It’s one Snapchat collab after the other. Snapchat recently announced a new integration with measurement and attribution provider Rockerbox, which will provide more data to help Snapchat advertisers maximize their marketing performance. While less on the connective aspect of the app, amidst tougher economic conditions, Snap looking to slightly favor building its economic profile is an acceptable decision, and one that’ll likely help it keep afloat.

Snap-n-Rock

For some slight context, Rockerbox provides attribution and performance insights across a range of online channels, giving you a more holistic view of how each of your ad elements are doing. With this new integration, Snapchat will now Feed its performance data into the Rockerbox system.

As Snap explains:

“Through this enhanced partnership, Snap will sit alongside Rockerbox’s 200+ other platform integrations with popular search, social, display, and traditional channels, allowing marketers to see exactly how much of their conversions and revenue can be attributed to Snap. You can do this by tapping into Snap’s expansive set of Performance Marketing solutions, whether you’re focused on driving online sales, generating leads, or acquiring and re-engaging with users of your mobile app.”

This new partnership will provide Snapchat marketers with a new capacity to measure attribution, which, to be fair, has somewhat dipped as of late. This new collab would also allow you to measure the share of impact within your marketing channels, along with providing you some extra insights into audio response, which will help you optimize and maximize the performance of your Snap ads.

It’s another step for the platform’s business tools, which continue to evolve as Snap looks to capitalize on its marketing opportunities. Snapchat, which now has over 750 million monthly active users, remains a key connective platform for young users, thus making it a key platform for promotions as well. Why? Because Gen Z, in particular, is set to become the largest consumer market in history, so tapping into younger audiences is like tapping into a soon-to-be-uncovered gold mine.

The Wrap

Overall, this is more minor news, since it’s mainly just announcing a new partnership between two established platforms, but from a micro-standpoint, it’s also quite relevant news. Regular users might not feel the impact of such an update, but it’s an entirely different story for advertisers and marketers who prioritize Snap as a main traffic driver. Since browser cookies are on the way out and Apple users have that atrocious ATT policy, attribution is globally becoming a more challenging task to do, but remains a critical one for advertisers since they need attribution data to perform various analyses. On that note, this new integration helps open some doors for Snap, and eventually maybe even other platforms, to discover more effective ways to sustain their monitoring and attribution efforts.

Sources

http://bit.ly/3mxTzsh