Are you using Snapchat for your business? If not, you’re leaving potential revenue and targeted audience engagement on the table! According to a study by Hootsuite, Snapchat has 229 million daily active users, 60% of them being under the age of 25. It’s an excellent platform for brands to target a younger demographic. However, measuring success on Snapchat can be tricky. In this blog post, we’ll explore the essential metrics, KPIs, and ROI to help you measure your Snapchat success effectively.

Snapchat Metrics

View Counts

View counts are the total number of times someone has viewed your snap. Snapchat counts a view when someone opens your snap and watches it to completion; partial views are not included in the count. You can track view counts after posting a snap by clicking on the three dots in the bottom right corner of the snap.

👀 Tip: Include a call-to-action (CTA) in your snap to encourage users to swipe up and engage with your brand.

A person swiping up on a snap

Screenshots

Screenshots are the number of times someone has taken a screenshot of your snap. Snapchat notifies you when someone screenshots your snap, so it’s relatively easy to track. You can check how many screenshots you’ve received by clicking on the three dots in the bottom right corner of the snap.

📸 Tip: Encourage users to take screenshots by offering an exclusive discount or providing useful information.

A smartphone with the Snapchat app open and a screenshot of a snap

Story Views

Story views are the number of times someone has viewed your Snapchat story. A story is a series of snaps that a user posts to their profile and disappears after 24 hours. You can view your story’s total views by clicking on your profile icon.

📚 Tip: Consistency is key! Post regular stories to build an engaged audience.

A Snapchat user's profile with their story highlighted

Snapchat KPIs

Engagement Rate

Engagement rate measures how many users engage with your content compared to the number of views or followers you have. To calculate your engagement rate, divide the number of total engagements (views, screenshots, replies) by the number of views or followers you have.

📈 Tip: Keep track of your engagement rate over time to see how well your content is resonating with your audience.

A graph showing engagement rate over time

Reach

Reach measures the potential audience size for your content. It measures how many unique users have viewed your content over time.

🏋️‍♂️ Tip: Use hashtags and mentions to increase your content’s reach and attract new followers.

A smartphone with a Snapchat story highlighted with a high reach number

Snapchat ROI

Leads and Conversions

Your ROI measures the return on investment for your Snapchat efforts. It can be challenging to track ROI on Snapchat since the platform doesn’t provide direct conversion tracking. However, you can track leads and conversions by tracking URL clicks, swipe-ups, and using trackable links.

💰 Tip: Offer exclusive discounts or promotions to incentivize users to purchase, and give trackable links to measure ROI.

A person completing a purchase on a smartphone

Conclusion

Snapchat is a powerful tool for businesses to engage with a younger demographic. Measuring your Snapchat success is essential to ensure you’re reaching your target audience effectively. Remember to track your key metrics, KPIs, and ROI. Keep testing and experimenting with different content to understand what resonates most with your audience!

👋 That’s it for now! Thanks for reading, and happy snap-ing!

A person taking a selfie with the Snapchat app