The metrics in Ads Manager Reporting can tell you a lot about what ads are getting Swipe Ups, what videos are getting viewed, what ads are driving purchases, etc.
Delivery Insights helps you identify who viewed, engaged, and took action on your ads. You can export Delivery Insights at the campaign, ad set, or ad level, as well as at any point during or after campaign launch.
This tool will enable you to draw on insights across demographics, locations, and interests to inform optimization and increase overall campaign efficiency.
Access Delivery Insights
Delivery Insights provides estimated audience data on campaign, ad set, or ad level performance. You can get Delivery Insights for in-flight campaigns or post-campaign with the following steps:
- Select an ad account from the drop-down in the top right.
- Click the menu in the top left and select ‘Manage Ads.’
- Select ‘Campaigns,’ ‘Ad Sets,’ or ‘Ads’ in the lower graph.
- Select the campaigns, ad sets, or ads that you want to see Delivery Insights for.
- Click the ‘Download’ button.
- Select the metric breakdown you would like from the drop-down.
How to Utilize Snapchat’s Delivery Insights
Delivery Insights can help you improve workflows, drive optimizations, and increase ROI. You can use Delivery Insights to explore which audiences are performing best, and then narrow your audience to increase overall performance.
However, we only recommend restricting your targeting when an ad set is consistently spending daily budgets in full AND meeting performance goals. When excluding non-performing audiences, you should do so incrementally to ensure your spend is not reduced.
Snapchat’s Advanced Measurement Solutions
Although you can get a good idea of how your ad campaigns are doing using the methods outlined above, if you really want to know how your Snap Ads are doing, you’ll need to get a bit more advanced.
Snapchat can conduct brand lift studies to accelerate learning and prove the impact your campaigns have (or have not) had on customer journeys.
We also work with every major measurement partner out there today. You can work with us to ensure your ads are reaching your audience, influencing their behavior, and driving the desired actions.
First-party options are solutions offered by Snapchat. The pros of first-party measurement solutions are that they tend to be less expensive than third-party options, are available to smaller businesses, and have a faster turnaround time.
Third-party options are solutions offered by Snapchat’s partners. The reason to use third-party measurement solutions is, as one ad exec put it , “No one likes when you grade your own homework.” Meaning, you might not trust the numbers that Snapchat gives you, simply because they’re coming from Snapchat. Third-party measurements come from highly trusted sources with proven methodology.
Third-Party Brand Lift
In-App Polling, powered either by Kantar Millward Brown or Nielsen Brand Effect, evaluates the effectiveness of Snapchat advertising on brand outcome metrics in three ways.
- Polls appear seamlessly inside Snapchat, without asking Snapchatters to leave the app.
- Respondents are recruited directly from your campaign footprint to ensure accurate and precise measurement.
- Snapchat compares the responses of Snapchatters who were and were not exposed to a brand’s advertising to determine campaign resonance.
First-Party Brand Lift
Snapchat offers first-party Brand Lift if your campaign doesn’t meet the spend/reach thresholds required for third-party research, or if you don’t have a preference for third-party measurement.
First-party Brand Lift utilizes the same methodology as Snap’s trusted third-party providers. However, all analysis and reporting is done by Snapchat, reducing turnaround time and overall cost.
First-Party Conversion Lift
Conversion lift reporting lets you measure the incremental impact of your ad campaigns across devices. Given the current prevalence of multi-device browsing and shopping, this is all but essential for an accurate understanding of your campaigns’ impact.