Snapchat Custom Audiences

USE CASE

Snapchat's Snap Audience Match (SAM) feature allows you to identify a target audience to whom you wish Snapchat to push ads, based on criteria you select. Adverity's Snapchat Custom Audiences is a bespoke Destination designed to interface with SAM, and can be used to:

• Connect any Datasource containing user's information to Snapchat. 
• Create a new Snapchat Custom Audience, or as they call it "SAM" => "Snapchat Audience Match"
• Specify the data's retention rules in days (9999 representing lifetime)
• Set up regularly scheduled data transfers to continually update the audience lists, adding new matches as they appear.

 For more information on Snap Audience Match, you may wish to read Snapchat's Documentation.

A NOTE ON ENCRYPTION

All data transmitted from the Adverity platform is encrypted via hashing, and is therefore 'pseudonymised' by the standards of applicable data protection laws, such as GDPR.

PRE-REQUISITES

• A Snapchat Ads account.
• An authorized Connection to your Snapchat Ads account.
• A Data Extract with:
  
  • The audience data you wish to transfer to your SAM.
  • An established Data Schema that maps the Snapchat 'Identifier Field'. The Datasource column field must be mapped as one of the following:
    • Email
    • Phone (must include international code)
    • Mobile_ad_id

IMPORTANT: If you do not have a column mapped to your Destination named exactly as one of the above, your data will not populate your Snap Audience Match.

SNAPCHAT MINIMUM VIABLE DATASET

Snapchat Audience Match requires a minimum sample set of 1000 before it is able to perform any of its functions. each individual SAM must therefore be populated with at least 1000 unique datasets before it will operate. Datasets will be successfully exported and stored, but SAM will not function until the 1000 threshold has been passed.

Example: If your first data extract sent to the SAM Destination contains 500 individual datasets (i.e. rows in a table), the transfer will complete successfully but Snapchat will not be able to do anything with that data. If you then send another extract containing 500+ new unique datasets, this will then pass the 1000 threshold and Snapchat Audience Match will be able to function.

CREATING AND ENABLING THE DESTINATION

1. Navigate through Transfer > +Add New Destination.
2. Select Snapchat Custom Audiences from the list of Destinations.
3. Select the Snapchats Ads account Connection you created as part of the Pre-Requisites.
4. Configure your Destination (please refer to Configuration below for guidance on how to complete each field).
5. Save your Snapchat Audience Match Destination.
6. Navigate through Connect > Datastreams to see your list of all Datastreams, and click the Datastream you selected in Step 4.
7. You'll see that the Datastream Overview now shows Snapchat in the Destination tile. Click to Enable the destination, and now every data extract created by a manual or scheduled Fetch action will automatically be pushed your Snapchat Audience Match list.
8. Optional: Repeat steps 6 and 7 for any additional Datastreams set up in the Destination Target Mapping.
9. Optional: If you want your Destination to update a single SAM list, go back to the Destination configuration and under Target Mapping, set List Mode to "Update Existing", otherwise it will create a brand new dataset with each extract that is exported.

CONFIGURATION

• Workspace
  Set the Workspace in which this Destination will reside.
  
  
• Name
  Name the Destination.
  
  
• Connection
  Choose your Snapchat Ads account Connection.
  
  
• Ad Account
  Lists all Ad Accounts available through the Connection selected above. Use the drop-down to select the Ad Account from which you want to pull data. 
  

TARGET MAPPING

• Identifier
  The Identifier field that you wish to use with your Snap Audience Match. As mentioned above, it must be one of "email", "phone", or "mobile_ad_id".
  
• Datastream
  Select the Datastream that will be the source of the data you wish to be extracted and exported to Snapchat.
  
  
• List Mode
  Here, you have two options for how your data extracts will be dealt with once exported to Snapchat:
  • Update Existing
    Export the data extract into an existing SAM table.
  • Create New List
    Create a new SAM table with each Data Extract export.
    
    
• Custom Audience
  If you chose "Update Existing" above, a list will appear showing all the available Custom Audiences.
  Note: Only Custom Audiences created via the Adverity Platform will appear in this list, any created internally within Snapchat Audience Match will not appear.
  
  
• Custom Audience Name Template
  If you chose "Create New List", this option will appear, where you can customize a naming convention to control how your new table will be named within Snapchat Audience Matching. You can use a mixture of fixed text, and placeholders as per those listed.
  Example: Custom Audience {Datastream_name} - Date {scheduled_day}/{scheduled_month}/{scheduled_year}
  
  
• Retention in Days
  How long the table will be kept within Snapchat's systems. The default of 9999 will retain all data indefinitely.