Snap has announced a partnership and integration with customer data platform Tealium to enable advertisers to pass conversion data to Snap in a privacy-safe way. The aim is to help advertisers mitigate signal loss, deliver more relevant ads, and drive real business results.
Tealium connects customer data in real time across various sources, making it more valuable, actionable, and privacy-compliant. The partnership allows Snap and Tealium clients to quickly implement Snap’s Conversions API (CAPI) without needing a bespoke back-end integration. This will help advertisers optimize their campaigns, improve targeting, and measure conversions with a simple plug-in.
Tealium’s research indicates that their technical partnerships can reduce cost per acquisition, improve ROAS, and deliver a 5-25% average increase in observable conversions. For advertisers already using Tealium, this means minimal additional client-side development work and a quick setup for CAPI.
A recent case study showed an e-commerce advertiser using both Snap Pixel and CAPI to promote their cosmetics products on Snapchat. This led to 25% more attributed purchases, 29% higher purchase value, a 20% reduction in cost per purchase, a 54% increase in ROAS, and a 271% increase in total purchases.
Businesses can contact their Snap Account Manager or Tealium Customer Success Manager to get started. Tealium will configure up to five conversion events to be sent to Snap for ad measurement and ensure they meet minimum data validation requirements. For a limited time, Snap will cover implementation fees for selected advertisers for these five events.
