Snapchat integration: identity-resolved conversions, sent server-side

Send identity-resolved events to the Snapchat Conversions API with restored identifiers.

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Role: Destination
Category: Ad platforms
Pre-built connectors: 12 sources
Plans: All plans

What Upstack sends

Every conversion reaches Snapchat with the identifiers it matches on. Captured on the server, resolved to a person, then sent.

In: from Shopify1 of 12 sources

order_idShopify order and checkout token
email / phonecustomer contact from checkout
customer_idShopify customer record, if they have one
line_itemsproducts, variants and quantities
total / subtotal / discountorder economics

Storefront events from the Upstack Pixel, orders directly from Shopify.

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Out: to SnapchatOn every event

hashed email / phoneConversions API matching
click IDattribute the swipe
event_iddedupe
price / currencyvalue optimization

Conversions API with restored identifiers.

See the set-up reference See all 12 sources How resolution works

About Snapchat

Snapchat’s audience converts in-app, where browser storage is least durable.

Upstack captures the conversion on the server and attaches hashed identifiers plus a restored click ID, so the share Snapchat can match rises, and match rate is what decides whether the conversion feed is usable for optimization at all.

What Snapchat is

Snapchat Ads reaches a younger audience at scale and is used by DTC brands as a prospecting channel alongside Meta and TikTok.

Its Conversions API takes server-side events with hashed identifiers, which is what lets the platform match conversions it would otherwise never see.

How Snapchat works

Snapchat’s Conversions API accepts events server-to-server with hashed identifiers and a click ID, and reports back how many it was able to match. Like other platforms, the browser pixel and the server feed are reconciled on a shared event ID. Because Snapchat’s audience skews younger and more mobile, a large share of sessions happen in-app where browser-side identifiers are least durable.

What you can do with it

Three jobs this connector does inside Snapchat.

Send complete conversions

Purchases, add-to-carts and other conversion events reach Snapchat’s Conversions API with hashed email and phone and the Snap click ID attached when available.

Pixel and server, counted once

With Browser + Server, Upstack loads the Snap Pixel and sends the same events from its servers with the same event ID, so Snapchat keeps one.

Match rates worth bidding on

Hashed identifiers on the events Upstack can identify raise the share Snapchat can match, which decides whether the conversion data is usable for optimization at all.

How it works

How the Snapchat Conversions API integration works.

Upstack sends purchases, add-to-carts and other conversion events straight to Snapchat’s Conversions API, alongside the Snap Pixel.

Four steps per event

Upstack captures the event and matches it to a person, adds hashed email and phone and the Snap click ID when available, sends it with your Snap Pixel ID and token, and logs the response so you can monitor delivery and match rates.

Deduplication

Browser + Server is the default: Upstack loads the Snap Pixel and sends the same events server-side, both carrying the same Upstack event ID, so Snapchat keeps one. Choose Server to skip the pixel.

Click ID and cookie

The Snap click ID comes from the ScCid (or lowercase sccid) parameter on the ad URL, and the _scid cookie is captured too.

What Snapchat doesn’t receive

Snapchat can’t receive custom events, and the Event Mappings tab isn’t available for it. New and returning customer purchases, subscription and upsell events aren’t sent.

Timing

Upstack starts sending when you save. Events typically appear in Snap Events Manager within a few minutes of a test, and match quality and attribution build over the following 24 to 48 hours.

Setup

Set up the Snapchat Conversions API integration.

What you need

Admin access to Snapchat Ads Manager.
Your Snap Pixel ID, a UUID.
A Conversions API token, typically over 100 characters long and shown once.
Access to your Shopify admin to turn off Snapchat data sharing.

Complete Snapchat onboarding guide

Step 1

Find the Pixel ID

In Snapchat Ads Manager, open Events Manager, Pixels and copy the ID under the pixel’s name, or create a pixel named Upstack Data.
Step 2

Generate the token

In Snapchat Business Manager, open Business Details, click Generate Token and copy it.
Step 3

Add the Snapchat destination

In Upstack, open Destinations, click New Destination, choose Snapchat, enter the Pixel ID and Conversion API Token and save.
Step 4

Disconnect Shopify’s Snapchat data sharing

In Shopify, open Sales channels, Snapchat Ads, Settings, the Data sharing tab, and click Disconnect next to the Pixel ID.

Check it

How to verify it’s working, and common fixes.

How to verify it’s working

Upstack’s Destinations page shows Snapchat as Healthy.
Snap Events Manager shows events from the Conversions API integration within a few minutes of a test purchase or page view.
After disconnecting, Shopify’s Data sharing tab shows no connected pixel and the Upstack destination is still Healthy.

Common problems and fixes

Conversions counted twice.: Shopify’s built-in Snapchat integration also forwards events. Disconnect its data sharing.
The destination is Unhealthy.: The token expired or was revoked. Generate a new one in Business Details and update the destination.
The Pixel ID is rejected.: Paste the full UUID with no extra spaces.

Pre-built connectors

12 sources connect to Snapchat. Whichever of these you run, Snapchat is one switch away.

See all connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for Snapchat as a destination, next to the Snapchat developer docs.

FAQ

Snapchat integration questions.

What does Upstack send to Snapchat?

Purchases, add-to-carts and other conversion events through Snapchat’s Conversions API, with hashed email and phone and the Snap click ID when available, deduplicated against the Snap Pixel.

Do I still need the Snap browser pixel?

It isn’t required, but running both gives Snapchat the strongest signal. As long as the Pixel ID matches in both places, Snapchat’s deduplication prevents double counting.