> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/ppc/snapchat-ads/data-overview.md).

# Data Overview

Snapchat Ads provides two categories of reports: **performance metrics** (with impressions, clicks, spend, conversions) and **entity lists** (showing your campaigns, ads, and creative assets).

## Report types

| Report Type                       | Contains                                                                              | Date Range Required? | Customizable Metrics? |
| --------------------------------- | ------------------------------------------------------------------------------------- | -------------------- | --------------------- |
| Campaign performance              | Campaign-level metrics with optional demographic/geographic breakdown                 | Yes                  | Yes                   |
| Ad group performance              | Ad group–level metrics with optional demographic/geographic breakdown                 | Yes                  | Yes                   |
| Ad performance                    | Ad-level metrics with optional demographic/geographic breakdown                       | Yes                  | Yes                   |
| Campaign geo\&demography insights | Campaign metrics split by age, gender, country, region, device, or lifestyle category | Yes                  | Yes                   |
| Ad group geo\&demography insights | Ad group metrics split by demographics and location                                   | Yes                  | Yes                   |
| Ad geo\&demography insights       | Ad metrics split by demographics and location                                         | Yes                  | Yes                   |
| List of Campaigns                 | Campaign names, IDs, status, creation date, objective                                 | No                   | No                    |
| List of Ad groups                 | Ad group names, IDs, status, targeting info                                           | No                   | No                    |
| List of Ads                       | Ad names, IDs, status, type, placement                                                | No                   | No                    |
| List of Creatives                 | Creative asset IDs, type, format, dimensions                                          | No                   | No                    |
| List of Media                     | Media file IDs, type, size, format                                                    | No                   | No                    |

## Available metrics

#### Spend and impressions

| Metric                         | Definition                                            |
| ------------------------------ | ----------------------------------------------------- |
| Spend                          | Total amount spent (in account currency)              |
| Impressions                    | Total number of ad impressions                        |
| Swipe-throughs                 | Number of users who swiped the ad                     |
| Impressions (frequency capped) | Impressions after deduplication within frequency caps |

#### Engagement

| Metric                   | Definition                                                       |
| ------------------------ | ---------------------------------------------------------------- |
| Clicks                   | Total clicks on the ad                                           |
| Click-through rate (CTR) | Clicks ÷ impressions                                             |
| Average frequency        | Average number of times an impression was shown to a unique user |
| Shares                   | Number of users who shared the ad                                |
| Video views              | Number of video views (for video ads)                            |
| Quartile 1–4 views       | Video completion percentage (25%, 50%, 75%, 100%)                |

#### Conversions

| Metric                    | Definition                                                  |
| ------------------------- | ----------------------------------------------------------- |
| Conversions               | Total conversions attributed within the selected window     |
| Conversion rate           | Conversions ÷ clicks                                        |
| Conversion value          | Total value of conversions (requires Conversions API setup) |
| Purchase conversion value | Revenue from purchase conversions                           |
| App installs              | Mobile app installations attributed to the ad               |
| Mobile app installs       | App installs attributed to mobile users                     |
| Uninstalls                | App uninstalls attributed to the ad                         |

#### Cost and efficiency

| Metric                    | Definition                          |
| ------------------------- | ----------------------------------- |
| Cost per click (CPC)      | Spend ÷ clicks                      |
| Cost per conversion (CPA) | Spend ÷ conversions                 |
| Cost per swipe            | Spend ÷ swipes                      |
| Return on ad spend (ROAS) | Conversion value ÷ spend            |
| Acquisition cost          | Similar to CPA; varies by objective |

## Available dimensions for geo\&demography reports

#### Audience dimensions

| Dimension                   | Available Values                                               | Notes                                    |
| --------------------------- | -------------------------------------------------------------- | ---------------------------------------- |
| Age                         | 13–17, 18–24, 25–34, 35–44, 45–54, 55–64, 65+                  | Snapchat's age estimation                |
| Gender                      | Male, Female, Unknown                                          | Based on user profile                    |
| Age + Gender                | All combinations of above                                      | Provides granular segmentation           |
| Country                     | ISO country codes (e.g., US, GB, CA)                           | Based on IP and profile                  |
| Country + Device OS         | Country paired with iOS, Android                               | Shows platform mix by geography          |
| Device Make                 | Apple, Samsung, OnePlus, etc.                                  | Hardware manufacturer                    |
| Device OS                   | iOS, Android                                                   | Operating system                         |
| DMA                         | US metro areas (e.g., New York, Los Angeles)                   | Available for US-targeted campaigns only |
| Region                      | US states                                                      | Available for US-targeted campaigns only |
| Snapchat Lifestyle Category | Entertainment, Fashion, Food & Drink, Sports, Technology, etc. | User interest categories                 |

## Attribution windows

Conversion metrics use **attribution windows** to determine which conversions are credited to your ads. Snapchat supports:

* **Post-view windows**: 1 hour, 3 hours, 6 hours, 1 day, 7 days, or 28 days after an impression
* **Post-swipe windows**: 1 day, 7 days, or 28 days after a user swipes (clicks) the ad

You can combine any post-view window with any post-swipe window. If you don't specify an attribution window, Snapchat applies defaults: 1 day post-view and 28 days post-swipe.

## Common metric combinations

<table data-card-size="large" data-view="cards"><thead><tr><th></th><th></th></tr></thead><tbody><tr><td><strong>Campaign ROI analysis</strong></td><td>Spend, Conversions, Conversion Value, ROAS. Use "Campaign performance" report split by "Monthly" to track trends over time.</td></tr><tr><td><strong>Demographic targeting performance</strong></td><td>Conversions, Spend, Age, Gender from a geo&#x26;demography insights report. Compare CPA by age group to refine targeting.</td></tr><tr><td><strong>Geographic expansion</strong></td><td>Impressions, Clicks, Conversions, Country from geo&#x26;demography report. Identify underperforming regions for optimization.</td></tr><tr><td><strong>Creative testing</strong></td><td>Ad performance report with CTR, Video Views (Q1–Q4), Conversions. Compare metrics across ad creative variants.</td></tr><tr><td><strong>Platform performance</strong></td><td>Use "Country + Device OS" dimension to compare iOS vs. Android performance and spending allocation.</td></tr></tbody></table>

## Conversion breakdown

When pulling performance reports, you can optionally break conversions down by source:

| Breakdown Type     | Definition                                               |
| ------------------ | -------------------------------------------------------- |
| Total              | All conversions (default)                                |
| Web                | Conversions from web visits                              |
| App                | Conversions from mobile app interactions                 |
| Offline            | Conversions tracked via Store Visits API or offline data |
| Total off-platform | Conversions outside Snapchat ecosystem                   |
| Total on-platform  | Conversions within Snapchat (e.g., Snap Shop purchases)  |

## Use cases by role

{% tabs %}
{% tab title="Performance Marketers" %}
**Weekly performance dashboards** — Export campaign and ad group performance reports split by "Daily" with metrics like spend, conversions, ROAS, and CPA. Use date pickers to pull last 7 or 30 days and refresh data daily or weekly.

**Creative testing** — Pull ad-level performance reports to compare metrics (CTR, video completion %, conversion rate) across different creative assets. Use Coupler's Join transformation to combine with your ad management system for unified creative performance analysis.

**Demographic targeting** — Export geo\&demography insights (age, gender, country) to identify which audience segments convert best and at what cost. Use this to refine Snapchat targeting and budget allocation.
{% endtab %}

{% tab title="Finance & Operations" %}
**Spend tracking** — Pull campaign performance data split by "Monthly" to match Snapchat spend against invoices and financial records. Schedule a monthly refresh on the last day of each month.

**Budget vs. actual** — Combine Snapchat performance data with your budget spreadsheet using Coupler's Join transformation to compare planned vs. actual spend and ROI by campaign or account.

**Multi-channel reporting** — Append Snapchat data to Facebook Ads and Google Ads exports to create a unified advertising spend report across platforms.
{% endtab %}

{% tab title="Analytics & BI Teams" %}
**Snapchat data in BI tools** — Feed campaign and ad group performance reports into BigQuery, Looker Studio, or your preferred BI platform for dashboard and model building.

**Cross-platform attribution** — Join Snapchat metrics (conversions, spend) with web analytics data to measure Snapchat's contribution to overall marketing goals.

**Entity audits** — Export "List of Campaigns," "List of Ad groups," and "List of Ads" to maintain an inventory of active ads and identify orphaned or paused assets.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **Conversion data delays**: Snapchat's conversion tracking has a 24–48 hour reporting lag. Schedule data flows accordingly for near-real-time dashboards.
* **Attribution windows matter**: The same conversion might be counted differently depending on your attribution window selection. Choose a window that matches your business model (e.g., 28 days post-swipe for longer consideration cycles).
* **Demographic accuracy**: Age and gender data is based on Snapchat user profiles and may not be 100% complete. Expect 5–10% "Unknown" values.
* **DMA and Region dimensions**: Available only for campaigns targeted to the US. If you target other countries, these dimensions will not appear.
* **Placement performance**: Snapchat automatically optimizes placement across Snapchat, Audience Network, and other venues. Use dimension filters or advanced filters to isolate performance by placement type if needed.
* **Video metrics**: Quartile views and video completion metrics are only available for video ads. Carousel and static ads will show null or zero values.
* **API rate limits**: High-frequency refreshes on large multi-account data flows may hit Snapchat's API limits. If you see throttling errors, extend the interval between scheduled runs.


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:

```
GET https://docs.coupler.io/sources/category/ppc/snapchat-ads/data-overview.md?ask=<question>&goal=<endgoal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.