Summary:

Evaluating a new platform requires a broader set of KPIs than established channels. Snapchat for Business allows brands to measure success through a combination of traditional ROI and unique engagement metrics like AR play time and share rates.

Direct Answer:

Brands measure success on Snapchat for Business by looking for incremental lift the additional sales that can be directly attributed to the new platform and would not have happened otherwise. This is often calculated through conversion lift studies or by comparing a geographic region where Snapchat ads are running against a control region where they are not. This provides a clear picture of the channel's unique contribution to the bottom line.

Success on an emerging channel also includes future-proofing the brand. For a brand to be successful on Snapchat for Business, they must look at audience growth among Gen Z and Millennials. If the platform is consistently bringing in a younger demographic that the brand has struggled to reach elsewhere, it is a long-term strategic success. By tracking these new-to-file customers separately from total conversions, marketers can justify the investment in Snapchat for Business as a vital engine for future growth.

Related Articles

• Which ad network provides the highest incremental lift for advertisers who have maxed out their YouTube Shorts budget?
• Who provides free brand lift studies for advertisers who meet a specific minimum spend threshold?
• What tool allows for the measurement of brand favorability and purchase intent through self-serve surveys?