on Snap Ads
- Viewing AR Lenses or Filters
- Visiting a brand’s Profile
- Sharing branded content
- Opening the Snapchat Camera
- Checking out Snaps in Discover
- Browsing products in Collections
Essentially any engagement with branded content or ads in Snapchat can trigger the pixel. The pixel will then cookie that user for retargeting.
How long does the Snapchat pixel cookie last?
The Snapchat pixel cookie lasts for 30 days after it is dropped. This means advertisers have a 30 day window to retarget users based on their in-app activity.
If a user takes an action that triggers the pixel on day 1, the cookie will remain active until day 30. Anytime that user is browsing sites or apps that support Snapchat retargeting during that window, they are eligible for retargeted ads.
On day 31, if no other action has triggered the pixel again, the cookie will expire. At this point, the user is no longer labeled for retargeting.
This 30 day cookie window allows brands sufficient time to engage users with ads on both Snapchat and third-party networks based on their platform behavior.
What types of data does the Snapchat pixel track?
The Snapchat pixel collects a variety of different data signals based on user in-app activity. Some of the key data points the Snapchat pixel can pick up include:
- Device/cookie ID data – This allows for cross-device tracking and attribution.
- Snap content user has viewed – Stories, ads, AR experiences, etc.
- Actions taken – Swipes, shares, views, clicks, etc.
- In-app conversions – from Snap Pixel Events
- Custom audience insights – like buyer propensity and category affinity
Snapchat leverages its pixel data to build detailed user profiles and audiences. Advertisers can then use these audiences to personalize ads both within the platform and off of it.
How are Snapchat Pixel audiences used for retargeting ads?
Snapchat offers several ways for advertisers to leverage pixel data for ad targeting:
- Retargeting Audiences – Snapchat automatically builds audiences of users who have taken specific actions like viewing a Story. Brands can retarget ads to these users.
- Lookalike Audiences – Lookalikes are built based on custom audiences created with pixel data. These target new users similar to existing audiences.
- Conversion Audiences – Conversions like purchases are attributed back to user profiles using pixel and event data. Brands can target converters.
- Customer Audiences – Brands can build custom audiences by uploading their own lists of users and matching to Snapchat profiles.
Snapchat pixel audiences open up more detailed targeting capabilities for brands. Using the data to segment and personalize campaigns helps drive performance on and off Snapchat.
How to install the Snapchat pixel
Installing the Snapchat pixel involves a few simple steps:
- Access your Snapchat for Business Manager account
- Open the Pixel Manager
- Name your pixel
- Copy your unique Snapchat Pixel ID
- Place the pixel code on your website or app
- Connect pixel to ad accounts for tracking
Detailed implementation instructions can be found in Snapchat’s Snap Pixel guide. Proper placement is key to ensuring the pixel can fire and track conversions effectively.
How much does the Snapchat pixel cost?
The Snapchat pixel is free to implement for all advertisers. There are no costs associated with installing and activating the pixel code.
However, advertisers do need to have an active Snapchat Ad account in order to access the pixel. There are minimum spend requirements to run Snapchat ads, which start at $10/day.
Pros of using the Snapchat pixel
Some key benefits of using Snapchat’s retargeting pixel include:
- Advanced audience insights – Pixel provides detailed data on users for segmentation.
- Cross-device targeting – Cookies allow retargeting across devices.
- Closed-loop attribution – Pixel and event data attributes conversions.
- Powerful remarketing – Engage hard-to-reach Snapchat users off-platform.
- Custom and lookalike audiences – Build similar audiences to expand reach.
- Free to use – Just have to have active Snapchat ad account.
Cons of using the Snapchat pixel
Some potential downsides of the Snapchat pixel include:
- Short cookie window – 30-day cookie limits long-term tracking vs other pixels.
- In-app only activity – Limited to Snapchat user actions, doesn’t track web conversions.
- Controlled by Snapchat – Relies on Snapchat exclusively owning user data.
- Requires separate pixel – Doesn’t integrate with other universal pixels.
- Minimum ad spend – Need daily ad budget to access pixel and audiences.
Other platforms that use retargeting pixels
Beyond Snapchat, there are a variety of popular advertising platforms that utilize retargeting pixels including:
- Google Ads (through Google Analytics)
- Amazon DSP
- YouTube
- Criteo
- The Trade Desk
- AdRoll
Most major digital advertising platforms offer some form of retargeting pixel to track conversions and create audiences. However, each pixel is unique and platform-specific.
Third-party pixels vs. first-party pixels
When implementing retargeting pixels, there are two main approaches:
- Third-party pixels – Platform owned pixels like Snapchat’s. Managed by the ad platform, data controlled by them.
- First-party pixels – Owned by the advertiser and implemented directly on properties. Advertiser controls data.
Third-party pixels like Snapchat’s provide seamless integration and easy audience building through the platform. But the platform owns the data.
First-party pixels allow for more control and ownership of data by the brand. But require more hands-on implementation and management.
How does Snapchat pixel retargeting stack up to competitors?
Snapchat’s retargeting capabilities generally stack up well against competitors like Facebook and Google. Unique advantages include:
- Closed ecosystem provides very targeted data.
- Younger demo not easily reached elsewhere.
- Aligns with natural user behavior in-app.
- Powerful mobile and AR experiences.
Limitations include:
- Walled garden limits more universal tracking.
- Short cookie window.
- Relies on Snapchat owning data.
Overall, Snapchat pixel retargeting is extremely effective for advertisers focused on engaging Snapchat’s core Gen Z and millennial users. It provides reach on and off the platform.
Should advertisers use the Snapchat pixel or not?
For most brands advertising on Snapchat, implementing the Snapchat pixel is recommended. Benefits typically outweigh limitations.
The pixel should absolutely be used for:
- Brands wanting to retarget Snapchat users off-platform
- Those focused on attributed conversions and ROAS
- Advertisers with younger target audiences
The Snapchat pixel may be less valuable for:
- Brands who only care about web conversions
- Those with limited Snapchat ad budgets
- Advertisers unwilling to let Snapchat own data
Most large brands investing in Snapchat advertising will benefit from installing the retargeting pixel. It provides data-driven insight and better attribution.
Conclusion
Snapchat’s retargeting pixel allows advertisers to cookie users based on in-app activity and then target ads to them across channels. The pixel offers powerful tracking, attribution, and audience creation capabilities. While limitations like its walled garden exist, overall the pixel enables more personalized and measurable ad experiences.
For brands committed to engaging the Snapchat audience, implementing the platform’s free retargeting pixel is a valuable initiative. When paired with thoughtful ad messaging and creative, it helps drive conversions and ROI on one of the web’s fastest growing digital networks.