Snapchat Ads - DATALYR Documentation

The Snapchat Ads integration sends conversions to Snapchat’s Conversions API (CAPI) server-side — recovering attribution that browser pixels lose to iOS limits, ad blockers, and privacy features, and feeding Snap’s bidding the signal it needs to optimize.

What Gets Synced

Conversion Data (To Snapchat):

Purchase events with revenue
Add to cart, checkout events
Sign up / registration events
Subscribe and trial-start events
Custom events you configure

Snapchat is a conversion destination (CAPI). DATALYR sends conversions to Snap; it does not currently pull Snap ad-spend/performance data back. Use DATALYR’s first-party reporting for spend-side analysis.

How It Works

Conversion Flow

1. User clicks a Snapchat ad

User clicks / swipes up on a Snap ad
Snap appends ScCid to the landing URL
URL: https://yoursite.com/?ScCid=xyz123...

2. DATALYR captures the click ID

The DATALYR tracking script captures:
- ScCid  → stored internally as sclid (Snap's sc_click_id)
- _scid  → Snap's first-party cookie (sc_cookie1)
Stored on the visitor profile: anon_abc123

3. User converts

User completes a purchase: $79.99
DATALYR records the conversion event

4. Conversion sent to Snapchat CAPI

DATALYR POSTs server-side to tr.snapchat.com/v3/{PIXEL_ID}/events:
- event_name:    PURCHASE
- custom_data:   value 79.99, currency USD
- user_data:     sc_click_id (from the original click) + sc_cookie1
                 + hashed em / ph / external_id
- event_id:      for browser-pixel deduplication
- action_source: WEB / OFFLINE / MOBILE_APP

5. Snapchat attributes the conversion

Snap matches sc_click_id (and hashed identifiers) to the ad click
Attributes $79.99 to the Snap campaign and updates optimization

Result: the purchase is correctly attributed to the Snap ad, even when the browser pixel missed it.

Setup

1. Connect Snapchat

Go to Sources in DATALYR.
Click Connect on the Snapchat Ads card.
Log in to Snapchat and approve access (the snapchat-offline-conversions-api scope).
That’s it — you’re returned straight to connected. Snapchat has no ad-account selection step: CAPI targets a pixel, which you choose per conversion rule.

2. Create a conversion rule

Go to Conversions → New Rule.
Pick Snapchat as the target platform.
Snap Pixel — select your pixel from the dropdown (pulled automatically from your connected Snapchat account).
Choose the trigger event; DATALYR maps it to the Snap standard event (see Event Mapping).
Set the conversion value (order total for purchases, or a fixed value for leads/signups).
(Optional) Snap App ID — add one only if you run app-install campaigns; app-sourced events then route to Snap’s MOBILE_APP endpoint. Leave blank for web + server.

The fastest way to set up multiple rules: open the conversion-flag icon on a connected source card (Stripe, Shopify, Superwall, etc.) — it one-click creates the source-to-Snapchat starter rules with the events, source, and values pre-filled.

3. Verify

Fire a real conversion on your site (or use a starter rule on an existing source).
Open Snap Events Manager → Test Events (or the pixel Overview — activity can take up to 30 minutes).
Confirm the event arrives with status VALID.

Snapchat Conversions API (CAPI v3)

Why CAPI matters

Browser pixel limitations: iOS tracking restrictions, ad blockers, cookie-consent gating, browser privacy features. CAPI benefits: server-side delivery (no browser required), immune to ad blockers, higher match quality, better attribution and optimization.

The request

POST https://tr.snapchat.com/v3/{PIXEL_ID}/events?access_token=...
Content-Type: application/json

{
  "data": [{
    "event_name": "PURCHASE",
    "event_time": 1727634645,
    "event_id": "evt_123",
    "action_source": "WEB",
    "event_source_url": "https://example.com/checkout",
    "user_data": {
      "em": "hashed_email",
      "ph": "hashed_phone",
      "sc_click_id": "xyz123",
      "sc_cookie1": "_scid_value",
      "client_ip_address": "…",
      "client_user_agent": "…"
    },
    "custom_data": { "value": 79.99, "currency": "USD" }
  }]
}

Web, server, and app — one rule

DATALYR sets action_source per event automatically, so a single Snapchat rule covers every surface:

Where the event comes from	action_source	Asset used
Your website (web SDK)	`WEB`	Snap Pixel
Server / webhook (Stripe, Shopify, …)	`OFFLINE`	Snap Pixel
Mobile app (with a Snap App ID set)	`MOBILE_APP`	Snap App ID

Deduplication

DATALYR sends an event_id on every conversion. If a browser Snap Pixel also fires for the same event with a matching dedup id, Snap counts it once, not twice.

Enhanced Matching

DATALYR sends hashed customer data (SHA-256) to raise match quality — plaintext PII is never sent:

// Original (NEVER sent in plain text)
email: "[email protected]"

// Hashed before sending
em: "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514"

Identifiers sent (when available): em (email), ph (phone), fn/ln, ct/st/zp/country, external_id — all hashed — plus the raw sc_click_id, sc_cookie1, client_ip_address, and client_user_agent.

Snapchat IDs

sc_click_id — from the &ScCid= URL parameter Snap appends to ad clicks. DATALYR normalizes it to sclid internally and sends it raw.
sc_cookie1 — Snap’s _scid first-party cookie. Sent raw.

Attribution

Cross-device attribution

DATALYR’s identity bridge recovers the original Snap click for conversions that happen on a different device or arrive server-side: Mobile (Day 1):

User clicks a Snap ad on mobile
sc_click_id captured: xyz123 → visitor anon_mobile_789

Desktop / webhook (Day 3):

Purchase arrives (desktop checkout, or a Stripe webhook)
Email: [email protected] → $79.99

DATALYR links the identities by email/user_id, recovers the
original sc_click_id, and sends the conversion with it attached.

Result: the later conversion is still attributed to the original Snap ad.

Attribution window

Snapchat’s standard click window is 28 days — DATALYR uses it for Snap click-id recovery. Conversions whose Snap click falls outside the window are still delivered, but matched on hashed identifiers rather than the click id.

Event Mapping

Your Event	Snapchat Event
`purchase`	`PURCHASE`
`add_to_cart`	`ADD_CART`
`checkout_started`	`START_CHECKOUT`
`add_payment_info`	`ADD_BILLING`
`view_item`	`VIEW_CONTENT`
`signup`	`SIGN_UP`
`subscribe`	`SUBSCRIBE`
`trial_started`	`START_TRIAL`
`search`	`SEARCH`
`page_view`	`PAGE_VIEW`

Snapchat has no dedicated Lead event — leads map to SIGN_UP (or a CUSTOM_EVENT_1..5 if you need lead and signup tracked separately).

Data Privacy

All emails, phones, names, and addresses are SHA-256 hashed before sending.
No plaintext PII is sent to Snapchat.
Sensitive-vertical redaction is supported on the same workspace toggle as Meta/TikTok.

Troubleshooting

Conversions not appearing

Confirm the Snapchat connection is active in Sources.
Confirm the Snap Pixel on the rule belongs to your connected Snapchat organization. If Events Manager warns “pixel id is not in the list of allowed pixels,” the OAuth’d account doesn’t have access to that pixel — pick the correct one.
Confirm the rule’s source matches where your events actually originate (web, stripe, shopify, …) — a mismatched source means the rule never fires.
Check Test Events in Snap Events Manager for the incoming event + any warnings.

Low match rate

Send an email/phone with every conversion (hashed automatically).
Make sure the DATALYR script is installed so ScCid/_scid are captured on the landing page.
For server/webhook conversions, the identity bridge recovers the Snap click from a prior web touch — match rate improves when web and server events share an email or user id.

Next Steps

Meta Ads

Send conversions to Facebook

TikTok Ads

Send conversions to TikTok

Google Ads

Track Google Ads performance

Conversion Rules

Configure conversion mapping

Customer Journeys

View attribution paths

Need Help?

Questions about the Snapchat Ads integration? Check our troubleshooting guide or contact support.

​What Gets Synced

​How It Works

​Conversion Flow

​Setup

​1. Connect Snapchat

​2. Create a conversion rule

​3. Verify

​Snapchat Conversions API (CAPI v3)

​Why CAPI matters

​The request

​Web, server, and app — one rule

​Deduplication

​Enhanced Matching

​Snapchat IDs

​Attribution

​Cross-device attribution

​Attribution window

​Event Mapping

​Data Privacy

​Troubleshooting

​Conversions not appearing

​Low match rate

​Next Steps

Meta Ads

TikTok Ads

Google Ads

Conversion Rules

Customer Journeys

​Need Help?

What Gets Synced

How It Works

Conversion Flow

Setup

1. Connect Snapchat

2. Create a conversion rule

3. Verify

Snapchat Conversions API (CAPI v3)

Why CAPI matters

The request

Web, server, and app — one rule

Deduplication

Enhanced Matching

Snapchat IDs

Attribution

Cross-device attribution

Attribution window

Event Mapping

Data Privacy

Troubleshooting

Conversions not appearing

Low match rate

Next Steps

Need Help?