Snapchat Ads

When you finish, one Datalyr event reaches the Snapchat Conversions API and returns VALID.

Before you start

Requirement	Detail
Snapchat login	Has access to the organization that owns the pixel
Snap Pixel ID	Snapchat Ads Manager → Events Manager, the pixel ID under the pixel name
Snap App ID	Only for app-install conversions. Ads Manager → Apps
A live event	The trigger event exists in Events

Snapchat has no primary-account step. The destination asset lives on each rule, not on the connection.

Connect Snapchat

Open Sources

Open Sources. Find the Snapchat Ads card.

Authorize

Select connect. Complete Snapchat authorization. Approve the conversions access.

Confirm the state

Confirm the card no longer reads not connected.

Create the rule

Open the editor

Open Conversions. Select manage rules. Select new rule.

Set the trigger

Fill rule name. Pick the trigger event. Pick Snapchat as target platform.

Pick the pixel

Pick the pixel under Snapchat Pixel ID. Paste the ID if the list is empty.

Add an app asset

For app-install conversions, pick a Snap App ID. Leave it blank for web and server events.

Map the event

Select next. Pick the platform standard event. Set value and currency. Select save.

Reference

Mode	Endpoint
Live	`POST https://tr.snapchat.com/v3/{asset_id}/events?access_token=…`
Test	`POST https://tr.snapchat.com/v3/{asset_id}/events/validate?access_token=…`

Snapchat takes the access token as a query parameter, not as an Authorization header. {asset_id} is the Snap Pixel ID, or the Snap App ID for a MOBILE_APP event.

Standard events

We send these event_name values: PURCHASE, ADD_CART, START_CHECKOUT, ADD_BILLING, VIEW_CONTENT, SIGN_UP, PAGE_VIEW, SUBSCRIBE, START_TRIAL, SEARCH, ADD_TO_WISHLIST, SAVE, LIST_VIEW, CUSTOM_EVENT_1.

`action_source`

Condition	`action_source`	Extra payload
App event and the rule has a Snap App ID	`MOBILE_APP`	`app_data` with `app_id`, `advertiser_tracking_enabled`, and a 16-element `extinfo` array
The event has a page URL	`WEB`	`event_source_url`
Everything else, including webhooks	`OFFLINE`	none

An app event without a Snap App ID falls back to WEB or OFFLINE on the pixel. Snapchat drops an app conversion sent as MOBILE_APP under a Pixel ID, so we never do that.

Matching fields in `user_data`

Field	Source	Normalization before SHA-256
`em`	email in the event, the user profile, or an email-shaped `user_id`	lowercase, trim; rejected unless it matches `[email protected]`
`ph`	phone	digits only, country code kept, leading `+` removed
`fn`, `ln`	first and last name	lowercase, trim
`ct`	city, or `geo_city`	lowercase, every character outside `a-z` removed
`st`	state, or `geo_region`	2-letter lowercase code
`zp`	postal code	lowercase, spaces and dashes removed, first 5 characters for `us`
`country`	country, or `geo_country_code`	lowercase ISO alpha-2; falls back to the raw lowercase value
`external_id`	mapped ID, else the `distinct id`	hashed verbatim, with no lowercase and no trim
`sc_click_id`	the `ScCid` URL parameter	not hashed
`sc_cookie1`	the `_scid` first-party cookie	not hashed
`client_ip_address`	event IP	not hashed
`client_user_agent`	browser user agent	not hashed; dropped when it starts with `node`, `undici`, `axios`, `got`, `curl`, `python`, `java`, `go-http-client`, or `wget`
`madid`, `idfv`	advertising and vendor IDs, `MOBILE_APP` only	not hashed

Snapchat appends ScCid to the landing URL, never sclid. We store the value as sclid, so that name appears in event payloads. We drop an external_id that starts with stripe_, because Snapchat can never match it.

Value and `custom_data`

Field	Rule
`value`	The rule’s `value_path`, else `value_static`, else `value` / `revenue` / `total` / `amount`
`currency`	The rule’s currency, else the event’s currency, else `USD`
`num_items`	Sent as a string. Snapchat rejects a number here
Other fields	`content_ids`, `order_id`, `search_string`

Deduplication

We send event_id, the same UUID the browser Snap Pixel fires with, and Snapchat collapses the pair into one conversion. The attribution lookup window is 28 days from the click.

Verify

Open Conversions. Select manage rules. Open your rule.
Select send test event. We post to the /validate endpoint.
Confirm the delivery row’s response body reads "status": "VALID".
Trigger one real event.
Open Snapchat Ads Manager → Events Manager. Confirm the event appears.

When it does not work

Symptom	Cause	Check	Fix
Delivery `skipped`, reason `pixel_id_not_configured`	The rule has no Snap Pixel ID	The Snapchat Pixel ID field on the rule	Paste the pixel ID. Save the rule
Delivery `skipped`, reason `snap_app_id_not_configured`	An app event resolved to `MOBILE_APP` with no app asset	The Snap App ID field on the rule	Add the Snap App ID, or accept `OFFLINE` delivery
Delivery `skipped`, reason `zero_value_purchase`	A `PURCHASE` resolved to a value of 0	The `value_path` against a real event payload	Point `value_path` at the amount field
Response body `"status": "INVALID"`	Snapchat rejected a field	The `reason` in the same response body	Fix the named field in the rule
HTTP 401 or 403	The Snapchat token expired or lost access	The card state in Sources	Select disconnect, then reconnect
HTTP 429 or 5xx	Snapchat throttled or faulted	The delivery row’s response body	Nothing. We retry through the dead-letter queue
`VALID`, nothing in Events Manager	The event landed under a different pixel	The asset ID in the request payload	Repick the pixel in the rule
No delivery row at all	No rule matched the event	The rule’s trigger event name in Events	Correct the trigger event name. Enable the rule

Conversion delivery: retry, dedup, and status rules for every platform.
Conversions: read one delivery row and its response body.
Attribution: how ScCid reaches a server-side purchase.

Get started

Installation

Revenue

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Advanced

Integrations

Account & billing

Troubleshooting

Before you start

Connect Snapchat

Create the rule

Reference

Standard events

`action_source`

Matching fields in `user_data`

Value and `custom_data`

Deduplication

Verify

When it does not work

Next

​Before you start

​Connect Snapchat

​Create the rule

​Reference

​Standard events

​action_source

​Matching fields in user_data

​Value and custom_data

​Deduplication

​Verify

​When it does not work

​Next

Before you start

Connect Snapchat

Create the rule

Reference

Standard events

`action_source`

Matching fields in `user_data`

Value and `custom_data`

Deduplication

Verify

When it does not work

Next