> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Snapchat Ads

> Send conversion events to Snapchat's Conversions API for ad campaign optimization, audience building, and attribution.

<Note>
  **Data direction:** This is a **destination** — Upstack sends event and conversion data **out** to this platform via server-side APIs.
</Note>

Snapchat's Conversions API is the server-side counterpart to the Snap Pixel. Upstack sends purchases, add-to-carts, and other conversion events directly to Snapchat from your account, bypassing browser ad blockers and giving Snap's algorithm stronger signal for ad optimization.

Server-side delivery consistently achieves higher event match rates than browser-only tracking. Combined with the Snap browser pixel, the two work together — Snapchat's deduplication logic keeps only one conversion when the same event arrives from both sources.

## How It Works

When a visitor takes an action on your store, Upstack:

1. Captures the event through the Upstack Pixel and matches it to a known visitor profile.
2. Enriches the event with hashed PII (email, phone) and Snap click IDs (`scclid`) when available.
3. Sends the enriched event to Snapchat's Conversions API using your Snap Pixel ID and Conversions API token.
4. Logs the response so you can monitor delivery and match rates from the Upstack dashboard.

## Set Up Snapchat

Follow the onboarding guide for the full end-to-end setup, or jump to a specific step.

<CardGroup cols={2}>
  <Card title="Onboarding guide" icon="book" href="/guides/snapchat-ads/complete-how-to-guide-for-onboarding-snapchat-in-upstack-data">
    Complete step-by-step walkthrough for connecting Snapchat to Upstack.
  </Card>

  <Card title="Configure destination" icon="sliders" href="/guides/snapchat-ads/how-to-configure-snapchat-pixel-destination-in-upstack-data">
    Add and configure the Snapchat destination inside the Upstack dashboard.
  </Card>

  <Card title="Get Pixel ID" icon="magnifying-glass" href="/guides/snapchat-ads/how-to-get-my-snapchat-pixel-id">
    Locate the Snap Pixel ID in your Snapchat Ads account.
  </Card>

  <Card title="Generate Conversion API token" icon="key" href="/guides/snapchat-ads/how-to-generate-my-snapchat-conversion-api-token">
    Generate the Conversions API token Upstack uses to send events.
  </Card>

  <Card title="Disable Shopify data sharing" icon="ban" href="/guides/snapchat-ads/how-to-disable-snapchat-data-sharing-in-shopify">
    Turn off Shopify's native Snapchat data sharing to prevent duplicate events.
  </Card>
</CardGroup>

## FAQ

<AccordionGroup>
  <Accordion title="Do I still need the Snap browser pixel?">
    You don't need the browser pixel for Upstack to send events — server-side delivery works on its own. However, running both gives Snap the strongest signal. As long as the Snap Pixel ID matches between your browser pixel and the Upstack destination, Snapchat's deduplication logic prevents double-counting.
  </Accordion>

  <Accordion title="Why disable Shopify's native Snapchat data sharing?">
    Shopify's built-in Snapchat integration also forwards events to Snap. If both Shopify and Upstack are sending the same events without coordination, Snapchat can count conversions twice. Disabling Shopify's native sharing lets Upstack handle delivery exclusively, with the browser pixel for real-time signal and the Conversions API for reliability. See [Disable Shopify data sharing](/guides/snapchat-ads/how-to-disable-snapchat-data-sharing-in-shopify).
  </Accordion>

  <Accordion title="How long does it take for events to appear in Snapchat?">
    Once the destination is active, events typically appear in Snap Events Manager within 5-10 minutes. The first events confirm the connection is working — match quality and conversion attribution build over the following 24-48 hours as Snap correlates events to ad clicks.
  </Accordion>

  <Accordion title="What permissions does the Conversions API token need?">
    The Snapchat Conversions API token must have permission to send events on behalf of your ad account. Generate the token with the minimum scope required for sending conversion events — Upstack does not need management or spending permissions. Step-by-step instructions are in [Generate Conversion API token](/guides/snapchat-ads/how-to-generate-my-snapchat-conversion-api-token).
  </Accordion>
</AccordionGroup>

## Related

<CardGroup cols={2}>
  <Card title="Conversion API Forwarding" icon="lightbulb" href="/concepts/conversion-api-forwarding">
    How Upstack Signal forwards events to ad platforms via server-to-server APIs.
  </Card>

  <Card title="Identity Resolution" icon="fingerprint" href="/concepts/identity-resolution">
    How Upstack ID matches anonymous visitors to known customers for higher match rates.
  </Card>

  <Card title="Destinations Overview" icon="arrow-right-from-bracket" href="/destinations/overview">
    Browse all available destinations and how Upstack delivers data to each.
  </Card>

  <Card title="Events Not Reaching Destination" icon="wrench" href="/troubleshooting/events-not-reaching-destination">
    End-to-end diagnostic guide when events aren't arriving at any destination.
  </Card>
</CardGroup>