Snapchat—Advanced SRN integration setup

For:
Marketers
Last update:

At a glance: From mid-September 2023, Snapchat has become an Advanced SRN. Learn how to set up the integration between AppsFlyer and Snapchat to enable attribution measurement.

Overview

An Advanced SRN integration means that all dual-consented traffic is attributed and reported as regular SRN traffic. For non-consented traffic, AppsFlyer is able to attribute and measure attribution based on clicks and impressions coming from Snapchat using other attribution methods, in accordance with privacy restrictions.

Setting up Snapchat integration

Prerequisite: Before setting up the integration, make sure you contact the partner and open an account with them.

To activate or edit the integration:

  1. To activate: In AppsFlyer, from the side menu, select Collaborate > Partner Marketplace.
    To edit: In AppsFlyer, from the side menu, select Collaborate > Active Integrations.
  2. Search for the Snapchat and select it.
  3. Click Set up integration. You’re directed to the integration setup page.
  4. In the Integration tab, select the app for the integration and turn Activate partner on.
    Note: The toggle must be on (activated) for as long as you work with the partner.
  5. Complete the configuration using the relevant tabs, as described below.

For a detailed description of the partner configuration window header, click here.

 Note

Integration tab

The integration supports click and impression attribution, cost, ad revenue, and audiences.

Activate partner

On the first visit here, you must turn on Activate Partner to enable setup.
For more details about partner activation click here.

Enable attribution

Enable Activate Partner to allow attribution to Snapchat.

mceclip0.png

General settings

Snap App ID

  1. In your Snap Business Manager, go to Apps, and copy the Snap App ID (read Snapchat's guide on how to generate a Snap App ID).
  2. Paste the ID in the Snap App ID field in AppsFlyer.

snapchat-app-id.png

In case the app is promoted by an agency,

  • Snap App ID can be added by the advertiser only. 
  • If the agency is under the same organization as you on Snapchat ad platform, use only one Snap App ID.
  • If the agency is under a different organization on Snapchat ad platform, request from them to provide their Snap App ID for this app, and enter it in this field. Multiple IDs can be entered. Press Enter after each ID.

Install attribution

Set the different attribution windows to attribute new installs (first launches) of users who viewed, clicked, or engaged with your ad. Note that only installs within the lookback window may be attributed to Snapchat. At this stage, the [Beta] engaged attribution types are for beta customers only.

Note: Attribution for reinstalls (any install that isn’t the initial setup on the device) isn’t supported.

  1. Set the Install click-through lookback window to either 1-23 hours or 1-30 days.
    Note: Snapchat recommends aligning with them by setting the Install click-through lookback window to 7 days.
  2. [Beta] Set the Install engaged click-through lookback window to either 1-23 hours or 1-7 days.
    Note: Snapchat recommends aligning with them by setting the Install engaged click-through lookback window to 2 days.
  3. [Optional] Turn on Install view-through attribution and set the lookback windows:
    • [Beta] Install engaged view-through lookback window to either 1-23 hours or 1-7 days.
      Note: Snapchat recommends aligning with them by setting the Install engaged view-through lookback window to 2 days.
    • Install view-through lookback window between 1-24 hours.
      Note: Snapchat recommends aligning with them by setting the Install view-through lookback window to 1 day.

Re-engagement attribution

Set the different attribution windows to attribute re-engagements of your existing users who viewed, clicked, or engaged with your ad. Note that only re-engagements within the lookback window may be attributed to Snapchat. At this stage, the [Beta] engaged attribution types are for beta customers only.

  1. Set the Re-engagement click-through lookback window to either 1-23 hours or 1-30 days.
    Note: Snapchat recommends aligning with them by setting the Re-engagement click-through lookback window to 7 days.
  2. [Beta] Set the Re-engagement engaged click-through lookback window to either 1-23 hours or 1-7 days.
    Note: Snapchat recommends aligning with them by setting the Re-engagement engaged click-through lookback window to 2 days.
  3. [Optional] Turn on Re-engagement view-through attribution and set the lookback windows:
    • [Beta] Re-engagement engaged view-through lookback window to either 1-23 hours or 1-7 days.
      Note: Snapchat recommends aligning with them by setting the Re-engagement engaged view-through lookback window to 2 days.
    • Re-engagement view-through lookback window between 1-24 hours.
      Note: Snapchat recommends aligning with them by setting the Re-engagement view-through lookback window to 1 day.
  4. Set the Re-engagement window to either 1-23 hours, 1-90 days, or Lifetime.

Ignore active users for retargeting

Set a window timeframe to ignore re-engagements and re-attributions of users who launched your app. This means their activity during the window timeframe isn't recorded in AppsFlyer. 

 Note

Re-engagement and re-attribution conversions of users who were dormant in the set timeframe are recorded. 

  1. Turn on Ignore active users for retargeting.
  2. Set the Inactivity window.

In-app event postbacks

Map AppsFlyer events with the partner via postbacks. If postback sending is enabled, this includes rejected in-app events (events blocked by Protect360 or events found to be non-compliant by target validation rules).

mceclip0.png

To configure in-app event postbacks: 

  1. Set the Partner ID (if required).
  2. Enable In-app event postback.
  3. Set the In-app event postback window, if required (read more about in-app event postback window configuration).
  4. If available, select whether to send events automatically or manually. Learn more about sending all events as they are.
  5. Click Add event to add an SDK or server-to-server event to the list.
  6. Complete the parameters required.
  7. [Optional] Click conditional-iae-postbacks-icon.png to set conditions for sending certain in-app events to the partner.
    Learn more about conditional in-app events postbacks. 
Parameter name Description
AppsFlyer event

The name of the event, as received by AppsFlyer either from the SDK integrated into your app or from server-to-server events.
Tip: Don't see the event you are looking for?

  • Make sure to activate the event on a device with a non-organic installation and recheck.
  • Type it in AppsFlyer event, then click Create custom. Read more about custom event mapping.
mapped to partner event

The unique name or ID of each event, as defined on the partner's side. Possible mapping configurations are:

  • Text field: Get the corresponding event ID from the partner.
  • Drop-down box: Select the most suitable pre-defined AppsFlyer event.
  • As is: Send the events as they are, without name mapping.
for users from

Select the sending option for the event:

  • This partner only: send postbacks only when this event is attributed to this partner.
  • All media sources including organic: send postbacks for events attributed to any partner and organic events.
including
  • No data (default): send only the event itself without the event value.
  • Values and revenue: send all the event parameters, including the revenue value (if exists in the event).
  • Values without revenue: send all the parameters excluding the revenue value.

 

Attribution link tab

Attribution links are not available for Snapchat.

 Note

For all SRNs, such as Facebook, Apple Search Ads, Adwords, Snapchat etc. this tab is not functional, as they do not use external attribution links.

Cost tab

The cost integration provides the following aggregated data:

  • Cost data for your campaigns, adsets, ads, and channel levels. See the ad network cost integration table for full details on the supported dimensions, metrics, and features.
    Note: Cost data requires an ROI360 subscription. 
  • Data on clicks and impressions.

To enable the cost API:

Cost data sync status

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard.

Stop Snapchat cost sync

To stop getting Snapchat cost and to delete a connected Snapchat account:

 Notes

  • Make sure your campaign setup in Snapchat is for either an iOS or Android app; not both. If the campaign is for both apps, AppsFlyer can't break down the cost per app, and the cost does not display in AppsFlyer.
  • To avoid discrepancies in cost data, set the same timezone in both app settings and your Snapchat advertising account.
  • Once you set Snap's cost do not change the name of any running campaign, ad set, or single ad, as it may cause serious discrepancies or missing cost data.

Ad revenue tab

Ad Revenue is not supported in the integration with this partner.

Permissions tab

Select which permissions to grant Snapchat to access your data and perform various actions.

 Note

When the integration is deactivated while the Permissions toggle is still turned on, permissions remain granted.

Deep linking with Snapchat

Deep linking with Snapchat is based on using a native deep link in Snapchat's platform, while adding AppsFlyer parameters to it.

To perform deep linking with Snapchat:

  1. Verify that deep linking for retargeting is enabled for Snapchat.
  2. Verify that re-engagement attribution is enabled in AppsFlyer.
  3. Take the app's deep link scheme URI and add at least the following parameters:
  • PID - The media source in this case is always snapchat_int. This enables all data to appear in the AppsFlyer dashboard under the Snapchat_int media source.
  • C - the relevant campaign name
  • is_retargeting=true - this field defines the campaign as a retargeting campaign. The engagements of existing users with the retargeting campaign are marked as re-engagements due to the existence of this field in the URI. This ensures the user's data appear in the retargeting dashboard.

 URI Example

client://home?pid=snapchat_int&c=TEST&is_retargeting=true

How to set up deep links on Snap platform?

  1. Go to Drive traffic to app opportunity type.
  2. Add the Deeplink URI:

Deferred deep linking with Snapchat

You can access Snapchat user conversion data in real-time directly at the SDK level using deferred deep linking. 

The Snapchat conversion data includes the af_dp parameter, which enables you to deep link and serve customized content, based on the user's engagement with your ad in Snapchat.

In addition, you can use other conversion data parameters such as af_adset or af_channel. 

Agencies working on behalf of advertisers can turn on the Snapchat integration and start getting attribution for their campaigns. However, this integration has some limitations when it comes to agencies.

Setting up Snapchat for agencies

Agencies working on behalf of advertisers can turn on the Snapchat integration and start getting attribution for their campaigns. However, this integration has some limitations when it comes to agencies

Agency limitations

  • An agency can access the Snapchat integration only after the advertiser they work with has activated it on their side.
  • Attribution parameters showing on the agency's integration page are inherited from the advertiser's integration in view-only mode. This means the agency can see how the advertiser configured the attribution lookback windows but can't configure them on their own. 
  • For post-attribution events, if granted permission by the advertiser, an agency can configure in-app event postbacks. 
  • An agency can't turn on the Advanced Privacy setting (even when granted permission)—this is limited to the advertiser only.

To set up Snapchat for agencies:

  1. In AppsFlyer, under Configuration go to Partner Marketplace. 
  2. Find Snapchat and select it.
  3. Enter your agency's Snapchat Account ID. This identifies agency traffic and distinguishes it from the advertiser's. You can enter up to 50 different Snapchat account IDs. All attribution data coming from the accounts you entered are visible under the agency's dashboard.
  4. Click Save Integration.

snapchat-agency-integration.png

 Warning

Snapchat account IDs mustn't be shared between the advertiser or the agency. If they are shared then ALL the advertiser's installs are automatically attributed on the agency's dashboard.

Raw data restrictions

  • Starting March 1, 2023, Snapchat Uninstalls aren’t included in the raw data reports
  • Starting September 12, 2023, Snapchat is providing advertisers with limited view-through attribution data at the device level. For user-level sources, such as raw data reports, Push API messages, Pull API reports, Export data page, and Data Locker, only the following fields are populated:
    • Media source (snapchat_int)
    • Channel
    • Attributed touch type (impression)
    • Attributed touch time (reported as date only - "dd/mm/yyyy")
    • Campaign is reported as "restricted"

Keeping Snapchat data

Snapchat requires attribution providers to delete its user-level data 12 months after the install. This means that the events performed by these users 12 months after they install the app are counted as organic.

Past aggregate data remains the same.

See also

Snapchat and AppsFlyer SKAdNetwork interoperation