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Conversions API

This is for Version 3 of Snap's Conversions API.
Version 2 or endpoint //tr.snapchat.com/v2/conversion docs can be found here.

Note: Conversions API V2 will be deprecated in early 2025. Use our Migration Guide to avoid any disruptions.

Overview​

Snap's Conversions API (CAPI) is a structured, privacy-centric interface that allows you to directly pass web, app, and offline events to Snap via a Server-to-Server (S2S) integration. This helps our system to optimize your ad campaigns, improve your targeting, and measure the conversions that resulted from your Snapchat campaigns.

Server events behave similarly to events sent via other solutions, like Snap Pixel (SDK) or Mobile Measurement Partners (MMPs).

Snap allows you to send marketing data via two different methods: direct or partner.

Note that events can have a date (timestamp) of maximum 37 days back to be eligible to be reported via the Conversions API.

Looking to track in-store purchases, phone orders, or other offline conversions? See our comprehensive Offline Events Guide for supported action sources, batch upload workflows, and best practices.

Snap also has partnerships with 3rd party partners, who may already be integrated with the Conversions API. Please reach out to us if there are new partners we should integrate with.

Data Flow​

Benefits of CAPI​

  • Privacy at its core:
    Conversions API is designed and built with privacy in mind. When implemented, the Conversions API will give you control over what and when you share data.

  • Stronger optimization:
    Data that Snapchat receives from the Conversions API will help to better inform the optimization and delivery of your campaigns, to drive more efficient cost per action.

  • Robust targeting:
    Conversions API will allow you to populate first-party custom audiences in real-time, which you can use to create Lookalikes from, or re-engage with your existing customers.

  • Improved measurement:
    Better understand the results that your campaigns are driving across all channels through a single solution. Conversions API will even allow you to unlock more sophisticated forms of incrementality measurement such as Conversion Lift.

Learn more about the benefits of CAPI here.

Deduplication​

Deduplication is the process of matching unique events and merging to improve event quality.

We recommend our web advertisers implement Conversions API alongside a Pixel integration, and our app advertisers to implement Conversions API alongside an MMP integration.

Read more about Deduplication best practices

Click ID​

When a user clicks or swipes up on a Snapchat ad, the query parameter, &ScCid= is appended to the outgoing URL. This parameter's value is known as the Click ID.

Sending this value in a Conversions API event can improve measurement performance.

How to send Click ID

  1. Get Started: Start with choosing the integration method most suitable for you, see prerequisites for using the API, and understand where to begin. If you choose a Direct Integration, you can simplify your integration by using the Business SDK.
  2. API Implementation & Best Practices: Once you have implemented the API, start by making POST requests. Learn more about how events are getting dropped, deduplicated, event times and batch requests.
  3. Verification: Use test events to confirm that we have received them, and that they have been deduplicated and matched correctly.

Resources​

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