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How to set up the Snap Pixel on your website
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hello I'm David Casey a Solutions
engineer at snap today we're going to go
over how to create install and validate
the snap pixel on your website the snap
pixel is a tool that Snapchat provides
to measure a range of actions that tie
directly back to your business goals the
snap pixel's key benefits are they allow
you to attribute conversions back to
your ad campaigns to understand their
true impact create pixel custom
audiences and lookalike audiences based
on the specific actions that
snapchatters have taken while visiting
your site user real-time insights to
optimize delivery of your campaigns for
results that matter most to your
business and unlock powerful new
features such as Dynamic product ads to
get the most out of your snap pixel
setup there are two important questions
that you should consider what events do
I need to pass the events that you
should pass depend on your business use
case for example a blog site May benefit
most from signup events so that they can
optimize for signups an online retailer
May benefit the most from a combination
of page view sign up up ad cart and
purchase events so that they can
optimize for purchases and effectively
leverage Dynamic product ads what
parameters that I need to pass to each
event user parameters are always
required as they are the only way to
properly attribute an event additional
parameters are covered in more detail
later in this video but consider the use
of each parameter and pick those that
may be most beneficial for your business
before we get started let's cover a
prerequisite this tutorial assumes that
you've created a Snapchat ad account if
you still need to set one up please
refer to the link on the screen and then
video first let's create a snap pixel by
going to ads manager selecting pixels
and then selecting create pixel enter
your pixel
create under the ad accounts drop down
pixel if you are on the events manager
screen then select new event source and
web first select the partner integration
tile and check to see if you're using
any of the snap integration Partners on
your website such as Shopify if you are
then select the respective tile and
follow the simplified setup
instructions if you're not using any of
the listed Partners on your website then
select cancel select setup pixel and
select pixel
code ensure that enable automated
matching is turned on this feature will
allow your snap pixel to automatically
attempt to detect and send snap
information about your customers keep in
mind that we will hash information that
we believe to be emails or phone numbers
before they're sent to snap in order to
privacy now hover over the code provid
Ed in step two and click it to copy it
clipboard next we're going to go to our
website's head tag and paste the snap
pixel code in for now we're not going to
worry about this user email parameter
however one important thing to note is
that you must put this pixel code in the
head tag of every page that you intend to
track before we move on let's install
the snap pixel helper so that we can
test our events go to the Chrome webs St
we'll search snap pixel
helper select snap pixel Helper and
select add to
Chrome and then add extension
additionally please make sure your ad
blocker is turned off for your website
before we move on let's validate that
our page view event is firing properly
on our website we'll notice that there's
a red badge with the number one in it on
the snap pixel helper icon this
indicates that the pixel received one
event but there was an issue with it
let's go ahead and click on the icon
great so we notice that it did receive
our page view event however if we expand
it we'll notice that it states the email
hash is known to be associated with an
invalid value this is due to the email
parameter that we mentioned earlier in
the video and we'll work on this next if
the pixel is not firing you will see a
black and white icon with no badge first
make sure that your ad blocker is
disabled and if the issue persists
double check your setup next we're going
to start sending proper user email and
user phone number parameters with our
page View events as these are high
priority parameters for matching an
attribution first we're going to add a
script tag prior to our snap pixel
script tag that adds two functions one
for normalizing email and one for
normalizing phone according to snap pixel
pixel
documentation now we can use these two
functions to normalize a user email and
phone number and then pass them to our
initialization function call
number like
so it's important to note that the snap
pixel SDK will automatically hash these
values before firing the event however
you could choose to manually hash them
yourselves if you choose to do so be
sure to pass the hash values in the
appropriate Fields such as user hash
email and user hashed phone number this
ensures that the information is not
hashed twice
additionally it's important to remember
that you must always normalize the
fields prior to hashing them or prior to
passing them to the snap pixel at SDK
this ensures that snap can effectively
match the
parameters to verify that the snap pixel
is receiving our newly provided user
parameters let's run another test so
we'll jump back on our website and again
we should see a green badge on the snap
pixel helper icon we'll click that and
great we can see that we now have an
email hash parameter and a phone number hash
hash
parameter however before we consider
this test a success let's ensure that
we're correctly hashing the parameters
we'll do this by going to the hash
calculator and typing in the value that
we're hashing after normalization so we
know that our email looks like test
snap.com go ahead and copy that and I'll
just bring it over to my code editor
and paste in the calculated value we'll
go back to our event copy the email
hash and paste it right below it and
fantastic they match so that that is
being hashed properly let's do the same
thing for phone
number so we'll paste in our phone
number but again after normalization it
this and we'll copy the
hash paste it
here and then go back copy copy the hash
from the event paste it and those match
as well so fantastic we know that we are
now sending the correctly hashed user
parameters as mentioned during the
introduction you'll likely benefit from
passing additional events depending on
your use case let's run through an
example of passing a purchase event so
that we can optimize for Pixel purchases
be sure to pass purchase events on a web
page only once per purchase this helps
to avoid duplicate reporting and ensure
that your conversion sales and Rass
one way to track our purchase event
would be to fire the track call from
directly within the onclick attribute of
function and call that function whenever
and we should now see the number two in
the green badge on the snap pixel helper
icon this indicates that the pixel has
fired two events let's click
it awesome we see that the snap pixel
has fired our purchase event with all
the relevant
metadata finally let's run through an
example of how you might pass add to
cart and signup events for add to cart
let's add another function on click add
to cart you'll notice that it's very
similar to our onclick purchase function
except for it doesn't have a transaction
ID because a purchase hasn't actually
been made and now similarly to onclick
purchase we will come down and add it to
the onclick attribute of our add to card
button for sign up notice that we're on
a new signup page however we've got the
same initial tracking code that we had
on our index again it's important to
ensure that the tracking code is placed
on each web page that you want to track
for our signup event we'll create a
function to trigger whenever our signup
submitted and now we'll create a form
that triggers our submit signup method
when the form is
submitted let's dive into verification
with the pixel helper tool a bit more as
mentioned previously if you see a red
badge on the snap pixel helper icon then
there may be an error with your pixel
implementation if we click on the snap
pixel helper icon and expand the event
with red text then we'll be able to see
the specific error message let's cover
some common pixel errors and how you
might fix them if you see invalid event
type with the event name double check
that the events you're trying to track
come from the list of standard accepted
events if you see an error referring to
an invalid hash value double check that
the value being hashed is correct for
example you may see invalid email hash
if we recognize a known placeholder
email additionally double check that the
guidance
as a final verification step we can use
the event Test tool in Snapchat events
manager to fully verify our integration
so let's go to events
manager we'll click on the test events
button we'll select our pixel for the
data source and we'll enter our website
and then we'll head back to events
manager to see the events that were
picked up so we viewed the page once and
I clicked purchase three
times we can also view the metadata that
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