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Configure the Snapchat Conversion API in Server Side GTM.

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For the Snapchat Conversion API to work, you must first configure a server container. Visit this blog to find out how to set this up.

In the first part of our Snapchat implementation series, we explained how to install the Snap Pixel via Google Tag Manager on the Client Side. Now that we are sending all the events Client Side with the Snap Pixel, we also want to send the events that are missed (due to browser blockers and ad-blockers) Server Side. This is possible with the Snapchat Conversion API (CAPI). But how do you configure this? We explain that in this blog.

Most companies are used to working with the Client Side Snap Pixel. In this blog, we will assume that it is already installed. You’ll learn how to install the Snapchat Conversion API here.

Curious about the entire Snapchat Server Side Tracking setup? Then check out this page.

Snapchat Conversion API setup

Setup Snapchat Conversion API in Google Tag Manager Server Container

Go to Server Container Google Tag Manager.

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Creating New Tags

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Go to Tags and click New.

Tag Configuration

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Then give the Tag a name, such as Snapchat – Conversion API-tag and click Tag Configuration. Under Choose tag type, click Discover more tag types in the Community Template Gallery. In the gallery, search for Snapchat and select: Snapchat Conversion API ServerSide.

Add Pixels ID to Tag

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Next, under Pixel ID, add your Snap Pixels ID found in the Snapchat Business Manager.

Conversion access token Snapchat

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Go to Snapchat Business Manager → Business Details and scroll to Conversions API Tokens. Here you click Generate Token and your API access token is generated. Then add it under API Access token.

Event Name

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Here you choose whether to include all events you measure for GA4 (Configuration Tag + all GA4 event tags in the Web Container) or send a specific event. In the case of the former, select inherit from client here. In the case of a specific event (purchase, for example), use override client data and enter the name of the event you want to send to Pinterest. Note: In the latter case, you also need to create a custom event trigger for the specific event you want to send.

Setting Triggers

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When the tag is set, we are going to choose the trigger, or in other words, at what time the tag should be fired. In this case, we would like the tag to forward all GA4 Events tags to Snapchat. To forward all GA4 events, you can choose the GA4 client trigger. Don’t have this trigger set up yet? Then check out this blog. If you still want to use a Custom Event. Then go to triggers and choose a custom event. Enter the Name of event you want to measure here (make sure it is sent as a GA4 event to the Server Container). Then save the trigger and add it to the Snapchat conversion API. Click Save and the Snapchat Conversion API (CAPI) is set up.

Don’t forget to put the container live!

You now have the Snapchat Conversion API set up in Google Tag Manager, nice going. Snapchat events are now measured server side. The next step of the Snapchat Server Side implementation is to add Snapchat Event Deduplication. This is because currently Snapchat does not distinguish between events from the pixel and the conversion api. These dual measurements can be distinguished by Event Deduplication. This is the final step in the Snapchat implementation series.

Ready for the next level?

Start with Server Side Tracking and generate more revenue and conversions in a world without third-party cookies.