A Primer on Snapchat Analytics

Nick Cicero

February 24, 2015

This blog was originally posted on
Conviva Acquired Delmondo in November of 2018 and has become Conviva Social Insights.

One of the biggest roadblocks to the widespread adoption of Snapchat by marketers today is the lack of analytics tools. This makes entry on the platform that much more difficult for the people who make the decisions to spend money on campaigns.

It’s a lot like where Instagram was just a few years ago (and in many ways still is today). Mobile-first with few real “brand tools” that marketers have come to use regularly on Facebook and Twitter.

In fact run a search for Snapchat analytics and you won’t find much. Why aren’t more people talking about this?

We’re seeing some trends in viewership that are pretty interesting. From stories to snaps to discover’s multi-faceted storytelling modules we’ve been spending a lot of time analyzing the behaviors and performance of the various angles of Snapchat.

In building out our reporting strategy, we started by listing any and all potential metrics that one could calculate, we’ve defined some of the less obvious ones.

We thought we’d share our learnings so far that might give some better insight into how brands, publishers, influencers, or anyone really can think about measuring their Snapchat metrics and start setting smarter KPI’s…at least start a more open discussion.