Lab / Ads Platform Manual

Snapchat Ads Mission Checklist

Snapchat delivers high-impact storytelling through vertical video and augmented reality. This checklist keeps creative, pixel data, and pacing aligned.

Campaign structure

Organize campaigns by objective: Awareness, Engagement, Traffic, App Installs, or Conversions.
Use ad set naming: [Objective]-[Audience]-[Placement]-[Flight].
Run AR Lens or Filter campaigns separately from Snap Ads to isolate delivery.

Creative requirements

Video: 1080x1920, 9:16 ratio, 3-180 seconds, with burned-in captions and brand within first 2 seconds.
Collection Ads: provide at least 4 product tiles with unique URLs.
AR Lenses: deliver lens files, preview video, and icon assets per Snap specs; test lens performance on target devices.

Audience strategy

Mix Lifestyle Categories, lookalike audiences, and first-party match lists.
Deploy Pixel Custom Audiences for retargeting (site visitors, cart abandoners). Refresh within 7 days.
Use placement exclusions for Discover publishers if brand safety requires.

Pixel and measurement

Implement Snap Pixel events: PAGE_VIEW, VIEW_CONTENT, ADD_CART, START_CHECKOUT, PURCHASE, SIGN_UP.
Enable Advanced Conversions (CAPI) for stronger attribution.
Configure conversion windows: 1/7 for upper funnel, 1/28 for conversion programs.

Optimization and QA

Daily: Monitor swipe-up rate, cost per pixel event, and Lens interaction rate.
Weekly: Rotate creative sets; test Lens variations or new filter overlays.
Monthly: Review Mixpanel/GA4 downstream performance for incrementality and cross-channel impact.

Pre-launch checklist

Pixel events validated with Snap Pixel Helper.
AR Lens QA completed (tracking, occlusion, end card functionality).
Brand safety lists (publisher and category) applied.
Flight calendar shared with community/support teams.