Devices and Formats (including Social Data)



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


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.


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.


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.

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