Several direct-to-consumer companies claim their cost-per-acquisition fell by half using Snapchat’s Pixel targeting tool. As a result, some have been persuaded to move spending from Facebook and Instagram. Pixel’s ability to bid on conversions instead of swipes and its power to retarget Snapchat users were the main reasons for the switch, according to industry observers. The company has also made it easier for advertisers to target ads at specific demographics with more granular data than ever before.
Several direct-to-consumer companies claim their cost-per-acquisition fell by half using Snapchat’s Pixel targeting tool. As a result, some have been persuaded to move spending from Facebook and Instagram. Pixel’s ability to bid on conversions instead of swipes and its power to retarget Snapchat users were the main reasons for the switch, according to industry observers. Pixel is one of a range of ad improvements Snapchat has introduced, but marketers say it still has some way to go to rival Facebook’s Custom Audiences offering.