Several direct - to - consumer companies claim their cost - per - acquisition fell by half from Snapchat ’s Pixel targeting tool . Seeing low CPAs on Snapchat, some DTC advertisers are shifting spending from Facebook for prospective new customers as well. As a result , some have been persuaded to move away from Facebook and Instagram . Pixel ’s ability to bid on conversions instead of swipes and its ability to retarget Snapchat users were the main reasons for the switch , according to some observers . Pixel is one of a number of other improvements Snapchat has introduced , but critics say it still has some way to go to rival Facebook ’s New Audiences offering .
Several direct - to - consumer companies claim their cost - per - acquisition fell by half from Snapchat ’s Pixel targeting tool . As a result , some have been persuaded to move away from Facebook and Instagram . Pixel ’s ability to bid on conversions instead of swipes and its ability to retarget Snapchat users were the main reasons for the switch , according to some observers . Pixel is one of a number of other improvements Snapchat has introduced , but critics say it still has some way to go to rival Facebook ’s New Audiences offering .