Install the Snap Pixel and confirm it records the events you pay for

What the Snap Pixel does

The Snap Pixel is a tracking tag on your website that links people who saw or swiped on your ads to actions on your pages. The base install sends a PAGE_VIEW event. On top of it you add events for the steps that matter to you, such as a sign-up, a lead, an add to cart or a purchase. Snapchat lists purchases, sign-ups, add to cart, start checkout, view content, search and others as measurable conversion events.

Decide which one or two events represent your business result before you touch the code. For a service business that is usually one lead or sign-up event; for a shop it is a purchase with a value and currency. More events do not help if you cannot tell which of them you actually care about, and a pixel event fired on every page load will make results look better than they are.

Install the base code on every page, either directly or through a tag manager, and fire the conversion event only on the confirmation step, such as the thank-you page or the callback of a successful form submission. That keeps one real result equal to one event.

Verification is part of installation. In the account you can see the pixel's domains and the number of events received in recent days. The API documentation describes the list of domains that fired the pixel in the last seven days and stats by domain. If your own domain is missing, the code is not reaching Snapchat.

What a verified pixel gives you

Leads and Sales campaigns have a real result to optimize for.
You see on which domain and how often events arrive, so you can catch a broken tag early.
The same event definition can be reused when you add the Conversions API.

Install and check it in five steps

Create or find the pixel in the ad account's events area and copy the base code.
Add the base code to every page of the site, or publish it through your tag manager.
Fire the conversion event only after the real outcome (a submitted form, a completed order).
Open your site, complete the action yourself in a normal browser window, and check that the event count and domain appear in the account.
Record the event names and the page that fires each one in a short note for the team.

Good to know

Ad blockers and browser privacy settings can stop some pixel events, which is one reason to add the Conversions API later.
AdAce Ads can list the account's Snap Pixels and show the domains and event counts for the last seven days (a tag health check). The Snapchat integration is in early access; no live account has been connected yet.

Sources and further reading

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