Snapchat Ads: supported metrics and dimensions
Snapchat Ads API provides different sets of metrics and dimensions for different reports, you may review them below.
Performance reports
All performance reports have same set of available metrics. Only difference is available dimensions.
Metrics
Performance metrics list
| Metric |
Description |
| Impressions |
Impression Count
|
| Clicks |
Swipe-Up Count
|
| Total screen time (ms) |
Total Time Spent on top Snap Ad (milliseconds)
|
| Paid frequency |
Average # of Impressions per User Reached
|
| CTR |
% of Impressions that Swiped-Up
|
| Paid reach |
The number of unique paid impressions
|
| Profile clicks |
# of times users tapped the logo in the upper corner taking them to the profile page
|
| Paid impressions |
The total number of times your ad was served to a Snapchatter. Tracked when the ad fully renders on a device for the first time during a Snapchatter’s viewing session
|
| Earned impressions |
The number of times your ad was viewed after being shared by a Snapchatter via Chat or Stories
|
| Total impressions (paid+earned) |
The sum of both paid and earned impressions. |
| Reach |
The total number of unique users who have seen any content or ad. |
| Earned reach |
The number of unique users who have seen content through non-paid distribution. |
| Leads |
Total number of Snapchat users that swipe up, fill out the required fields, and hit ‘Submit’ on Lead Form attachments. If a user swipes down or cancels before hitting ‘Submit,’ this action is not counted |
| Average screen time (ms) |
Average Top Snap view time across all impressions |
Longform video metrics list
| Metric |
Description |
| Longform video plays at 25% |
The number of times longform videos reached 25% of their total length, indicating early engagement. |
| Longform video plays at 50% |
Counts when longform videos were played until they reached 50% of their duration, showing moderate viewer interest. |
| Longform video plays at 75% |
The total plays where longform videos hit 75% of their length, demonstrating strong viewer engagement. |
| Longform video video completions |
The number of times a longform video was viewed in its entirety, indicating full engagement and interest. |
| Longform video 10 seconds plays |
The count of longform video plays that lasted at least 10 seconds, suggesting initial attention capture. |
Engagement metrics list
| Metric |
Description |
| Shares |
The total number of times content has been shared by users, indicating its appeal and the extent of user engagement. |
| Saves |
The number of times users have saved content for later, reflecting its value and interest to the audience. |
| Story opens |
Total count of story content being opened by users, measuring the initial engagement with story-based content. |
| Story completes |
The number of times story content was viewed from start to finish, indicating complete engagement with the story. |
Conversions & Costs metrics list
- All conversions available in 3 options: total conversions, view conversions or swipe conversions.
- If you use "Conversion breakdown" setting, you also can receive each conversion value and it's cost broken down by source: total, app, web, offline, total on platform and total off platform.
| Conversion |
Description |
App installs
|
Total app installations across all platforms. |
| App installs (iOS) |
The number of times the iOS app was installed by users. |
| App installs (Android) |
The number of times the Android app was installed. |
| Achievements unlocked |
The count of unique achievements users have unlocked in the app. |
| Ad clicks (swipes up) |
The total number of times users swiped up on an ad, indicating interest. |
| Ad views |
The total number of times ads were viewed by users. |
| Add billing |
Instances where users added billing information to their account. |
| Add to cart |
The number of times items were added to a shopping cart. |
| Adds to wishlist |
The number of times items were added to a wishlist. |
| App opens |
The total number of times the app was opened by users. |
| Completed tutorials |
The number of times users completed an in-app tutorial. |
| Invites sent |
The count of invites users sent to others to join the app or service. |
| Levels completed |
The total number of levels completed by users in the app. |
| Lists viewed |
The number of times users viewed lists within the app. |
| Logins |
The total number of logins to the app or service. |
| Pages viewed |
The total number of pages viewed within the app or service. |
| Purchases |
The number of purchases made within the app or service. |
| Rates submitted |
The number of times users submitted ratings for something within the app. |
| Reservations |
The number of reservations made through the app. |
| Saves |
The total number of times users saved something within the app. |
| Searches |
The total number of searches performed by users within the app. |
| Shares |
The number of times users shared content from the app with others. |
| Sign ups |
The number of new user registrations for the app or service. |
| Credits spent |
The total amount of in-app credits users have spent. |
| Start checkout |
The number of times users started the checkout process. |
| Trial starts |
The count of users who started a trial period for the app or service. |
| Subscriptions |
The number of subscriptions started within the app or service. |
| View content |
The total number of times content was viewed within the app. |
| Store visits |
The count of visits to physical stores as tracked by the app. |
| Custom event 1 |
A custom event tracked within the app, specific to its use-case. |
| Custom event 2 |
A custom event tracked within the app, specific to its use-case. |
| Custom event 3 |
A custom event tracked within the app, specific to its use-case. |
| Custom event 4 |
A custom event tracked within the app, specific to its use-case. |
| Custom event 5 |
A custom event tracked within the app, specific to its use-case. |
SKAN conversions list
- All SKAN conversions available in 3 options: total conversions, view conversions or swipe conversions.
| SKAN conversion |
Description |
| Achievements unlocked |
Count of achievements users have unlocked within the app. |
| Ad clicks (swipes up) |
Total number of ad swipe-up interactions, indicating user engagement with the content. |
| Ad views |
Number of times ads have been viewed by users, indicating reach and exposure. |
| Add billing |
Instances where users added or updated their billing information in the app. |
| Add to cart |
Number of times items have been added to the shopping cart, indicating interest in purchase. |
| Adds to wishlist |
Count of items users have added to their wishlist, showing interest in future purchase. |
| App installs |
Total number of times the app has been installed across various platforms. |
| App opens |
Total count of app opening events, indicating user engagement and app usage frequency. |
| Assisted installs |
Installs attributed to indirect marketing efforts, such as referrals or assists. |
| Completed tutorials |
Number of tutorials completed by users, indicating onboarding success and engagement. |
| Credits spent |
Total in-app credits spent by users, indicating engagement and monetization success. |
| Custom event 1 |
First custom event tailored to specific app interactions or user behaviors. |
| Custom event 2 |
Second custom event designed for tracking specific actions or milestones in the app. |
| Custom event 3 |
Third custom event for detailed analysis of unique interactions or behaviors in the app. |
| Custom event 4 |
Fourth custom-defined metric for capturing specific user actions or engagement levels. |
| Custom event 5 |
Fifth specialized event tracking for nuanced app user interactions or achievements. |
| Invites sent |
Number of invites users have sent to others to join or engage with the app. |
| Levels completed |
Total count of completed levels by users, showing progression and engagement. |
| Lists viewed |
Number of times users have viewed lists within the app, indicating content engagement. |
| Logins |
Total login events, showing user return rate and app stickiness. |
| Pages viewed |
Count of page views within the app, indicating user exploration and interest. |
| Purchases |
Total purchases made within the app, a direct indicator of revenue generation. |
| Rates submitted |
Number of times users have rated content or products within the app. |
| Reservations |
Count of reservations or bookings made through the app, indicating service utilization. |
| Saves |
Total save events, where users bookmark or save content for later reference. |
| Searches |
Number of searches performed by users, indicating active content discovery. |
Story ad metrics list
| Metric |
Description |
| Story ad position impressions |
Total number of impressions for ads positioned within stories, indicating the reach of story-based ad placements. |
| Story ad position screen time (ms) |
Total time, in milliseconds, that story ads were displayed on screen, measuring user engagement with these ads. |
| Story ad position CTR |
Percentage of story ad impressions that resulted in a swipe up action, indicating effectiveness in encouraging user interaction. |
| Story ad position average screen time (ms) |
Average time, in milliseconds, that story ads were on screen per impression, offering insight into engagement depth with these ads. |
Video metrics list
| Metric |
Description |
| Video plays at 25% |
The number of times a video was played until it reached 25% of its total duration, indicating initial engagement. |
| Video plays at 50% |
The count of plays where the video reached 50% of its length, showing moderate viewer interest. |
| Video plays at 75% |
The total plays where a video was watched until it hit 75% of its length, demonstrating higher engagement. |
| Video plays at 100% |
The number of times a video was played from start to finish, indicating full viewer engagement. |
| Video views |
The total number of times a video was viewed, offering a broad metric of its overall reach and appeal. |
| Video 2 seconds plays |
Counts the number of times a video was played for at least 2 seconds, suggesting initial capture of viewer attention. |
| Video 15 seconds plays |
The number of times a video was watched for at least 15 seconds, indicating a deeper level of engagement. |
| Play time (ms) |
Total play time of all video views in milliseconds, measuring the cumulative engagement with the video content. |
Viewability metrics list
| Metric |
Description |
| Viewable impressions |
Number of impressions that were 100% viewable on a user’s screen for 1 second for display ads or 2 seconds for video ads. |
| Non-viewable impressions |
Number of impressions that did not meet the criteria for a viewable impression |
| Viewable rate |
The percentage of the time that your paid Snap Ad impression met the qualifying viewable impression criteria |
| Measured impressions |
Number of impressions that were measured for viewability |
| Gross impressions |
Total impressions delivered, this includes invalid traffic which is excluded from spend & all other delivery metrics. |
Dimensions
These dimensions are returned automatically based on the report type you selected, you can hide not needed on transformation step in Coupler.io.
Campaign dimensions list
| Dimension |
Description |
| Account: Account Id |
The unique identifier for an advertising account. |
| Account: Account name |
The name of the advertising account. |
| Report: Date |
The starting date of the reporting period. |
| Report: End date |
The ending date of the reporting period. |
| Report: Swipe Up attribution window |
The time frame for attributing swipe-up actions to this campaign. |
| Report: View attribution window |
The time frame for attributing views to this campaign. |
| Campaign: Campaign Id |
The unique identifier for a campaign. |
| Campaign: Campaign Name |
The name of the campaign. |
| Campaign: Campaign updated at |
The date and time when the campaign was last updated. |
| Campaign: Campaign created at |
The date and time when the campaign was created. |
| Campaign: Campaign status |
The current status of the campaign. |
| Campaign: Objective |
The objective or goal of the campaign. |
| Campaign: Daily budget |
The daily budget allocated for the campaign. |
| Campaign: Lifetime spend cap |
The maximum amount to be spent over the campaign's lifetime. |
| Campaign: Buy model |
The purchasing model for the campaign's budget. |
| Campaign: Delivery status |
The delivery status of the campaign. |
| Campaign: Creation state |
The creation state of the campaign, indicating its setup progress. |
Ad squad dimensions list
| Dimension |
Description |
| Report: Ad account Id |
The unique identifier for an advertising account. |
| Report: Ad account name |
The name of the advertising account. |
| Report: Start date |
The starting date of the reporting period. |
| Report: End date |
The ending date of the reporting period. |
| Report: Swipe Up attribution window |
The time frame for attributing swipe-up actions. |
| Report: View attribution window |
The time frame for attributing views. |
| Ad squad: Id |
The unique identifier for an ad squad. |
Ad dimensions list
| Dimension |
Description |
| Report: Ad account Id |
The unique identifier for an advertising account. |
| Report: Ad account name |
The name of the advertising account. |
| Report: Start date |
The starting date of the reporting period. |
| Report: End date |
The ending date of the reporting period. |
| Report: Swipe Up attribution window |
The time frame for attributing swipe-up actions. |
| Report: View attribution window |
The time frame for attributing views. |
| Ad: Id |
The unique identifier for an ad. |
Geo & Demography Insights reports
Metrics
Delivery metrics list
These metrics are compatible with all demo&geo dimensions.
| Group |
Name |
Description |
| Performance |
Impressions |
Impression Count |
| Performance |
Clicks |
Swipe-Up Count |
| Video |
Video plays at 25% |
Video Views to 25% |
| Video |
Video plays at 50% |
Video Views to 50% |
| Video |
Video plays at 75% |
Video Views to 75% |
| Video |
Video plays at 100% |
Video Views to completion |
| Cost |
Amount spend |
Amount Spent (micro-currency) |
| Video |
Video views |
The total number of impressions that meet the qualifying video view criteria of at least 2 seconds of consecutive watch time or a swipe up action on the Top Snap |
| Longform video |
Longform video plays at 25% |
Long Form Video Views to 25% |
| Longform video |
Longform video plays at 50% |
Long Form Video Views to 50% |
| Longform video |
Longform video plays at 75% |
Long Form Video Views to 75% |
| Longform video |
Longform video completions |
Long Form Video Views to completion |
| Attachment |
Total attachment view time (ms) |
Total Attachment View Time (milli-seconds) |
| Longform video |
Longform video 10 seconds plays |
Long Form Video Attachment Views |
| Engagement |
Story opens |
# of times users tapped on the ad tile in the feed to view the Story Ad |
| Engagement |
Story completes |
# of times users viewed through to the last Snap of your Story Ad |
| Engagement |
Shares |
# of times lens/filter was shared in a Chat or Story |
| Engagement |
Saves |
# of times lens/filter was saved to Memories |
Conversions metrics list
These metrics are compatible only with Country, Gender, Age and Device Operating System dimensions.
| Conversion Event |
Description |
| App installs (Android) |
Total # of App Installs |
| Purchases |
# of attributed “PURCHASE” conversion events |
| Purchases value |
Value of attributed “PURCHASE” conversion events (microcurrency in Ad Account’s currency) |
| Saves |
# of attributed “SAVE” conversion events |
| Start checkout |
# of attributed “START_CHECKOUT” conversion events |
| Add to cart |
# of attributed “ADD_CART” conversion events |
| View content |
# of attributed “VIEW_CONTENT” conversion events |
| Add billing |
# of attributed “ADD_BILLING” conversion events |
| Sign ups |
# of attributed “SIGN_UP” conversion events |
| Searches |
# of attributed “SEARCH” conversion events |
| Levels completed |
# of attributed “LEVEL_COMPLETE” conversion events |
| App opens |
# of attributed “APP_OPEN” conversion events |
| Pages viewed |
# of attributed “PAGE_VIEW” conversion events |
| Subscriptions |
# of attributed “SUBSCRIBE” conversion events |
| Ad clicks (swipes up) |
# of attributed “CONVERSION_AD_CLICK” conversion events |
| Ad views |
# of attributed “CONVERSION_AD_VIEW” conversion events |
| Completed tutorials |
# of attributed “CONVERSION_COMPLETE_TUTORIAL” conversion events |
| Invites sent |
# of attributed “CONVERSION_INVITE” conversion events |
| Logins |
# of attributed “CONVERSION_LOGIN” conversion events |
| Shares |
# of attributed “CONVERSION_SHARE” conversion events |
| Reservations |
# of attributed “CONVERSION_RESERVE” conversion events |
| Achievements unlocked |
# of attributed “CONVERSION_ACHIEVEMENT_UNLOCKED” conversion events |
| Adds to wishlist |
# of attributed “CONVERSION_ADD_TO_WISHLIST” conversion events |
| Credits spent |
# of attributed “CONVERSION_SPEND_CREDITS” conversion events |
| Rates submitted |
# of attributed “CONVERSION_RATE” conversion events |
| Trial starts |
# of attributed “CONVERSION_START_TRIAL” conversion events |
| Lists viewed |
# of attributed “LIST_VIEW” conversion events |
| Store visits |
# of attributed “VISIT” conversion events |
| Custom event 1 |
# of attributed “CUSTOM_EVENT_1” conversion events |
| Custom event 2 |
# of attributed “CUSTOM_EVENT_2” conversion events |
| Custom event 3 |
# of attributed “CUSTOM_EVENT_3” conversion events |
| Custom event 4 |
# of attributed “CUSTOM_EVENT_4” conversion events |
| Custom event 5 |
# of attributed “CUSTOM_EVENT_5” conversion events |
Dimensions
In advance to regular dimensions like Campaign name or Ad id, in demo&geo reports you can receive your metrics split based on demography and geography dimensions. Review available list below.
Dimensions list for Geo&Demo insights reports
| Dimension |
Description |
| Country |
Metrics broken down by ISO country code |
| Country & Device Operating System |
Metrics broken down by ISO country code (US only) and Device Operating System* |
| Region |
Metrics broken down by ISO country code (US only) |
| DMA |
Metrics broken down by ISO country code (US only) |
| Gender |
Metrics broken down by gender |
| Age |
Metrics broken down by age buckets |
| Age & Gender |
Metrics broken down by age and gender |
| Device Operating System |
Metrics broken down by Device Operating System |
| Device Operating System & Country |
Metrics broken down by Device Operating System and ISO country code (US only)* |
| Device Make |
Metrics broken down by Device Make |
| Snapchat Lifestyle Category |
Metrics broken down by interest category (Snapchat Lifestyle Category) |
