Snapchat—Web integration setup for PC and console apps

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At a glance: Learn how to integrate Snapchat Ads web for PC and console apps with AppsFlyer and set up campaigns in Snapchat Ads web.

Warning

This integration is only available for PC and console apps, such as Steam, Epic, or Native PC. For mobile apps, see the Snapchat Ads integration setup page.

Overview

This article contains information and steps on how to set up and use Snapchat Ads web for PC and console apps with AppsFlyer.

Prerequisite

Before activating the Snapchat Ads web integration, make sure you have a business account in Snapchat Ads Manager.

Activating partner in AppsFlyer

To activate the partner integration:

  1. In AppsFlyer, from the side menu, open Collaborate > Partner Marketplace.
  2. Search for Snapchat Ads web (snapweb_int) and select it.
  3. Click Set up integration. You’re directed to the Active Integrations setup page.
  4. In the Integration tab, turn on Activate partner. The toggle must stay on (activated) for as long as you work with the partner.
  5. Complete the configuration using the relevant tabs, as described in the next section.

Setting up Snapchat Ads web in AppsFlyer

In this part of the setup, you can also set up postbacks to Snapchat Ads web via the Snapchat events API. The Snapchat Ads web (snapweb_int) integration uses an Events API tool provided by Snapchat Ads, allowing advertisers to send data from their PC and console apps directly to Snapchat's servers. Such data may include user actions, such as purchases, registrations, and other types of conversions performed on non-mobile platforms (websites or applications). The data is then used by Snapchat Ads to optimize ad targeting, measure ad performance, and build custom audiences for retargeting.

The integration with Snapchat Ads web only supports sending postbacks for installs and in-app events.

Integration tab

The Integration tab comprises several sections, as described below.

Activate partner

To configure the integration, you must first turn on the Activate partner toggle.

General settings

Enable view-through attribution

AppsFlyer supports view-through attribution for Snapchat Ads web campaigns using probabilistic modeling (PMOD) and a Smart Script or Smart Banner-enabled landing page. This allows AppsFlyer to attribute app installs that result from users viewing an ad and then later installing the app, even across platforms, without requiring a direct click.

When a user clicks a Snapchat ad on the web and lands on a Smart Script or Smart Banner-enabled landing page, AppsFlyer can attribute the downstream app install. If available, the ScCid will be included in the postback to Snapchat to enhance attribution fidelity.

To enable view-through attribution:

  1. In AppsFlyer, from the sidebar, open Active Integrations > Snapchat Ads web ads.
  2. In the Integration tab, scroll to the Install attribution section.
  3. Turn on Install view-through attribution.
  4. [optional] Turn on Cross-platform equal attribution priority and set its lookback window. For more information, see Enable equal priority for cross-platform impressions.
  5. Open the Attribution link tab.
  6. Scroll to the View-through attribution section and set the view-through lookback window (up to 24 hours).
  7. Click Save integration to apply your settings.

Default postbacks

Postbacks for installs are sent automatically only to Snapchat Ads web.

In-app event postbacks

Configure the mapping of in-app event postbacks that are sent to Snapchat Ads web. These events can be viewed in the Snapchat Ads Manager.

  1. Turn on In-app event postbacks.

  2. Click Add event to add an SDK or server-to-server event to the list. The following table lists and describes the fields:

    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.

    • Click Add item and enter the event name.
    mapped to partner event

    The unique name or ID of each event, as defined on the partner's side. 

    • Select from the list the most suitable pre-defined partner event.
    for users from This partner only: In-app event postbacks are sent only for events attributed to this partner.
    including Values and revenue: All event parameters, including the revenue value (if it exists in the event), are sent in the postback.
  3. [Optional] Click the Add condition icon to set conditions for an event. For more information, see Conditional in-app event postbacks.
  4. Set the In-app event postback window. For more information, see in-app event postback window.
  5. Click Save integration.
  6. [Optional] After saving the integration, while remaining on the configuration page, you can integrate more of your apps with the partner:
    1. From the top-left corner, under the partner name, click the app name to open the list of apps.
    2. Select a different app from the drop-down list.
    3. Repeat the integration steps for the selected app.

Attribution link tab

Generating an attribution link in the AppsFlyer UI isn't currently available. You can use a cross-platform landing page with SmartScript, or you can create a direct attribution link for your app. See the table below.

Option Actions Who's involved
Cross-platform landing page

Recommended. Use this option when your campaign promotes an app that’s available on multiple platforms, such as Epic and Steam.
Learn about cross-platform landing pages

Learn how to set up a cross-platform landing page
Make sure all relevant URL parameters (that are later captured by the Smart Script) are appended to the ad URL

  • Make sure the script takes the ScCid value from the incoming URL and adds it to the generated link. This means you must map the outgoing ScCid URL parameter to the incoming ScCid parameter.
    Note: To display ScCid in AppsFlyer raw data reports, the incoming ScCid parameter must also be mapped to one of the outgoing parameters af_sub[1–5].
  • Optional. You can use Snapchat’s dynamic URL macros instead of hard-coding the values manually. For more info, see the Snapchat official documentation.
 Marketer (may require developer assistance)
Direct attribution link

If you don't use a cross-platform landing page, because you only have one app on one platform, you can create direct attribution links to place behind ads. 
Learn how to create direct attribution links

Make sure the mandatory parameters are included in your link:

  • af_media_source
  • af_campaign_id
  • af_r

Template to use for Snapchat Ads web ad link:

https://engagements.appsflyer.com/v1.0/c2s/click/app/{platform}/{app_id}?af_media_source=snapweb_int&af_campaign_id={{campaign.id}}&af_campaign={{campaign.name}}&af_adset={{adSet.name}}&af_adset_id={{adSet.id}}&af_ad={{creative.name}}&af_ad_id={{ad.id}}&af_channel={{site_source_name}}&af_r={encoded landing page and URL params}

Sample link of a Snapchat ad web link leading to Steam: 

https://engagements.appsflyer.com/v1.0/c2s/click/app/steam/123456?af_media_source=snapweb_int&af_campaign_id={{campaign.id}}&af_campaign={{campaign.name}}&af_adset={{adSet.name}}&af_adset_id={{adSet.id}}&af_ad={{creative.name}}&af_ad_id={{ad.id}}&af_r=https%3A%2F%2Fstore.steampowered.com%2Fapp%2F440%2FTest_app2%2F%3Futm_term%3Dhello

Note: The template includes some dynamic URL parameters supported by Snapchat. If you prefer, you can replace them with real values manually.

 Marketer

Cost tab

Cost isn't available for Snapchat Ads web.

Ad revenue tab

Ad revenue isn't available for Snapchat Ads web.

Permissions tab

Currently, permissions aren't granted to Snapchat Ads web.

Setting up campaigns in Snapchat Ads web for PC and console apps

Set up your campaign in Snapchat Ads Manager. For more information, see Set up AppsFlyer integration in Snapchat Ads.

When you set up your new campaign:

  • Select Website as the conversion location.
  • When you name your Snapchat conversion pixel, enter the same pixel ID you entered for snapweb_int in the AppsFlyer Partner Marketplace.
  • When you enter the website URL as the destination for your ad, the URL should be for one of the following:
    • Web landing page (recommended when you have an app on multiple platforms)
    • Store URL (recommended when your app is in a single app store, on a single platform)

View web-to-app attribution data

Although web-based conversion events are sent to Snapchat under the original snapweb_int PID, they are reported in the AppsFlyer dashboard and raw data reports under the snapchat_int PID. This applies to both primary conversion events and conversion assist events.

This unified reporting view allows you to analyze the performance of both web and app campaigns in one place, including comprehensive web and mobile cost reporting.

View in the dashboard

All Snapchat web-to-app attributions appear under snapchat_int in the Overview and Activity dashboards. This provides a single, consolidated view of campaign results across platforms. Use standard filters and breakdowns to compare app and web traffic within your Snapchat Ads data.

View in raw data and API reports

  • Raw data exports and API responses include the snapchat_int PID in the media_source field for Snapchat web activity. To verify web campaign setup details, refer to the original_url field that shows snapweb_int as the PID used during the creation of web campaigns.
  • Postback reports show snapweb_int as the original media source to which the postback was sent.

Traits and limitations

Trait Description
Clicks and impressions (Temporary limitation) Clicks and impressions for campaigns targeting PC & Console apps are temporarily not available from Snapchat SRN.