Snapchat is introducing log-level restrictions for view-through attributed conversions
Over the last couple of years, a number of different self-attributing network (SAN) partners have introduced restrictions on what log-level data they enable advertisers to access through their third-party mobile measurement partner (MMP). By the end of this year, Snapchat will be added to that list, as they implement new restrictions on the granularity of reporting data available for view-through attributed conversions on Snapchat Ads campaigns.
What exactly is changing?
At present, advertisers can leverage their MMP reporting to export attributed Snapchat ad data at a device level. Advertisers may use this granular attribution data to enable sophisticated measurement (e.g., identify if a new installer is an existing user, tie attribution data to a user’s game ID, build advanced models for attribution and retargeting, etc.).
Later this year, Snap will apply restrictions to log-level view-through conversion data. This means that raw data exports from Kochava and other MMPs will be limited, and certain fields will be obfuscated. Advertisers will still be able to see Snapchat as the network name for such conversions; however, they won’t be able to see campaign-level breakdowns to analyze campaign-level metrics. Advertisers will continue to be able to see all click-through attributed conversions with no restrictions on the data shared for the purpose of measurement or optimization.
Why Snapchat is making this change
This is part of Snapchat’s larger commitment to maintaining the privacy of Snap user data. By limiting the sharing of view-through conversions in raw data exports, campaign-level aggregate data will continue to be provided through MMP reporting interfaces or through Snap’s reporting interfaces and API.
Frequently Asked Questions (FAQ)
Snapchat has provided the following FAQ for additional context.
Question:
Why did Snap decide to implement this change now?
Answer:
This is in accordance with Snap’s data policies to ensure that we limit data sharing on Snap users to preserve user privacy. By obfuscating view-through conversion data in raw data exports, while allowing click-through conversions, we are able to support advertiser needs to assess campaign and media performance while maintaining user privacy.
Question:
Why do log-level restrictions apply to view-throughs but not clicks?
Answer:
The decision to enable log-level restrictions for view-throughs was to ensure advertisers are able to understand Snap’s performance based on their preferred attribution methodology. With most advertisers looking at click-through over view-through conversions, we determined that obfuscating view-through conversions would allow us to maintain user privacy and be less disruptive to advertisers’ current internal analysis. That said, we understand that this can be disruptive for certain segments of advertisers and that the early announcement gives them enough time to adapt as needed.
Question:
What alternatives are available for clients who use view-throughs in their internal BI for campaign optimization purposes?
Answer:
Clients can consider using MMP reporting or Snap’s own 1P reporting solution in order to view campaign-ad set-ad level view-through conversion data for the purpose of campaign optimization.
What to expect next
Be on the lookout for additional updates from both Snapchat and the Kochava team. Proactive communication will be provided in advance of the new changes going into effect. Be sure to subscribe to our newsletter so you don’t miss any important announcements.
Please feel free to connect with your Snapchat account manager for further questions around this change. You can also contact your Kochava Client Success Manager or email Support@Kochava.com.
