Overview
Our opt-in Snapchat panel allows us to track paid mobile ads served to real Snapchat mobile app users in the US.
What we capture
Regions
| Region | Data collection start date |
|---|---|
| 🇺🇸 United States | January 1, 2022 |
| 🇬🇧 United Kingdom | May 1, 2022 |
| 🇩🇪 Germany | May 1, 2022 |
| 🇫🇷 France | May 1, 2022 |
| 🇪🇸 Spain | May 1, 2022 |
| 🇮🇹 Italy | May 1, 2022 |
| 🇨🇦 Canada | May 1, 2022 |
| 🇦🇺 Australia | May 1, 2022 |
Devices and formats
- Snapchat Mobile App
Ad placement
- Stories tab
Creative types
- Single Image
- Video
- Story
Creative attributes
- Spend
- Impressions
- First Seen Date
- Last Seen Date
What we do not capture
Creative types
- Ads outside of the Stories tab (e.g., Filters, Lenses, Collection ads, or Commercials)
- Organic influencer campaigns
Creative assets
- Due to technical limitations with the data we receive from our panelists, we are unable to capture creative images at this time.
Methodology
Panel-based data collection
Our opt-in Snapchat panel allows us to track paid ads served to real Snapchat mobile app users in the US.
Mobile users organically discover and actively opt-in to share data about the ads served to them on their Snapchat app via free third-party apps. We do not collect personally identifiable information (PII) from our panelists at any time.
Our Snapchat panel brings a unique set of users to our growing global panel. In total, our global panel includes hundreds of thousands of active users across Desktop, Mobile, and CTV devices in North America, Europe, and Oceania who represent a diverse set of demographic and user characteristics.
Impression, spend and CPM estimation
Our Snapchat spend, impression, and Cost Per Impression (CPM) estimates are derived using Snapchat’s publicly-reported ad revenue and industry averages of CPMs. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend per creative, brand and advertiser.
Geography
Pathmatics receives the city and state of each panelist when each impression is served.
Brand and Category hierarchy
Brand hierarchy
In our advertiser and brand hierarchy, there is an advertiser at the top followed by up to four brand levels. Each Snapchat social account is assigned to an advertiser or brand based on metadata, including creative text.
Category hierarchy
Each advertiser and brand is assigned a category. There are up to eight category levels in a category hierarchy, except via Connect (our data feed), which has up to ten.