Several direct-to-consumer companies claim their cost-per-acquisition fell by half using Snapchat’s Pixel targeting tool. Marketers say two ways the Pixel is driving decreased CPAs is its ability to bid on conversions rather than swipes, which allowed marketers to serve ads to people who are more likely to convert rather than ones just more likely to swipe; and the power to retarget Snapchat users that visit their websites. 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. The company has also made it easier for advertisers to target ads at specific demographics with more granular data than ever before.