Snap Pixel allows marketers to track users across platforms
Marketers can follow visits, purchases and sign-ups by using Snap's latest addition to Snapchat Ad Manager, Snap Pixel, to track websites. The feature functions across devices, and once activated, will continue measuring revenue, performance, growth and acquisition for 28 days after an ad is viewed. Early adopter TechStyle Fashion Group said 24 hours after an ad was viewed, its cost per purchase fell by 40% to 60% lower than its goal across its brands. Snap aims to add custom audience creation and real-time optimisation to Pixel in the coming months.

Snapchat has launched a conversion tracking tool, enabling marketers to track people across mobile, tablet and desktop owned online environments.

Snap Pixel enables marketers to measure the revenue, performance, growth, and acquisition that Snapchat has driven across devices. This includes being able to measure website visits, purchases, and sign-ups.

Snap says it will introduce features such as custom audience creation and real-time optimisation in the coming months.

Pixels are generated directly in the Snapchat Ad Manager by advertisers, where they select a website to track. Once it has been setup, results are measured for up to 28 days after someone has viewed or engaged with an ad.

One of the first advertisers to trial Snap Pixel was the TechStyle Fashion Group, which boasts eCommerce brands such as JustFab, Fabletics and ShoeDazzle.

TechStyle is said to have seen its cost per purchase sit at 40 to 60 per cent lower than its goal across all its brands, just 24 hours after someone saw one of its ads. In addition, it achieved a cost per sign-up 30 to 50 per cent under its goal for each brand.

ShoeDazzle, alone, was able to drive a cost per purchase 63 per cent under goal, and a cost per sign-up 48 per cent under.

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