Snap’s biggest strategic investment, per Kantak, is in its third iteration of Conversion API (CAPI), designed to combat signal loss by reducing integration time for advertisers to mere minutes.
CAPI allows advertisers to send data to Snap’s servers in real time, optimizing and measuring campaigns for a detailed view of ad performance. Advertisers who integrated Snap Pixel and CAPI saw a 22% increase in attributed purchases, a 25% improvement in purchase value, and an 18% improvement in cost per purchase.
Snap is also integrating CAPI with partners such as Snowflake, Tealium and Shopify to benefit their customers.
To that, Snap has introduced a four-tile ad format to enhance product showcases for brands. Previously, these products were displayed as thumbnails at the bottom of the screen.