How to Set Up Snapchat Server Side Tracking - A Step-by-Step Guide

If you’re advertising on Snapchat, having accurate and reliable data is essential for optimizing your campaigns. Server-side tracking offers better data accuracy and reduces the impact of browser restrictions and ad blockers. In this guide, we’ll explore how to set up Snapchat server-side tracking using Google Tag Manager (GTM) server containers, referencing relevant GTM container templates available from Stape.io.

Why Use Server-Side Tracking for Snapchat?

Server-side tracking offers several key benefits for Snapchat advertisers:

• Improved Data Accuracy: Avoid data loss caused by client-side blockers, ensuring your conversion events are captured effectively.
• Extended Cookie Lifespan: Server-side tracking can use a custom domain, enabling extended cookie durations.
• Optimized Ad Performance: With more accurate event data, Snapchat can better optimize your campaigns, leading to improved ad performance.

Overview of Snapchat Server-Side Tracking with GTM

Stape.io provides pre-configured templates for integrating server-side tracking with platforms like Snapchat. Using Google Tag Manager server containers, these templates allow you to send Snapchat-specific events directly to Snapchat’s servers, bypassing common client-side limitations.

Key Features:

• Event Matching: The template supports event parameters like user ID, email, and phone numbers, which are hashed before being sent to Snapchat.
• Pre-Built Events: Templates include standard e-commerce and engagement events like “Page View,” “Add to Cart,” and “Purchase.”
• Cross-Platform Integration: The setup integrates well with other advertising platforms, making it easier to manage all your tracking in one place.

How to Set Up Snapchat Server-Side Tracking

Here’s a step-by-step guide to implementing server-side tracking for Snapchat using the stape.io GTM container templates:

Step 1: Install the Snapchat GTM Container Template

1. Access the stape.io GitHub repository and download the relevant container templates for server-side tracking.
2. Import the Snapchat GTM container template into your Google Tag Manager server container.

Step 2: Configure Snapchat Events and Parameters

1. Within the GTM server container, configure the predefined events such as “Page View,” “Add to Cart,” and “Purchase.”
2. Set up user data parameters (e.g., email, phone number) and apply SHA256 hashing to ensure privacy compliance.

Step 3: Connect Snapchat Ads Manager

1. In your Snapchat Ads Manager, retrieve the API credentials necessary to link your server container to Snapchat’s platform.
2. Add the API key and other relevant credentials into the GTM server container.

Step 4: Test Your Setup

1. Use GTM’s preview mode to ensure all Snapchat events are firing correctly.
2. Monitor Snapchat’s Event Manager to verify that data is being received and processed accurately.

Benefits of Snapchat Server-Side Tracking with stape.io Templates

Using stape.io’s templates simplifies the implementation of Snapchat server-side tracking:

• Easy Setup: Pre-configured templates reduce the technical complexity of integrating Snapchat’s Events API.
• Comprehensive Tracking: Capture key events that matter most for your advertising campaigns without worrying about data loss.
• Scalability: As your business grows, server-side tracking can scale to meet higher traffic and more complex data requirements.

Frequently Asked Questions (FAQs)

1. Can I use this setup alongside client-side tracking?
Yes, running server-side and client-side tracking together provides redundancy and ensures that all events are captured.

2. How secure is server-side tracking?
All user data sent to Snapchat is hashed using SHA256, ensuring compliance with data privacy regulations.

3. What types of events can be tracked?
Standard e-commerce events like “Add to Cart,” “Purchase,” and user engagement events can be easily tracked.

Conclusion

Setting up Snapchat server-side tracking with Stape.io’s GTM templates is a reliable way to improve data accuracy and optimize your campaigns. With the enhanced control and flexibility that server-side tracking provides, your Snapchat ads can deliver better results and higher returns.