Snap upgrades integration to Enriched SAN
Snap is upgrading its partner integration with Kochava to an Enriched SAN (self-attributing network) effective early January 2025. This integration update enhances performance insights for your Snapchat campaigns.
Key Benefits for You
The enhanced SAN integration leverages a privacy-centric approach to help ensure that user data remains secure and protected, while allowing for attribution to be modeled against the entire log of ad impressions and click engagements from your Snapchat campaigns. Marketers can expect to see improved return on ad spend (ROAS) thanks to more robust and accurate attribution data—informing better budgeting decisions. For iOS in particular, the Enriched SAN integration helps marketers overcome the challenges posed by privacy updates such as Apple’s App Tracking Transparency (ATT) framework, allowing them to more fully measure lifetime value (LTV) and optimize iOS campaigns effectively, while maintaining user privacy.
How Snap’s Upgraded Integration Works
With this update, Snap leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. The Enriched SAN label is applied to any SAN partner that leverages Kochava technology to power modeled attribution.
As a self-attributing network, Snap receives app install and in-app event payloads from advertisers who configure a Snapchat integration through their Kochava account. Snap’s attribution API makes a first-party SAN claim against conversions where there’s a definite match to Snapchat ad activity.
Separately, Snap now syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava performs modeled attribution on encrypted data—logging an attribution match if available. In the attribution waterfall, first-party claims from Snap’s direct attribution API always supersede modeled attribution claims.
The combination of first-party attribution claims directly from Snap and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for Snapchat campaigns.
Additional SAN partners will activate Enriched SAN integrations for modeled attribution in the future.
What Kochava Clients Need to Know
Once modeled attribution is deployed in January, the Enriched SAN integration for Snapchat is on by default for all Android apps with live Snapchat campaigns. For advertisers running iOS campaigns on Snapchat, please contact your Client Success Manager or support@kochava.com to ask for guidance on necessary updates within reconciliation settings for Snap’s Partner Configuration and Privacy Profiles for your iOS app(s).
If you’re setting up a Snapchat campaign for the first time, please refer to this support documentation.
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