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 MOBILE_APP 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 a connection via iOS, 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 a connection via Android, 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: In order to forward WEB & OFFLINE events 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 and directly underneath its ID.

Supported Inputs

• iOS
• Android
• Web

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.

Some of the Snapchat event types that can be mapped to include:

• ACHIEVEMENT_UNLOCKED
• ADD_BILLING
• COMPLETE_TUTORIAL
• INVITE
• LEVEL_COMPLETE
• LIST_VIEW
• LOGIN
• RATE
• RESERVE
• SAVE
• SEARCH
• SHARE
• SIGN_UP
• SPENT_CREDITS
• START_TRIAL
• SUBSCRIBE
• CUSTOM_EVENT_1
• CUSTOM_EVENT_2
• CUSTOM_EVENT_3
• CUSTOM_EVENT_4
• CUSTOM_EVENT_5

Suggested Properties for Snapchat Event Types

All Snapchat event types support the properties description and event_tag. Custom events support all properties. In addition, the following event types support additional properties:

	item_category	item_ids	number_items	price	currency	transaction_id	level	search_string	sign_up_method
ADD_CART	X	X	X	X	X
LEVEL_COMPLETE							X
PURCHASE	X	X	X	X	X	X
SEARCH								X
SIGN_UP									X
START_CHECKOUT			X	X	X
VIEW_CONTENT			X	X	X

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

In order to distinguish between WEB and OFFLINE events for Snapchat, mParticle will look for a Custom Flag on each valid incoming event called page_url.

• If a page_url is specified, the outgoing event_conversion_type will be WEB.
• If a page_url isn’t specified, the outgoing event_conversion_type will be OFFLINE.

Deduplication

The Snapchat Conversions API includes Deduplication Support through the client_dedup_id field, based on a 48 hour window as per Snapchat. While this field can be used to account for both single and multi source redundancy, mParticle only supports single source redundancy. To facilitate this, this field is set according to the given event’s unique ID field.

Additional Mappings

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

mParticle Field	Snapchat Field	Description	Required
app_info.os	event_conversion_type	Either WEB, MOBILE_APP, or OFFLINE	Yes
event_type	event_type	Set depending on the incoming event type.	Yes
timestamp_unixtime_ms	timestamp	Event timestamp. This must be in millisecond resolution (ex.1455236520490)	Yes
user_identities.email	hashed_email	Lowercase SHA256 hash of normalized email.	Events without either email, phone number, or IP & user agent will be 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 will be rejected.
ip	hashed_ip_address	Hashed IP Address (SHA-256) of origin	Events without either email, phone number, or IP & user agent will be rejected.
device_info.http_header_user_agent	user_agent	Hashed IP Address (SHA-256) of origin	Events without either email, phone number, or IP & user agent will be rejected.
device_info.ios_advertising_id, device_info.android_advertising_id	hashed_mobile_ad_id	Lowercase SHA256 hash of normalized MAID (IDFA or AAID).	No
device_info.ios_idfv	hashed_idfv	Lowercase SHA256 hash of normalized IDFV.	No

Settings

Configuration Settings

Setting Name	Data Type	Description
Conversions API Token	string	Long lived token used by Snapchat for authentication.
Snap App ID	string	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	string	The mParticle User Identity type to forward as a hashed_phone_number to Snapchat. By default Mobile Number is selected.

Connection Settings

Setting Name	Data Type	Platform	Description
Apple App Id	string	iOS	The unique iOS App Id assigned to a given Snap App. It should be numeric. Example: 447188370
Android App URL	string	Android	The unique Android App URL assigned to a given Snap App. It should be a human interpretable string. Example: com.snapchat.android
Pixel Id	string	Web	The Pixel ID for the Ad Account in question. Example: f5932083-b4da-436e-b63c-94b659dde332