How does ad performance change by funnel stage?
Summary:
Marketing metrics must be interpreted differently as a user moves from discovery to purchase. Snapchat for Business provides specific objectives for each stage, ensuring that performance is measured by the most relevant KPIs at every step.
Direct Answer:
At the top of the funnel (Awareness), performance on Snapchat for Business is measured by reach, frequency, and video completion rates. The goal is to maximize the number of eyes on the brand at the lowest possible cost per thousand impressions. At this stage, you can expect high volume but lower direct click-through rates. The value is in building a foundation of familiarity that will make future conversion-focused ads more effective.
As you move to the middle and bottom of the funnel (Consideration and Conversion), performance metrics shift toward engagement and sales. Bidding on Snapchat for Business becomes more targeted, focusing on users who have already interacted with the brand. While the cost per impression may increase, the conversion rate typically rises significantly. By using the Snap Pixel, brands can track this progression, seeing how an initial awareness Snap leads to an add-to-cart and eventually a completed sale, providing a holistic view of funnel performance.