Before you start
- A role on the client’s ad account. The Data Analyst role can view and pull metrics. Reports that combine several ad accounts need an Organization Admin.
- Conversion tracking. The Snap Pixel or the Conversions API on the client’s site, if the report will show purchases, sign-ups or leads.
- An agreed attribution window. Snapchat’s default is 28 days after a click and 1 day after a view. Agree with the client which window you’ll report, and keep it.
Get the numbers from Ads Manager
Open Manage Ads for the month
In Ads Manager, open Manage Ads, set the date range to the reporting month and filter to the client’s campaigns. Choose the columns under Columns, Customize Columns, and save the view for next month.
Check the attribution and reporting time
In the same column settings, confirm the attribution window and whether conversions are reported at impression time or conversion time. Since August 2024 the default is impression time. Click-through, view-through and engaged-view conversions can be shown separately.
Build a report in Report Builder
Open Reports, click New Report and choose Campaign Performance. Pick the filters, dimensions and metrics, and break results down by age, gender or country if the client needs it, one breakdown at a time.
Schedule or export it
Report Builder can send the report daily, weekly or monthly, but every recipient must be a Snapchat user with permission on the account. To send the numbers to a client, download the data from Manage Ads and put it in your own report.
What to include each month
A client paying for Snapchat Ads wants to know what the spend bought. A monthly report answers that in six parts.
- A one-line summaryWhat the spend achieved and what changed, for example “Cost per purchase fell after the new video creative replaced the static ads”.
- Spend, impressions and clicksWhat was spent, how often ads were shown and how many times people tapped through, with this month against last. Ads Manager calls these clicks; older reports call them swipes.
- Results, with the attribution window namedPurchases, sign-ups or leads from the Snap Pixel or Conversions API, with the click and view windows written next to the number.
- Cost per resultCost per click and cost per conversion, the figures that show whether the budget is working harder.
- Campaign and creative breakdownWhich campaigns and ads carried the month, and which to pause.
- Next month’s testOne change to try, such as a new creative, audience or placement, and the budget it needs.
Mistakes to avoid
Comparing Snapchat conversions with Google Analytics
Snapchat counts a conversion after a click or a view within its attribution window. Google Analytics usually credits the last click. The totals won’t match, so report each with its own label.
Changing the attribution window between months
A wider view window adds conversions. If the setting changes, last month’s comparison no longer holds. Keep it the same, and say what it is.
Reporting impressions as people
Impressions count times an ad was shown, not people. One person can see an ad many times.
Build it in Monthwrap
Monthwrap brings each Snapchat ad account’s daily impressions, swipes (clicks in Ads Manager) and spend into the monthly report, beside your other ad accounts, the leads and sales they led to, and the work your team did.
- Sign in with Snapchat. In Sources, choose Snapchat Ads and sign in with a Snapchat user who belongs to the client’s ad account.
- Choose the ad account. Pick the client’s ad account from the organizations your login can see, and check its currency.
- Add results and the work. Connect the source that records the client’s leads or sales, log the campaign changes you made, then build the month from the monthly template.
Snapchat Ads connection details See a complete sample report
Questions
What is Snapchat’s default attribution window?
28 days after a click and 1 day after a view. You can change it in the reporting columns. Whatever you choose, use the same window every month.
Are swipes and clicks the same thing?
Yes. Ads Manager now labels the action a click, while older reports and Snapchat’s API still call it a swipe.
What is an impression tag on Snapchat?
A third-party tracker, a 1x1 tag pasted into the ad’s delivery settings, that lets a verification partner count impressions independently. Snapchat supports manual tags from DoubleClick, IAS and Nielsen; DoubleVerify works without a tag.
Why doesn’t Ads Manager spend match the invoice?
Snapchat says Ads Manager figures can lag and aren’t the billing record. Report the month a few days after it ends, and use the invoice for billing questions.
Sources
Menus, plans and limits change. These are the pages this guide was checked against on 10 November 2026.