Snapchat has announced several strategic partnerships aimed
at providing advertisers deeper insights into their Snapchat marketing
campaigns. As the platform continues adapting to data privacy changes brought
on by iOS updates, these new integrations will help fill critical data gaps.
Partnering with analytics leaders Snowflake and AppsFlyer
allows Snapchat to securely deliver key metrics and insights directly within
popular social media management panels commonly used by marketers.
Snowflake is a leading cloud data platform that gives
marketers centralized access to various marketing applications and datasets.
Through its new partnership, Snapchat campaign data will integrate seamlessly
into Snowflake's Marketing Data Cloud.
This will provide advertisers a single pane of glass to view
cross-channel performance and understand the full customer journey. Having
Snapchat metrics and attributions available alongside other marketing data
sources streamlines reporting and analysis.
AppsFlyer is recognized as the measurement partner of choice
for many mobile advertisers. Its attribution capabilities are especially
valuable for analyzing app install campaigns and optimizing strategies based on
which channels are driving the most value.
By partnering with AppsFlyer, Snapchat will now be able to
deliver secure, privacy-centric app install metrics for iOS campaigns. These
mobile metrics integrating directly into top SMM panels take away the headache
of manual tracking or building custom integrations.
One SMM panel that will benefit greatly from these new
Snapchat data partnerships is Google Analytics. As the most popular analytics
tool globally, being able to view Snapchat campaigns alongside search, social,
and display campaigns in Google Analytics provides marketers a holistic view of
their multi-channel efforts. Seeing how different paid and organic tactics work
together to drive leads and sales is critical for resource allocation and
future planning.
Snapchat is also enhancing its Event Quality Score, which
analyzes signals from ads to provide optimization recommendations. The updated
scoring will generate even more personalized insights by analyzing unique
factors for each individual advertiser account, rather than a one-size-fits-all
approach. Getting customized optimization advice tailored specifically to
business goals, target audiences, and historical performance empowers marketers
to make strategic improvements.
As digital advertising becomes more privacy-centric,
platforms must adapt to still fulfill the needs of performance-driven
advertisers. These new Snapchat partnerships are a testament to its commitment
to arming marketers with the tools needed to understand how campaigns on its
network are performing, even with less access to personal user data. By
integrating key metrics and insights directly into the top SMM panels already
in regular use, these partnerships deliver actionable analytics more efficiently.
For example, social media managers at agencies will
appreciate having Snapchat data consolidated along with Facebook, Instagram,
Twitter and other client campaigns in popular SaaS platforms like Hootsuite.
Seeing all paid social activity in one place simplifies reporting,
benchmarking, and strategy sessions with clients. The time saved from
consolidated reporting can be reallocated to more strategic optimization
testing or new campaign development.
If your business is looking to improve ROI from Snapchat ads
or need help leveraging leading SMM panels, consider speaking with the social
media experts at Great SMM. Their team has helped advertisers of all sizes
master Snapchat marketing and squeeze every last dollar of value from each
campaign. With customized strategy recommendations and hands-on guidance, they
can assess your current efforts and identify opportunities to boost engagement,
leads and sales through Snapchat.