Snapchat is a dynamic social media platform that offers businesses a unique way to connect with younger audiences through engaging, immersive, and interactive content. With features like full-screen vertical video ads, augmented reality lenses, and location-based filters, Snapchat helps brands tell their stories in a creative and impactful way. You can use Snapchat’s tools to increase brand awareness, drive website traffic, boost app installs, and even generate sales.
If you're using Snapchat for advertising and want to ensure you're getting the most out of it, server-side tracking can be a powerful tool!
Server-side tracking is a way to send conversion data about what happens on your website or app directly to Snapchat's servers without relying on the user's browser or device. For Snapchat, this involves using Snapchat Conversions API (CAPI).
That’s why we, at Stape, created Snap Conversions API Gateway and Snapchat Conversions API tag to make implementing tracking for Snapchat seamless and efficient.
But what’s the difference between Snap Conversions API Gateway vs Snap CAPI? How to choose what suits you best?
In this blog post we will break down the key differences between the Snap Conversions API Gateway and the Snapchat Conversions API tag, helping you understand their unique features and benefits.
Stape’s Snap Conversions API tag is a solution for implementing Snapchat's Conversions API using Google Tag Manager's server container.
It requires technical knowledge for setup and configuration, including managing infrastructure such as server hosting and permissions.
Stape’s Snap Conversions API Gateway is a fully managed solution that simplifies the process of implementing Snapchat server-side tracking.
It requires minimal setup and is ideal for businesses without technical expertise or resources to manage server Google Tag Manager configurations. The setup process is simple: create Stape account, connect Snap Pixel to Gateway – and all is done!
Key features of Snap Conversions API tag setup:
Key features of Snap Conversions API Gateway setup:
| Snap CAPI | Snap CAPI Gateway | |
| Setup complexity | More complex configuration, you need web and server GTM containers | Easier to set up; you only need to have a web GTM container |
| Ability to set up server-side tracking for other platforms | More flexible, enabling setup for various platforms | Setup is possible only for Snapchat |
| Price | Depends on the number of requests, check the calculator to see the price for your website | 10$/month for each Pixel or 100$/month for 100 Pixels |
Snap Conversions API tag suits best for:
Snap Conversions API Gateway suits best for:
We hope this article helped you to understand the strong and weak points of both setups of Snapchat CAPI. You can go with Snap Conversions API Gateway if you want a quick, reliable, and low-maintenance solution that works out of the box. Or choose the Snap Conversions API tag in server GTM if you need flexibility, customization, and the ability to manage multiple platforms and advanced tracking configurations.
Each option caters to different levels of expertise and tracking needs, so your choice should align with your business goals, technical resources, and the complexity of your tracking setup.
Also, ad blockers and the reliance on third-party cookies make it harder for traditional client-side tracking to ensure data accuracy and send data with ease. Tracking on the server side helps overcome these challenges and prevents duplicate events from being reported.
And if you need more information or have any questions, please feel free to reach out at support@stape.io.
Stape has lots of tags for server GTM! Click on Try for free to register and check them all.
