Most Important Snapchat Metrics Explained

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Snapchat was born as an instant messaging system that allowed us much more privacy. It became famous for the disappearing messages. But not only that.

This amazing platform has revolutionized the way content is being produced, sourced, published and most importantly consumed. And it’s not an exaggeration.

Facebook introduced disappearing messages and Instagram implemented stories.

It all came from one source. If such a giant as Facebook Inc. is literally stealing their ideas it means they are incredibly good. And furthermore they are afraid of what this platform could become.

In 2015 Snap Inc. had 6 billions daily video views, compared to 8 and 4 billions on Facebook and YouTube respectively. Don’t know about you, but for me it’s an impressive result.

Want to hear the best part? All of it came exclusively from mobile.

After including Snapchat features in all Facebook Inc. platforms (even Whatsapp got its own Story feature – sic!) things have changed. They slowed down massively.

And unfortunately this led to stock price drop.

But funnily enough other numbers are still in Snapchat’s favor. In 2018 they had around 190 million daily active users and 255 million monthly active users.

It might seem like nothing compared to Facebook’s over 2 billions MAUs, but if you dig deeper you will notice something really interesting. And it’s not the ease and mobility of Snapchat.

Snapchat reached 90 percent of all 13-24 year-olds and 75 percent of 13-34 year-olds in the US.

Boom! Now tell me Snapchat doesn’t matter. They own the game! This is their main advantage and I can tell you 100% – they do not lay their arms down. I’m pretty sure they are working on something big.

And that’s why you, me or anyone who is doing digital marketing shouldn’t write Snapchat off. They will bounce off so be ready. And to be ready you have to know what to look at.

There are several metrics that will help you understand how your Snap efforts are doing.

4 Absolutely Crucial Snapchat Metrics for Marketers

Story Snap Views – it’s literally speaking reach your every story gets. It’s extremely important metric, similar to reach on Facebook. One view represents one person that has seen your story.

This can also tell you a bit about the quality of your followers. Which is much more important than purely the quantity. It tells you how many people have consumed your content.

Average Open Rates – although the above metric can give you a little bit of insight about the quality of your fanbase, only average open rates can clearly answer this question.

Since it’s percentage of followers who have engaged with your story you can compare that to engagement rates on other social media platforms. But it’s not exactly the same.

Average Screenshots – it might look silly, but it’s actually a way to measure… engagement on Snapchat. On other platforms you have likes or comments, here you have screenshots.

It’s an awesome way to see whether the stuff you are posting is interesting or engaging enough make a screenshot. This can be helpful to measure the success of your marketing campaign.

You can also encourage users to save your snap, draw on it and snap back to engage them.

Completion and Fall-off Rate – on top of the three metrics above you have a completion rate. It represents the percentage of people that watched your story in full, from first to last.

On the other hand you’ve got a fall-off rate that tells you how many people are dropping off between two photos. And also where is the point they lost interest.

Unfortunately, you have to calculate it. Fortunately, it’s really simple. Let’s assume your first snap has 120 views, second one 75. Now you have to do some 3rd grade math:

  1. 120 – 75 = 45
  2. 45 / 120 = 0.375
  3. 0.375 * 100 = 37.5%

That means your fall-off rate is 37.5% which sucks… 😉

Bonus: demographics – just like in most social media platforms you have access to simple demographics. Like gender, age groups, regions and interests groups.

Snapchat Ads Metrics Every Marketer Has to Know

In case you are planning to run some ads you might want to expand your snaptalytics by few other metrics. I will allow myself to skip the definitions when it comes to most of them.

Let’s be honest, I believe most of them are pretty self-explanatory.

Delivery Metrics

  • Total Impressions
  • Video Views
  • Average Screen Time ⇒ screen time starts recording as soon as the media is fully rendered on the device and the autoplay video starts.

Spend Metrics

  • Spend ⇒ the amount spent
  • eCPM ⇒ effective cost per thousand impressions
  • eCPV ⇒ effective cost per video view

Video View = at least 2 seconds or swipe up, whichever comes first

Attachment Metrics

  • Swipe Ups ⇒ number of times your Ad was swiped up on
  • Swipe Up Rate ⇒ average percentage of swipes per impression
  • eCPSU ⇒ effective cost per swipe up

App Install Metrics

  • Installs
  • Install Rate
  • eCPI ⇒ effective cost per install

Conversion Metrics

  • View Content
  • Add to Carts
  • Start Checkout
  • Purchases & Purchases Value
  • Add Billing ⇒ total number of times a user added their billing info
  • Sign Ups
  • ROAS ⇒ Return On Ad Spend

More to explore

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