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
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
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
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
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
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
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
Campaign ROI analysis
Spend, Conversions, Conversion Value, ROAS. Use "Campaign performance" report split by "Monthly" to track trends over time.
Demographic targeting performance
Conversions, Spend, Age, Gender from a geo&demography insights report. Compare CPA by age group to refine targeting.
Geographic expansion
Impressions, Clicks, Conversions, Country from geo&demography report. Identify underperforming regions for optimization.
Creative testing
Ad performance report with CTR, Video Views (Q1–Q4), Conversions. Compare metrics across ad creative variants.
Platform performance
Use "Country + Device OS" dimension to compare iOS vs. Android performance and spending allocation.
Conversion breakdown
When pulling performance reports, you can optionally break conversions down by source:
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
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.
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.
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.
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.
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