KPIs for Marketing

KPIs for Marketing: Snapchat ad performance

Learn how to measure the success of your Snapchat ad campaigns with our guide to KPIs for marketing.

If you're looking to make a splash with your brand's marketing efforts, it's hard to ignore the potential of Snapchat ads. The multimedia messaging app offers a unique opportunity for businesses to reach a young, engaged audience with highly targeted advertising content.

Understanding Snapchat Ads

Before we dive into the specific KPIs that you should focus on when measuring your Snapchat ad campaign's performance, we need to make sure we're on the same page about what Snapchat ads are and how they work.

Snapchat, founded in 2011, is a social media platform that allows users to share photos and videos that disappear after a short period of time. Snapchat has over 280 million daily active users, making it an attractive platform for businesses to advertise on.

How Snapchat Ads Work

Snapchat ads are similar to other types of online advertising in that they are designed to catch users' attention and encourage them to take some sort of action (whether it's to visit a website, download an app, or make a purchase). However, Snapchat ads offer a few unique features that make them particularly effective for certain types of marketing campaigns.

One of the unique features of Snapchat ads is that they are designed to be immersive and engaging. Snap Ads, for example, are full-screen ads that appear between Snap stories. They can include video, images, and text, and users can swipe up on the ad to learn more about the product or service being advertised.

Another unique feature of Snapchat ads is that they are designed to be highly targeted. This means that businesses can reach specific audiences based on factors such as age, gender, location, interests, and behaviors.

Types of Snapchat Ads

There are several different types of Snapchat ads that you can run, depending on your goals and the type of content that you want to promote. Some of the most common types of Snapchat ads include:

  • Snap Ads - fullscreen ads that appear between Snap stories
  • Collection Ads - ads that showcase multiple products in a single ad
  • Story Ads - ads that appear within the Discover section of the app

Snap Ads are the most common type of Snapchat ad. They are full-screen ads that appear between Snap stories and can include video, images, and text. Collection Ads, on the other hand, are designed to showcase multiple products in a single ad. They can be particularly effective for businesses that sell multiple products or services.

Story Ads are another type of Snapchat ad that appear within the Discover section of the app. These ads are designed to be more immersive and engaging than other types of ads, and can include video, images, and text.

Targeting Options for Snapchat Ads

One of the biggest advantages of Snapchat ads is the platform's robust targeting options. You can target your ads based on a variety of factors, including:

  • Geographic location
  • Age and gender
  • Device type
  • Interests and behaviors

These targeting options allow businesses to reach specific audiences that are most likely to be interested in their products or services. For example, a business that sells athletic apparel could target users who have shown an interest in fitness or sports.

In addition to these targeting options, Snapchat also offers a variety of ad formats and creative tools that businesses can use to create engaging and effective ads. These include lenses, filters, and augmented reality experiences.

Overall, Snapchat ads can be a highly effective way for businesses to reach specific audiences and promote their products or services. By understanding the different types of ads available, the platform's targeting options, and the creative tools available, businesses can create engaging and effective ads that drive results.

Setting Goals for Your Snapchat Ad Campaign

Before you launch your Snapchat ad campaign, it's important to be clear about your goals and objectives. What do you want to achieve with your campaign? Here are a few common goals that brands often aim for:

Brand Awareness

If you're looking to boost your brand's visibility and get more people talking about your products or services, a brand awareness campaign may be the way to go. Your KPIs for this type of campaign might include metrics like the number of impressions or views that your ad receives.

One way to increase brand awareness is to use influencers. Influencers are people who have a large following on social media, and they have the power to influence their followers' opinions and behaviors. By partnering with influencers, you can tap into their audience and get your brand in front of a wider audience. You can also use creative and eye-catching visuals in your ads to grab users' attention and make your brand more memorable.

Engagement and Interaction

If you want to encourage users to engage with your brand on Snapchat (by swiping up to watch a longer video, for example), you'll need to track metrics like engagement rate. This type of campaign can be particularly effective for driving user-generated content and user referrals.

To increase engagement, you can create interactive ads that encourage users to participate in a game or quiz. You can also use Snapchat's AR lenses to create fun and engaging experiences for users. By creating content that users want to engage with, you can increase your brand's visibility and build a loyal following.

Lead Generation and Conversions

If your ultimate goal is to drive more sales or sign-ups, you'll need to focus on metrics like conversion rate and cost per action (CPA). This type of campaign may require more specific targeting and creative messaging that encourages users to take action.

To generate leads and conversions, you can offer exclusive discounts or promotions to users who engage with your ad. You can also use retargeting ads to reach users who have previously interacted with your brand. By creating a sense of urgency and offering a clear call-to-action, you can increase the likelihood of users taking action and converting into customers.

Ultimately, the key to a successful Snapchat ad campaign is to set clear goals and objectives, and to tailor your messaging and targeting to achieve those goals. By understanding your audience and creating content that resonates with them, you can build a strong brand presence on Snapchat and drive meaningful results for your business.

Key Performance Indicators (KPIs) for Snapchat Ads

When it comes to running a successful advertising campaign on Snapchat, it's important to not only understand your goals but also the specific metrics that will help you measure your campaign's success. Here are a few of the most important KPIs to track:

Impressions and Reach

Impressions and reach are critical metrics to track when running Snapchat ads. Impressions refer to the number of times your ad was displayed to users, while reach measures the number of unique users who saw your ad. By tracking these metrics, you can get a sense of how far your campaign is reaching and how many people are seeing your ad.

It's important to note that Snapchat reports on "unique" impressions by default, so if you're looking to track total impressions, you'll need to adjust your reporting accordingly.

Click-Through Rate (CTR)

Your CTR measures the proportion of users who interacted with your ad (by swiping up or taking some other action) divided by the total number of users who saw your ad. This metric can give you a sense of how engaging your ad is and how effective your targeting is.

A high CTR indicates that your ad is resonating with your target audience and that they're taking action as a result. On the other hand, a low CTR may indicate that your ad isn't resonating with your audience or that your targeting needs to be adjusted.

Engagement Rate

Your engagement rate measures the number of users who interacted with your ad divided by the total number of impressions that your ad received. This metric is a way to track how "sticky" your ad is and how much interaction it's sparking among viewers.

A high engagement rate indicates that your ad is resonating with your audience and that they're taking the time to engage with it. This can be a good sign that your ad is effective and that you're connecting with your target audience.

Conversion Rate

Your conversion rate measures the proportion of users who took a specific action (like making a purchase or filling out a form) divided by the total number of users who interacted with your ad. This metric can help you evaluate how well your ad is driving users to take action.

A high conversion rate indicates that your ad is effective at driving users to take a specific action. This can be a good sign that your ad is resonating with your target audience and that you're providing them with a compelling reason to take action.

Cost Per Action (CPA)

Cost Per Action (CPA) is a critical metric to track depending on your goals and budget. This metric tells you how much you're paying (on average) for each user who takes a specific action (like making a purchase or viewing a video).

By tracking your CPA, you can get a sense of how cost-effective your ad is at driving specific actions. If your CPA is high, it may be an indication that you need to adjust your targeting or your ad creative to improve its effectiveness.

Overall, by tracking these key performance indicators, you can get a better sense of how your Snapchat ad campaign is performing and make data-driven decisions to optimize its effectiveness.

Analyzing and Optimizing Your Snapchat Ad Performance

Once you have a sense of how your campaign is performing based on these KPIs, it's time to evaluate your results and tweak your messaging or targeting as needed. Here are a few tips for analyzing and optimizing your Snapchat ad campaign:

Using Snapchat's Ad Manager

Snapchat offers a robust ad management platform that gives you plenty of tools to analyze your campaign's performance and make adjustments as needed. Be sure to spend time getting familiar with these tools so that you can make informed decisions about how to optimize your ad spend.

A/B Testing for Ad Creative and Targeting

Whether you're trying out different ad copy or experimenting with different targeting options, A/B testing can be a powerful way to optimize your Snapchat ad campaign. By testing different variables, you can get a sense of what's working (and what isn't), and adjust your campaign accordingly.

Adjusting Your Ad Budget and Bidding Strategy

Finally, don't be afraid to make changes to your budget or bidding strategy based on how your campaign is performing. Snapchat's ad platform makes it easy to adjust your budget on the fly, so you can experiment with different spending levels and see how it impacts your KPIs.


By paying close attention to these KPIs and applying best practices for Snapchat ad campaign optimization, you can build a successful and cost-effective marketing campaign on this popular platform. So if you haven't already added Snapchat ads to your marketing mix, now may be the time to give it a try!