# 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.