Page 225 - Social Media Marketing for Dummies

» Web Conversions: This lets you track conversions across devices, develop
retargeting audiences, and optimize bids for conversions using the Snap pixel.
» App Conversions: Similarly, this lets you use attribution and analytics tools to
see how your Snapchat ads drove app installs and downstream actions within
your mobile app.

Keep­in­mind­that­as­you­measure­the­effectiveness­of­your­social­media­market-
ing campaigns on Snapchat, you can segment the results by campaign, custom
audiences, and demographics.

As­with­most­other­social­media­marketing­platforms,­advertising­on­Snapchat­
can­be­confusing­if­you­don’t­know­the­terms­used.­Here­is­a­glossary­of­the­most­
important­terms­to­be­familiar­with:

» Average screen time: The number of seconds spent watching your ad across
all impressions

» Completions: The number of snaps watched to 97 percent duration
» Discover page: A page available to all users that is full of content from
premium publishers

» eCPSU: The average cost per each swipe up.
» eCPV: The average cost per qualified video view
» Geofilters: A filter applied to a user’s photo or video when in a designated
location
» Snaps: Photos and videos created by Snapchat users
» Snapchatters: The users of Snapchat
» Sponsored lenses: Ads that use facial recognition to activate hidden features
of the lenses
» Swipes: The number of times Snapchatters view a filter when swiping left or
right in an app
» Swipe up rate: The average number of swipes per impression, shown as a
percentage

» Top snap: Your most popular snap
» Use rate: The rate at which a geofilter is used when made available in the
filter carousel

» Web view: An attachment of snap ads that take viewers to a preloaded
website after swiping up

CHAPTER 13 Discovering Snapchat ­­­­­209