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At an annual growth rate of 30%, Snapchat is now the platform of choice for innovative companies looking for a way to capture the attention of ad-wary teenage and millennial users (eMarketer). Measuring campaigns by the following Snapchat metrics can help brands determine how well each branded or brand sponsored Snap or Story is performing (and how to optimize campaigns in the future).
For marketers, measuring Snapchat marketing campaigns using these five metrics can help determine campaign success and optimize for future Snapchat-based advertising initiatives.
The most common Snapchat metric to use when determining campaign success, “unique views” measures the number of users who opened the first photo or video and viewed the content for at least one second. Because Snapchat only counts each person once (even if the user watches the same Snapchat Snap or Story multiple times), unique views constitute an accurate count of exactly how big the audience is for each individual Snapchat photo or video.
Related Post: Measuring Snapchat Marketing Campaigns
Snapchat Stories consist of dozens of individual photos and/or videos stitched together to form one cohesive narrative. By documenting how many people viewed the final Snap in a branded or brand sponsored Snapchat Story, companies can reasonably quantify how many users watched the entire Story from beginning to end.
Like “Story completion,” the “completion rate” Snapchat metric measures the percentage of people who watched the Snapchat Story from start to finish compared with users who stopped watching at a certain point in the campaign. To determine the completion rate, divide the number of story completions by the number of unique views and multiply by 100.
Whether a Snapchat Story is 10 Snaps long or 100, brands can measure the “fallout rate” by finding the difference from one Snap to the next, dividing the difference by the views from the first Snap, and multiplying by 100. Seeing the points in the Snapchat Story where fallout rate was the highest can lead to better optimization and the creation of more engaging content for future campaigns.
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Because Snapchat provides no “like” button (like Facebook and YouTube) or a way to “favorite” content (like Instagram), the screenshot Snapchat metric (which shows which and how many Snapchat users took a screenshot of a particular Snap) lets users and brands see how many people are actively engaging with the campaign. In addition to serving as a measure of engagement, screenshots function as a way to communicate with social media audiences through polls and screenshot contests.