How do you set up Snapchat Event Deduplication?


The Snapchat Conversion API is a major 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 have to deal with duplicate registration of certain events. To remedy this, Snapchat has introduced an“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.

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 Variables (Web Container)


First, we need to set a variable before we can begin further configuration. Within the Web Container (Client Side) , go to Variables and click New. Have you already created these because you already have Meta Event Deduplication set up, for example? Then go to step 3.

Step 2: Set Variables (Web Container).


Click Variable Configuration, and then click Discover more tag types in the Community Template Gallery. Add the Unique Event ID variable to the workspace here. Name the variable Event ID and then save it.

Step 3: Select Snapchat pixels (Web Container)


Go to Tags in the Web Container, then select your Snap Pixels.

Step 4: Add Event ID.


Within the Pixels, go to Additional Initialization Data. Under Key, enter client_dedup_id (copy literally) and under Value your created Unique Event ID}} variable. Then save the tag. Do this for all snap pixels.

Step 6: GA4 Google Tag setup (Web Container)


Go to Tags and click on the Google Tag here. Then, under Configuration parameter, add the following parameter: event_id – {{Event ID}}. Then Save the tag and Snapchat is deduplicated to the Client Side. Then repeat this for all GA4 Event Tags. When all the tags are setup press ‘Submit’ at the top right to put the web container live. NOTE: Snapchat and GA4 both use a different Parameter for Deduplication. GA4 uses event_id and Snapchat.

Create Variables (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 choose Event data here. Under Key Path, choose event_id and save the Variable.

Step 8: Select Snapchat Conversion API (Server Container).


Go to Tags and select the Snapchat Conversion API tag here.

Step 9: Set up Snapchat Conversion API (Server Container).


Within the tag, go to Custom Events and add client_dedup_id (literally take over) under Parameter Name and your created Event ID under Parameter Value.

You’re done! 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-side and server-side.

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