Snapchat is a popular social media platform that allows users to share photos, videos, and messages that disappear after being viewed. One of the key features of Snapchat is its attribution window, which refers to the amount of time a user has to take an action after seeing an ad before that action is attributed to the ad.
What is an attribution window?
An attribution window, also sometimes called a view-through window, is the period of time after a user views an ad during which their actions can be attributed back to that ad exposure. This allows advertisers to measure the effectiveness of their ads by tracking which users go on to take a desired action, like visiting a website or making a purchase, after seeing the ad.
The length of the attribution window varies across different platforms and networks. On Snapchat, the attribution window is quite short compared to other social platforms.
Snapchat’s attribution window
Snapchat currently has an attribution window of 7 days for ads running on its platform. This means if a user sees a Snapchat ad and takes a relevant action, like visiting the advertiser’s website, within 7 days, that action can be attributed back to the Snapchat ad exposure.
Here are some key things to know about Snapchat’s 7-day attribution window:
- The window is 7 full calendar days long. It starts at 12:00 AM the day after the user views the Snapchat ad and runs through 11:59 PM on the 7th day.
- Any relevant actions the user takes within those 7 days, like visiting the advertiser’s website or making a purchase, can be attributed to the ad if the platform’s tracking allows for it.
- The attribution window applies to all Snapchat ad formats, including snap ads, story ads, filters, lenses, and Commercials.
- The window length is the same globally, as opposed to varying by country.
Why does Snapchat have such a short window?
Snapchat’s 7-day attribution window is quite short compared to other platforms. For example, Facebook and Instagram’s attribution window is 28 days. So why did Snapchat opt for a much shorter window?
There are a few key reasons why Snapchat adopted a 7-day attribution window:
- Snapchat is an ephemeral platform where content quickly disappears. Users are used to information being short-lived, so it makes sense to have a shorter attribution window aligned with this behavior.
- Snapchat advertising is still fairly new and tends to drive impulse purchases and website visits rather than long, drawn-out research. Shorter windows capture these quick actions.
- The shorter window encourages advertisers to create ads that spark immediate engagement and action from users.
- From Snapchat’s perspective, it likely helps ensure they are able to attribute credit for the ad in driving actions while usage and impact are fresh in the user’s mind.
How advertisers can make the most of Snapchat’s window
The short 7-day attribution window on Snapchat presents unique challenges and opportunities for advertisers. Here are some tips to make the most of it:
- Test different ad formats – since ads disappear quickly, test snap ads, Commercials, lenses and story ads to see what drives the most conversions within the 7-day window.
- Rotate creative frequently – change up your ad content regularly to keep it fresh and appealing to users.
- Use sharp, attention-grabbing creative – you have a short time to catch users’ interest, so creative should be eye-catching and succinct.
- Include strong calls-to-action – clearly tell users the action you want them to take to drive conversions.
- Link to landing pages optimized for mobile – Snapchat usage is 100% mobile, so ensure your landing pages are easy to navigate on mobile devices.
- Focus ad spend on key weekends and holidays – when usage spikes, ramp up ad spend to capture interest.
- Analyze performance data – look at hourly and daily trends to identify high-converting times to display ads.
How Snapchat’s window compares to other platforms
Here is how Snapchat’s 7-day attribution window stacks up against some other top digital platforms:
| Platform | Attribution Window Length |
|---|---|
| Snapchat | 7 days |
| 28 days | |
| 28 days | |
| 30 days | |
| 30 days | |
| 7 days | |
| TikTok | 7 days |
| YouTube | 28 days |
| Programmatic Display | 7-90 days (varies) |
As you can see, Snapchat is on the very short end of the spectrum along with TikTok and Twitter. This allows Snapchat to attribute conversions that happen very quickly after ad exposure.
Platforms like Facebook and Instagram have longer windows which allow them to attribute actions that take place over extended research and consideration. But the downside is longer windows make it difficult to definitively tie conversions to ad views.
Pros and cons of Snapchat’s 7-day window
Snapchat’s short attribution window comes with both advantages and drawbacks for advertisers.
Pros:
- Captures immediate conversions and impulse purchases
- Encourages development of engaging, eye-catching ad creative
- Drives urgency with users to take action quickly
- Makes it easier to attribute conversions directly to ad views
- Aligns with the ephemeral nature of Snapchat content
Cons:
- Makes it harder to track long-term brand impact
- Misses longer conversion cycles and late influencer effects
- Does not account for repeat exposures extending impact
- Limits the metrics and KPIs that can be analyzed
- May encourage overly aggressive calls-to-action and messaging
Best practices for Snapchat attribution
To make the most of Snapchat’s 7-day attribution window, advertisers should follow these best practices:
- Track conversions through Snapchat’s pixel and UTM campaign tags
- Build clear user journeys and conversion funnels
- Set up campaign dashboards to monitor performance in real time
- Optimize ads to drive desired actions from the start
- Test different mixes of branding and direct-response ads
- Evaluate performance by lifetime metrics and ROAS, not just 7-day conversions
- Factor in post-view earned media value into impact
Conclusion
Snapchat’s 7-day attribution window provides advertisers an opportunity to capture the immediate, direct impact of their campaigns. By understanding how the window works, testing different tactics, and analyzing performance data, marketers can learn to make the most of Snapchat even with its brief attribution period. The short timeframe requires thinking creatively about attribution and being strategic with campaign development and optimization. But for brands able to build effective advertising within the limitations, Snapchat can still deliver significant value.