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Snapchat Conversions API extension overview

Last update: Thu Apr 24 2025 00:00:00 GMT+0000 (Coordinated Universal Time)
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The Snap Conversion API Extension is a secure Edge Network API interface that allows you to share information with Snapchat directly about user actions on your websites. You can leverage the event forwarding rules to send data from the Adobe Experience Platform Edge Network to Snapchat by using the Snap Conversion API extension.

Snapchat prerequisites

To use the Snapchat Conversions API:

  • You must have an Event Forwarding property set up in Adobe Experience Platform.
  • You must also have the required permissions to edit the property.

Create a Datastream and add the Event Forwarding service to it.

A Snapchat Business Manager account is required to use the Conversions API. Business Manager helps advertisers integrate Snapchat’s marketing efforts across their business and with external partners. See the Snapchat help center article on creating a Business Manager account if you don’t have one.

A Snap Pixel must be set up in the Snapchat Ads Manager, and you must have access to view the Pixel ID. The Pixel ID can be found in the Events Manager section.

You need a static, long-lived API token. See the Snapchat Conversions API documentation to obtain this token.

Install and configure the Snapchat web events API extension

To install the extension, navigate to Data Collection>Event Forwarding. Select the property where you want to install the extension.

Once the desired property is selected, follow these steps:

  1. In the left navigation panel, select Extensions.

  2. Search for the Snap Conversion API Extension and select Install.

    Image showing install button

  3. On the configuration screen, input the following values:

  • Pixel Id
  • API Token

When finished, select Save.

Image showing Pixel ID and API token button

Create data elements

To send data to the Snapchat Conversions API extension, create data elements for each data parameter. Follow these steps:

  1. Navigate to Authoring>Data Elements in your property’s Property Info screen, and then select Add Data Element.

    Image showing add data element button

  2. Enter a name for the data element.

  3. Select Core as the extension and Path as the data element type.

  4. From the drop-down menu, select the appropriate item, and fill in the Path field in the right-side panel to reference the desired data in your schema.

    Image showing create data element screen

For example, if you are creating a data element that references snapClickId in the schema shown below:

Image showing schema

You must configure the data element because snapClickId is located under _snap.inc.exchange in the XDM schema.

Image showing edit data element screen

See the Event Forwarding properties documentation for more details on creating data elements.

Create rules to send conversion events to Snap

Rules are used to trigger extensions in Experience Platform. This section outlines how to create rules within your event forwarding property to send conversion events to Snap using the Conversions API extension.

Create a new rule

  1. Navigate to your event forwarding property and select Rules from the Authoring menu. Then, click Create New Rule.

    Image showing rules in left navigation

  2. Name the rule and configure a condition for triggering the Snap event. For example, to send a PURCHASE event whenever an event includes an order number, set a condition to check if the user interaction contains a valid purchase order number.

    Image showing condition configuration screen

  3. After saving the condition, add an action to trigger the Snap Conversion API. In the left-side panel:

    • Set the Extension dropdown menu to Snap Conversions API Extension.

    • Set the Action Type dropdown menu to Report Web Conversions.

    • Name the rule accordingly.

    Image showing action configuration screen

  4. Configure the CAPI parameter values you want to send for the event in the Data Bindings section on the right-side panel. The fields in the extension map to CAPI parameters as shown below. See the Snapchat Conversions API documentation for more information about each parameter.

Data binding field
Snap CAPI parameter
Event Type (required)
event_name
Email
em
Phone Number
ph
User Agent
client_user_agent
IP Address
client_ip_address
Click ID
sc_click_id
Cookie1
so_cookie1
First Name
fn
Last Name
ln
Gender
ge
City
ph
State
st
Zip
zp
Country
country
External Id
external_id
Partner Id
partner_id
Subscription Id
subscription_id
Lead ID
lead_id
Item or Category
content_category
Content Name
content_ids
Content Type
content_name
Contents
contents
Description
description
Event Tag
event_tag
Number of Items
num_items
Price
value
Currency
currency
Transaction ID
order_id (also sent for event_id in place of client dedup idD)
Predicted LTV
predicted_ltv
Search String
search_string
Sign Up Method
sign_up_method
Client Dedup Id
event_id
Limited Data Use
data_processing_options
Page Url
event_source_url

Required and optional fields

Each event requires event_source, which is always set to WEB. For matching, at least one of the following fields or combinations is also required:

  • E-mail
  • Phone Number
  • IP Address and User Agent

Additional notes:

  • For Purchase events, the Currency and Price fields are required.

  • Enabling the Test Mode checkbox sends events as test events, which appear in the test event tool instead of standard reporting. See this business help center article for more details.

  • The contents parameter should be a JSON string containing at least one of the following fields:

    • id
    • item_category
    • brand
    • delivery_category
    • item_price
    • quantity

Example:

{
  "id": "id1",
  "brand": "brand1",
  "delivery_category": "c1",
  "item_price": 2.00,
  "quantity": 2
}

To use custom conversions value and ROAS reporting, include relevant parameters in the contents field. An example configuration for a purchase event could look like: brand, item_price, id.

Example configuration for a Purchase event:

Image showing data bindings

The optional fields could be set as shown:

Image showing optional fields

Once you set the rule’s name, condition and action as described above, save the rule and make sure it’s enabled.

Image showing enabled rule

You can now publish these changes to your property. See the documentation on publishing flow for more information.

Troubleshoot

For troubleshooting and optimizing your setup, review the Event Quality Score recommendations to ensure your events achieve the highest possible match rates and performance outcomes.

If you experience issues with your Event Quality Score, learn more about our recommendations to improve it here.

Next steps

This guide covered how to send server-side event data to Snap using the Snap Conversions API extension. For more information on event forward capabilities in Experience Platform, refer to the Event forwarding overview.

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