How do you set up Snapchat Event Deduplication?
Ate Keurentjes | 6 October 2023 | Last updated: The Snapchat Conversion API is an important innovation in the field of online marketing. This API addresses the challenges surrounding pixel-blocking by ad-blockers and increases the reliability of your collected data. However, if you collect Snapchat data on both the client-side and server-side, you may experience double logging of certain events. To remedy this, Snapchat has introduced a"Unique Event ID. In this article, we explain how to apply Snapchat event deduplication by setting it up in Google Tag Manager.
Note: This blog is only about Snapchat. Snapchat Deduplication is not required for most other tags unless otherwise noted.
Steps Snapchat Server Side Tracking implementation
Curious about the entire Snapchat Server Side Tracking setup? Then check out this page.
Snapchat Event Deduplication set up
Set up Snapchat Event Deduplication in Google Tag Manager (Client and Server Side).
Step 1: Create Variable (Web Container)
First, we need to set up a variable before we can proceed with configuration. Within the Web Container (Client Side), go to Variables and click New. Have you already created this variable, for example, because you previously set up Meta Event Deduplication? If so, proceed directly to step 3.
Step 2: Set Variable (Web Container)
Click Variable Configuration and then select Discover more tag types in the Community Template Gallery. In the gallery, add the Unique Event ID variable to your workspace. Name the variable Event ID and save it.
Step 3: Select Snapchat pixels (Web Container)
Go to Tags in the Web Container and then select your Snap Pixel.
Step 4: Add Event ID
Within the Pixel, go to Additional Initialization Data. At Key, literally enter client_dedup_id and at Value, select the previously created Unique Event ID variable. Next, save the tag. Repeat for all Snap Pixels.
Step 5: GA4 Google Tag setup (Web Container)
Go to Tags and click on the Google Tag. Under Configuration parameter, add the following parameter: event_id - {{Event ID}}. Then save the tag. With this, Snapchat has been deduplicated on the Client Side. Repeat this process for all GA4 Event Tags. When all tags are set up correctly, click Submit in the upper right corner to put the web container live. NOTE: Snapchat and GA4 use different parameters for Deduplication. GA4 uses event_id, while Snapchat uses a different parameter.
Step 6: Create Variable (Server Container)
Within your Server Container, go to Variables and create a new Variable here.
Step 7: Set Variable (Server Container)
Give the Variable the name Event ID. Next, click Variable Configuration and select Event Data. Under Key Path, enter the value event_id and save the Variable.
Step 8: Select Snapchat Conversion API (Server Container)
Go to Tags and select the Snapchat Conversion API.
Step 9: Set up Snapchat Conversion API (Server Container)
Within the tag, go to Custom Events and add client_dedup_id to Parameter Name and the created Event ID to Parameter Value.
You're ready! Your first implementation of Snapchat Server Side Tracking is a reality. Good job! You have now completed the entire Snapchat implementation process. All Snapchat events are now measured and deduplicated on both the client and server side.
