Snap 101: glossary of key terms and metrics
Originally published April 2019. This preserves the 2019 glossary. Current Snap API documentation still uses swipe-up metrics and the three bidding families below; available controls depend on the campaign setup.
This glossary covers the Snapchat ads terms that are not obvious if you come from Facebook or Google. It leaves out the obvious ones.
Metrics
- Swipe ups: the number of swipe-up actions on an ad to reach its attachment, such as an app store or website. This is roughly Snap’s equivalent of clicks on other platforms.
- eCPSU (effective cost per swipe up): cost per swipe up, like cost per click.
- CTR: click-through rate, swipe ups divided by impressions.
- CVR: the original glossary’s click-to-install rate, installs attributed to those clicks divided by clicks. Do not mix view-attributed installs into that numerator.
Campaign setup
- Goal: the conversion metric the campaign optimises for: clicks, installs or purchases.
- Attachment: the destination or objective of the ad, one of the terms specific to Snap. It can be a website, an app install or a deep link, depending on where the user goes after swiping up.
- Placement: the kinds of content your ads show alongside: content categories such as food or lifestyle, only publisher-curated content, or only user-generated content.
Bidding strategies
The original glossary described these options (current Snap definitions): – Auto-bid: the default. Snapchat bids to maximise the number of goals (clicks, installs or purchases) within your budget. – Max bid: a ceiling on the bid, not a guarantee of the realized cost per conversion. A low bid may limit delivery. – Target cost: aims to keep average cost per conversion below the target while seeking volume. It is an objective, not a guaranteed ceiling on actual results.
Targeting in the original glossary
- Advanced demographics: predefined categories such as income, education and marital status.
- Predefined audiences: user psychographics and interests, such as beauty or sports.
- Custom audiences: audiences built from your own users or activity. Lookalikes are modeled audiences based on a source audience, not simply the uploaded users themselves.
For how we found these options performing in practice, read how to win on Snapchat: 3 strategies, and for ad formats today, dating app ad formats on TikTok, Instagram and Snapchat.
Frequently asked questions
What is a swipe up on Snapchat? In 2019 it was the action of swiping on an ad to reach the app store or other destination, similar to a click.
What is the Snapchat ad attachment? The destination of the ad: a website, an app install or a deep link.
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