Snapchat has evolved from a casual social media platform into a serious performance marketing channel for brands, agencies, and growth marketers. As ad spends on Snapchat increase, client expectations around transparency and reporting have also risen. For meaningful reporting, the right Snapchat metrics must be tracked consistently and interpreted correctly.
In this guide, the most important metrics to track for better client reporting are explained, along with common challenges marketers face while checking Snapchat insights. It is also shown how these metrics can be viewed together using a single dashboard in Whatsdash, making Snapchat analytics easier to analyze and present.
Why Snapchat Metrics Matter for Client Reporting
Client reporting is no longer limited to impressions and clicks. Clients now expect clear answers to questions like:
- Are Snapchat ads actually driving engagement?
- Which campaigns are influencing conversions?
- Where is the budget being wasted?
Without tracking the right Snapchat metrics, these questions remain unanswered. When accurate analytics are presented in a structured way, campaign performance becomes easier to explain, optimize, and scale. But, for that you need to check Snapchat analytics perfectly, that means in detail and check this to know how you easily can do that.
Core Snapchat Metrics Every Marketer Should Track
Below are the most critical metrics that should be included in any professional client report.
1. Impressions and Reach
Impressions show how many times ads were displayed, while reach represents unique users who saw the ad. These metrics help to evaluate campaign visibility.
In Whatsdash, impressions and reach are shown in real time alongside campaign data, allowing visibility trends to be tracked without switching platforms.
2. Swipe-Ups and Swipe-Up Rate
Swipe-ups are Snapchat’s version of clicks. The swipe-up rate indicates how compelling the ad creative is.
A low swipe-up rate often signals creative fatigue or weak messaging. When swipe-up trends are monitored daily in a real-time dashboard, performance drops can be identified early.
3. Video Views and View Completion Rate
Since Snapchat is a video-first platform, video performance metrics are essential.
Key metrics include:
- Video views
- 25%, 50%, 75%, and 100% video completion rates
In this reporting tool, these metrics are grouped visually in campaign reports, making it easier to compare creative performance across multiple ads.
4. Engagement Metrics
Engagement metrics such as:
- Shares
- Screenshots
- Story opens
help measure how users interact beyond just swiping up. These insights are often missed in basic reports but add strong qualitative context during client discussions.
5. Conversion Metrics
For performance-focused campaigns, conversion tracking is critical.
Important Snapchat metrics include:
- Purchases
- Leads
- App installs
- Add to cart events
- Cost per conversion
In this Snapchat analytics tool, conversion data from Snapchat campaigns is aligned with spend and engagement metrics in a single dashboard, allowing ROI analysis without manual calculations.
6. Spend, CPM, CPC, and CPA
Financial metrics help justify ad budgets.
These include:
- Total spend
- CPM (cost per 1,000 impressions)
- CPC (cost per swipe-up)
- CPA (cost per action)
When these metrics are tracked together, budget efficiency becomes easier to explain to clients. In this analytics tool, cost metrics update automatically in real time, reducing reporting delays.
Common Problems Marketers Face with Snapchat Analytics
Despite Snapchat offering native analytics, several challenges are commonly faced also learn about key features to use Snapchat on Whatsdash:
Fragmented Data
Snapchat insights are spread across multiple sections. Real-time performance, creative insights, and campaign metrics are not always visible together.
Limited Historical Comparison
Comparing week-on-week or month-on-month performance often requires manual exports, which increases reporting time.
No Unified Client Dashboard
When clients run ads on multiple platforms, Snapchat data must be manually combined with other channels, increasing the risk of errors.
Time-Consuming Reporting
CSV exports, spreadsheet formatting, and repetitive calculations consume valuable time that could be spent optimizing campaigns.
How Snapchat Metrics Are Simplified in Whatsdash
In this tool, these challenges are addressed by bringing all Snapchat metrics into a single reporting environment.
Both Snapchat real-time reports and Snapchat campaign reports are created within one dashboard. This allows:
- Live performance tracking
- Campaign-level breakdowns
- Creative performance comparison
- Cost and conversion alignment
Instead of jumping between tabs, Snapchat analytics are viewed in one place, making insights easier to interpret.
How a Snapchat Dashboard Is Created in Whatsdash
The dashboard creation process is kept simple:
- Snapchat Ads account is need to be connected to Whatsdash tool first through integration
- Required metrics (impressions, swipe-ups, conversions, spend, video views) are selected
- A real-time report and a campaign report are added to the same dashboard
- Date ranges and filters are applied
- The dashboard is shared with the client
Once set up, reports update automatically without manual effort.
Real-World Reporting Example
For example, if a client asks why conversions dropped last week, the answer can be identified quickly:
- Swipe-up rate declined
- Video completion rate dropped below 50%
- CPM increased due to audience saturation
When all these Snapchat reporting metrics are visible together, the root cause is identified faster and communicated more clearly.
Conclusion
Accurate client reporting depends on tracking the right Snapchat metrics and presenting them in a clear structure. Metrics like impressions, swipe-ups, video engagement, conversions, and cost data should never be viewed in isolation.
When Snapchat analytics are combined into a single dashboard, insights become easier to explain, trends become clearer, and decision-making improves. With the appropriate metrics available in one place, reporting becomes less manual and more insight-driven.
For agencies and marketers managing multiple clients, structured Snapchat reporting ensures that performance is not just measured—but understood.