Event

The Snapchat Conversion API integration is a server-to-server integration that allows advertisers to pass web, app, and offline events from mParticle directly to Snap. Data shared through the Snapchat Conversions API is processed similarly to events passed through the Snap Pixel or App Ads Kit (SDK). By passing events, advertisers can access post-view and post-swipe campaign reporting to measure performance and incrementality. Depending on the data shared and timeliness of integration, it’s also possible to use events passed through the Conversions API for campaign optimization, ad targeting and measurement of conversions that resulted from your Snapchat campaigns.

Benefits:

• 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 incrementally measurement such as Conversion Lift.

Prerequisites

Conversions API Token: This is Snap’s new static long lived token used for authentication. To find your Conversions API Token, go to the Business Details view on your Snap dashboard. You will see a section called Conversions API Tokens. Please note that you must be an Organization Admin to view this section of the page.

Snap App ID: In order to forward any events, you will need your Snap App ID. To find your Snap App ID, go to the Apps view on your Snap Ads dashboard. Click on an App to see the App Details view. Your Snap App ID is labeled App ID.

iOS App ID: When setting up an iOS connection to Snap, you will need your iOS App ID. To find your iOS App ID, go to the Apps view on your Snap Ads dashboard. Click on an App to see the App Details view. Your iOS App ID is labeled iOS App ID.

Android App URL: When setting up an Android connection to Snap, you will need your Android App URL. To find your Android App URL, go to the Apps view on your Snap Ads dashboard. Click on an App to see the App Details view. Your Android App URL is labeled Android App URL.

Pixel ID: When setting up a Web connection to Snap, you will need your Pixel ID. To find your Pixel ID, go to the Events Manager view on your Snap Ads dashboard. You will see your Pixel’s name directly underneath its ID.

Supported Inputs

• iOS
• Android
• Web
• Data Feeds

NOTE:

• Events originating from iOS or Android will be forwarded to Snapchat as MOBILE_WEB events.
• Events originating from Web will be forwarded to Snapchat as WEB events.
• Events originating from a Data Feed will be forwarded to Snapchat as OFFLINE events, since they aren’t strictly associated with a device.

Supported Identifiers

• Email Address
• Mobile Number, Phone Number 2, Phone Number 3
• iOS - IDFA and IDFV
• Android - Google Advertising ID

Supported Event Types

The following set of mParticle events are supported by this integration.

• Application State Transition
• Commerce Event
• Custom Event
• Screen View

Standard Event Mappings

mParticle supports standard event mappings for the following Snapchat event types:

Snapchat Event	mParticle Event
APP_INSTALL	Application State Transition with application_transition_type as application_initialized and is_first_run as true and is_upgrade as false
APP_OPEN	Application State Transition with application_transition_type as application_foreground
AD_CLICK	Commerce with click promotion action.
AD_VIEW	Commerce with view promotion action.
ADD_CART	Commerce with add_to_cart product action.
ADD_TO_WISHLIST	Commerce with add_to_wishlist product action.
PURCHASE	Commerce with purchase product action. Refunds are not natively supported by Snap.
START_CHECKOUT	Commerce with checkout product action.
VIEW_CONTENT	Commerce with view_detail product action.
PAGE_VIEW	Screen View

Incoming Commerce events to mParticle are expanded before being sent out to Snapchat. Example: One incoming purchase Commerce event to mParticle with three products will go out to Snapchat as three PURCHASE events.

To support refund events, Snapchat recommends using our Custom Event Mappings to set up one of Snapchat’s five custom event types and passing the refund amount as its price.

Custom Event Mappings

In order to support alternative Snapchat event types that don’t map one-to-one with mParticle events, we allow customers to manually configure Custom Mappings for a particular connection within our UI. This feature allows incoming mParticle events to be mapped to known Snapchat event types, including with specific attributes and outgoing parameters.

The following Snapchat events support the properties description and event_tag. Additional supported properties are listed after each event.

• ACHIEVEMENT_UNLOCKED
• ADD_BILLING
• ADD_CART: item_category, item_ids, number_items, price, currency
• ADD_TO_WISHLIST
• AD_CLICK
• AD_VIEW
• APP_INSTALL
• APP_OPEN
• COMPLETE_TUTORIAL
• INVITE
• LEVEL_COMPLETE: level
• LIST_VIEW
• LOGIN
• PAGE_VIEW
• PURCHASE: item_category, item_ids, number_items, price, currency, transaction_id
• RATE
• RESERVE
• SAVE
• SEARCH: search_string
• SHARE
• SIGN_UP: sign_up_method
• SPENT_CREDITS
• START_CHECKOUT: number_items, price, currency
• START_TRIAL
• SUBSCRIBE
• VIEW_CONTENT: number_items, price, currency
• CUSTOM_EVENT_1
• CUSTOM_EVENT_2
• CUSTOM_EVENT_3
• CUSTOM_EVENT_4
• CUSTOM_EVENT_5

Custom events support all properties.

Additional Features

iOS14 ATT Authorization Status

For events originating from iOS with version 14.5 or greater, ATT Authorization Status is taken into account when determining whether or not to forward IDFA.

To specify ATT Authorization Status for a given user on an incoming event batch, reference our ATT Authorization Status guide.

Custom Flags

SnapchatConversions.PageUrl

For WEB events, an optional Custom Flag can be specified on each valid incoming event. It represents the web page where the event took place, and must be a complete URL — including protocol (for example, https://).

• The flag should be specified with the following key: SnapchatConversions.PageUrl.
• The Url can include a ScCid parameter which will be parsed and forwarded as the click_id to align with Snapchat’s recommendation to aid with increasing match rates.
• The page_url custom flag is deprecated, and should no longer be used.

mParticle looks for this value to include in outgoing events to Snapchat.

SnapchatConversions.ClickId

If SnapchatConversions.ClickId is added to the Custom Flags, it will be prioritized for forwarding to Snapchat as the click_id over searching theSnapchatConversions.PageUrl for an included paratmeter.

Deduplication

The Snapchat Conversions API includes Deduplication Support through the client_dedup_id field, based on a 48 hour window as per Snapchat. This field can be used to account for both single source and multisource redundancy.

Multichannel Deduplication

As per their docs, Snapchat recommends that customers send in redundant event data from multiple locations or integrations (e.g. mParticle and another means of uploading to Snapchat Conversions). This introduces the problem of multichannel redundancy, where you don’t want duplicate events sent from different integrations to be counted as distinct events.

To accommodate that, Snapchat supports multichannel deduplication. If two events, regardless of where they were uploaded from, have the same client_dedup_id, Snapchat will know to only count one of them.

To that end, mParticle allows customers to specify this value on incoming events which we’ll then forward along to Snapchat. To do so, the field can be specified like so:

• For all supported event types except CommerceEvents, an optional Custom Flag can be specified: SnapchatConversions.ClientDedupId.
• For CommerceEvents, each constituent product is forwarded as a distinct event to Snapchat. As such, any value for SnapchatConversions.ClientDedupId needs to be specified at the product-level as a product attribute.

Single Channel Deduplication

If the client_dedup_id isn’t specified by the customer for multichannel redundancy, mParticle will set the field on outgoing events to facilitate single-channel deduplication. If so, the client_dedup_id field is set according to the given event’s unique ID field.

• NOTE: For CommerceEvents that include multiple products, a unique index is appended onto the event’s ID such that each outgoing product event includes a unique, deterministic value for client_dedup_id.

Historical Events

The Snapchat Conversions API Guide notes that events older than 28 days will be rejected.

Additional Mappings

mParticle sends a variety of user data fields to Snapchat for advanced matching.

mParticle Field	Snapchat Field	Description
app_info.os	event_conversion_type	Required. Either WEB, MOBILE_APP, or OFFLINE
event_type	event_type	Required. Set depending on the incoming event type.
timestamp_unixtime_ms	timestamp	Required. Event timestamp. This must be in millisecond resolution (ex.1455236520490)
user_identities.email	hashed_email	Lowercase SHA256 hash of normalized email. Events without either email, phone number, or IP & user agent are rejected.
user_identities.mobile_number, user_identities.phone_number_2, user_identities.phone_number_3	hashed_phone_number	Lowercase SHA256 hash of normalized phone number. Events without either email, phone number, or IP & user agent are rejected.
ip	hashed_ip_address	Lowercase SHA256 hash of the IP address associated with the event batch. Events without either email, phone number, or IP & user agent are rejected.
device_info.http_header_user_agent	user_agent	The user agent associated with the event batch.
device_info.ios_advertising_id, device_info.android_advertising_id	hashed_mobile_ad_id	Optional. Lowercase SHA256 hash of normalized MAID (IDFA or AAID).
device_info.ios_idfv	hashed_idfv	Optional. Lowercase SHA256 hash of normalized IDFV.

Settings

Validation

After you save or update a Snapchat Conversions connection, mParticle verifies the provided setting information and makes an API call to validate it for consistency. If there’s any inconsistency between the API token and Snap App ID or Pixel ID, an error is displayed to prompt the user to verify and try again.

Configuration Settings

The following settings are all required, and all string data type.

Setting Name	Encrypted	Description
Conversions API Token	True	Default is null. Long-lived token used by Snapchat for authentication.
Snap App ID	False	Default is null. The Snap App ID associated with your app (a unique code generated in Snap Ads Manager and included in your MMP dashboard). Example: 07b517bb-9cdb-42ef-ba77-9dd9a9eb2dc1
Phone Number	False	Default is MobileNumber. The mParticle User Identity type to forward as a hashed_phone_number to Snapchat.

Connection Settings

Setting Name	Data Type	Platform	Description
Apple App Id	string	iOS	Required. The unique iOS App Id assigned to a given Snap App. It should be numeric. Example: 447188370
Android App URL	string	Android	Required. The unique Android App URL assigned to a given Snap App. It should be a human interpretable string. Example: com.snapchat.android
App Id	string	Data feeds	Optional. The iOS App ID or Android App URL assigned to a given Snap app. If set, don’t set Pixel ID. Example: 447188370 or com.snapchat.android
Pixel Id	string	Web, data feeds	Optional for data feeds, required for Web. The Pixel ID for the Ad Account in question. Example: f5932083-b4da-436e-b63c-94b659dde332
Email Type	enum	Web, data feeds	Required. The mParticle User Identity type to forward as an Email to Snap App. The email user identity will be hashed before forwarding to Snapchat, other user identities selected from this dropdown will not be hashed prior to forwarding.