The App Power Pack is a new suite of products and optimizations from Snapchat designed to help app marketers of all sizes achieve their business goals efficiently. It integrates seamlessly with both new and existing campaigns, requiring minimal action from advertisers, and supports SKAdNetwork (SKAN) and Non-SKAN campaigns. The products in the App Power Pack have demonstrated at least a +25% lift in App Installs.
Key Components of the App Power Pack
Improved Target Cost Bidding (tCPA): Allows brands and agencies to set a target cost-per-acquisition and budget, with Snapchat’s system dynamically optimizing ad delivery to serve the right ad to the right person at the right time.
Sponsored Snaps for App Advertisers: This ad format appears directly in Snapchat’s Chat inbox, the platform’s most frequently used surface. It drives app downloads and incremental reach, with an 18% lift in unique converters for app installs and purchases as of Q2 2025. Sponsored Snaps became Snapchat’s largest single-day reach product in the US in Q4 2024.
App End Cards: Automatically add an extra segment to Snap Ads and Story Ads by pulling two images from the App Store, providing Snapchatters with a more detailed app preview to enhance engagement.
Playables (Alpha Testing): Currently in alpha for Non-SKAN campaigns, Playables allow users to test a mini version of a mobile game, offering an interactive experience to introduce games to Snapchatters.
Availability by Campaign Type
For SKAN campaigns:
- Sponsored Snaps
- Improved Target Cost Bidding (tCPA)
- App End Cards
- Playables
For Non-SKAN campaigns (signals-ready advertisers):
- Sponsored Snaps
- Improved Target Cost Bidding (tCPA)
- App End Cards
- App Acquisition Conversion Metrics (reporting purchases from Snap-driven installs)
- Snapchat Outcomes (SKAN reporting for Non-SKAN campaigns)
- Playables
Additional Snap Updates and Partnerships
Snap continues to enhance its ad platform with redesigned ad formats, new bidding capabilities, and improved conversion API (CAPI) solutions. Partnerships with companies like Tealium enable seamless and privacy-safe conversion data sharing. Snap also offers a global brand safety and suitability measurement solution developed with IAS, available in over 90 languages.
Other initiatives include expanded agency partner programs, improved reach planning with VideoAmp, and research showing Snapchat’s efficiency in ecommerce ad spend. Snapchat is also simplifying ad objectives in Ads Manager to help advertisers achieve better results with ease.
Conclusion
Snapchat’s App Power Pack and ongoing platform improvements provide app marketers with advanced tools and optimizations to drive app installs, engagement, and conversions effectively. The integration of AI, machine learning, and automation supports advertisers in maximizing performance across various campaign types while maintaining privacy and transparency.
