Meaningful Analytics Via Snapchat Filters

The biggest issue with Snapchat is deriving meaningful analytics to report to your brands. Snapchat keeps a lot of analytics close to their chest, but there are three trackable and measurable interactions found via geofilters. They are as follows: Engagement, Actionable Impressions, and Non-Actionable Impressions. Tracking these three pieces of data can help you show your brand why Snapchat is important in a lot of media buying campaigns.

The Details:

The Filter:

Post Filter Run Analytics


One of the biggest components of the Snapchat user experience is Snapchat geo-filters. Snapchaters use filters to add context to their daily narrative captured on their Snapchat Story. Geofilters are often placed by brands for specific events or offerings. Geofilters are contained by a geo-fence and have a time limit between days and hours. When a user chooses to use a filter and creates a Filtered Snap, we measure it as an engagement.

We had 30 uses in 10 hours. or 3.3 per hour

Actionable Impressions: Swipes (26)

Swipes are a special impression because they are actionable. Users swipe right to find filters, however, just because Snapchater sees a filter does not mean they will choose to use it. You can, and often do, have more swipes than filter uses. For this reason, we call it swipes Actionable Impressions.

26 people swiped our Geofilter, and it had 30 uses. That means our filter Swipe impression/engagement average was 1.15 as the 26 Swipes resulted in 30 Engagements. That is high; most brands get less than 50% use/swipe average.

Non-Actionable Impressions: Views (1080)

Non-Actionable Impressions are views of a filter in a Snapchat Story. If a user uses a brands purchased filter, then sends a Filtered Snap to their friends and their story, Snapchat counts the views of the Filtered Snap. More often than not, people who view the story are outside the time window or the geo area the filter was available in. This means they cannot use the filter, so the impression is non-actionable.

Filter used inside the Geofence

Final Breakdown:

Engagement: 30

Engagements per Hour: 3.3

Actionable Impressions: 26

Actionable Impression to Engagement Ratio 1.15

Views per Engagement: 36

Cost per Engagement (CPE): $.50

Cost per Impression (CPI): $.14

Notes & lessons learned:

If I had been more concise with the period our price would have been closer to $5, and we would have seen more engagement in shorter window.

The data that comes out of Snapchat is nowhere near as powerful as the data from Facebook and Google Analytics. However, we can breakdown the available data to get a picture of Snapchat content behavior. Snapchat is huge with millennials and Gen-Z, so making Geofilters a worthwhile ad buy is a smart move.

Member of the Vast Left Wing Conspiracy | BYoung.Media

Member of the Vast Left Wing Conspiracy | BYoung.Media