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Snapchat Ads in Marketing Mix Modeling (MMM)
Written by Konsta Mustasilta
Updated over a week ago

Introduction to Snapchat Ads

Snapchat Ads provide businesses with an platform to reach and connect with a highly active and youthful audience. With its emphasis on ephemeral content and multimedia storytelling, Snapchat offers a range of ad formats tailored to different marketing objectives, and provides targeting options based on demographics, interests, behaviors, and location, allowing advertisers to reach their desired audience effectively.

Snapchat offers analytics and reporting tools to track ad performance, measure key metrics such as impressions, swipe-ups, and conversions, and optimize campaigns for better results.

Ad formats in Snapchat Ads

Snapchat Ad formats include:

  1. Snap Ads: Snap Ads are full-screen video ads that appear between users' stories or within Discover content. These ads typically last up to 10 seconds and offer opportunities for brands to showcase their products or tell a story in a visually compelling way.

  2. Collection Ads: Collection Ads allow advertisers to feature multiple products in a single ad unit, providing users with an immersive shopping experience. Users can swipe up to view more details or make a purchase directly within the app.

  3. Story Ads: Story Ads are immersive, full-screen ads that appear within the Discover section of the app. These ads blend seamlessly with organic content and allow advertisers to reach users as they engage with curated editorial content.

  4. AR Lenses and Filters: Snapchat offers augmented reality (AR) lenses and filters that allow users to overlay interactive animations or effects onto their photos and videos. Advertisers can create branded AR experiences to engage users and drive brand awareness.

Snapchat offers Snap Publisher, a self-serve ad creation tool, that simplifies the process of creating Snap Ads and AR experiences. Advertisers can use templates, add creative elements, and customize ad content to align with their brand identity.

Data specifications for Snapchat Ads in Sellforte Marketing Mix Modeling

This section includes standard dimensions and metrics for Snapchat advertising in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here:




Ad account ID

Ad account name

Campaign ID

Campaign name

Ad squad ID

Ad squad name

Campaign objective

Ad squad type

Ad squad optimization goal

Buy type

Ad squad billing event

Ad squad placement


Ad account currency


Paid impressions

Ad clicks


Purchases value



Video views

Video completions

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