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Snapchat App Debuts Pixel To Help Marketers Track Conversions

Despite still being a bit young in the advertising world, Snapchat is starting to step up their game with the introduction of the new ‘Snap Pixel’. This new addition to the wildly popular social media app will give marketers incredible insight into their ad’s success rate amongst targeted consumers.

What Is A Conversion Pixel?

The idea of a conversion pixel may be a bit foreign. Essentially, a pixel is a tool used to help track conversions. Digitaland.tv describes a pixel as being a, “tiny, transparent, pixel-sized images embedded in everything from emails to banner ads during Digital Banner Production.” Digital advertisers use these pixels to see if their advertisements generated the desired response from consumers who viewed the ad.

Once embedded, these pixels can show marketers if the user converted after viewing an ad or not, which helps marketers determine if the ad is effective or not. It also tells them how well their ad dollar is being spent, which is incredibly important on the bottom line.

How It Can Be Used

We have already discussed how pixels can be used to tell marketers about an ad and its effectiveness, but what else can it do? An article by Casey Wilson of Forbes shares insight into how this tiny tool can be used to better understand your target audience.

Specifically, Wilson says that a pixel can help digital marketers produce the following 3 audience segments:

  • All Site Visitors
  • Cart Abandoners
  • All Converters

It is always critical to understand your target audience. The more information you can gather, the better. This information is what is going to help you generate solid conversions, and in the end every business is looking for more conversions because more conversions mean more money made.

Other Pixel Platforms

Google and Facebook have already been using pixel tracking for quite some time, and have received great results. Social media has shown itself to be an incredible digital marketing medium. Facebook recently released their third quarter reports for 2017 to reveal an astounding $10.14 billion in advertising revenue.

This is the very same stage that Snapchat is now competing on. It will be very interesting to see the effects that the new Snap Pixel has within the industry of digital marketing. It is doubtful that Snapchat will ever rise to the same level of advertising at which Facebook currently operates, but it will certainly be intriguing to see how it all plays out in the months to come.


*Feature image courtesy of: ThoroughlyReviewed