Snapchat is where streaks, funky filters, and random selfies reign supreme. If you’re not already using it for marketing, you’re seriously missing out. What started as a platform for sending disappearing pics has now become one of the most creative spaces for brands to jibe with their audience.
So why should brands care about Snapchat, and more importantly, why should they dive into it now? Snapchat offers a golden opportunity for brands to stand out in ways they just can’t on other platforms.
Instagram and Facebook are packed with sponsored posts, influencer collabs, and every kind of ad imaginable. The competition is intense, and it’s easy to get lost in the noise. But on Snapchat? It’s a different vibe.Â
People are there for fun, in-the-moment content, and not for perfect, curated feeds. This gives brands a chance to experiment, show their playful side, and connect with users in a more personal way.
Snapchat’s younger, highly engaged audience is less jaded by traditional ads. They actually want to see new, exciting, and unique content from brands. This gives you the perfect chance to experiment with cool campaigns, limited-time offers, or quirky branded lenses that users actually want to engage with.
If you’re looking for a platform where your brand can stand out in a sea of content, Snapchat is the place to be. So, here’s the next step: What are the key metrics on Snapchat, and what should you be tracking if you want to include it in your marketing arsenal?
Let’s break it down!
What are Snapchat metrics?
Snapchat metrics are the key stats that show how your content is performing. They track things like how many people are watching your Snaps, how engaged they are, and if they’re sharing your content.Â
From views to engagement rate, these numbers tell you what’s working and what’s not. Metrics like Topsnap Views show how many times your top content gets watched, while Completion Rate tells you if users are sticking around until the end. New Subscribers help you track if your audience is growing, and Video Watch Time shows how long people are actually consuming your videos.
By analyzing these metrics, you get the inside scoop on how to make better content, reach more people, and boost your brand on Snapchat. You can tweak your strategy in real time, make data-driven decisions, and watch your content thrive.
Tracking these numbers also helps you improve monetization, ensuring you’re making the most out of your efforts. With these insights, you can stay ahead of trends and keep your audience coming back for more.
Why should you be tracking Snapchat metrics
1. Know what’s hot
Are your Snaps getting the love they deserve? Metrics like engagement rate and completion rate show you what’s making your audience stop and pay attention.
You’ll know exactly which content to double down on—and which to leave behind.Â
When you identify what resonates with your followers, you can create more of it, ensuring your content is always on point and engaging.
2. Boost your influence
Want to build a loyal crew of followers? Tracking things like new subscribers and reach helps you understand how your content is expanding your influence. The more you know, the better you can grow.Â
By analyzing how your audience grows and engages, you can refine your strategy to attract even more followers and turn them into long-term fans.
3. Monetize like a proÂ
If you’re in it for the dough, metrics like eCPM (earnings per 1,000 impressions) and total revenue from ads let you see just how much your Snap game is bringing in. You’ll learn how to maximize every impression and turn views into cash.
This means you can optimize your ad placements and content to boost your earnings and make every Snap count.
4. Create with confidence
Tracking metrics like video watch time or attachment view time tells you what your audience can’t get enough of. That means you can keep creating content they actually want—and stay ahead of the trends.
It gives you the confidence to experiment with different types of content, knowing exactly what your audience loves to engage with.
5. Track your growth
Whether you're a fresh brand or an established pro, tracking your metrics is crucial for keeping an eye on growth. Spot trends, see what's working, and get the insights you need to stay on top.
This helps you stay adaptable, knowing when to scale up efforts or switch things up to keep momentum growing.
10 Best Snapchat metrics to measure right awayÂ
Topsnap Views track how many times your main Snapchat post (Top Snap) is viewed. This metric helps you understand the visibility and reach of your content.
A higher number of Topsnap Views indicates your content is catching the attention of users and being shared across the platform, which leads to increased brand awareness and engagement.
Consistently growing Topsnap Views suggests that content resonates with your audience, encouraging them to return and engage with more posts.
Where to find Topsnap Views: Go to Snapchat Insights > Content > Topsnap Views. You’ll see the total number of views for your Top Snap, allowing you to measure how well your main post is performing and adjusting your content strategy accordingly.
New Subscribers track the total number of new users who have subscribed to your Snapchat account over a specific time period. This metric helps you gauge how effective your content is at attracting a fresh audience and keeping them engaged with your brand.
A steady increase in New Subscribers indicates that your content is appealing and prompting users to stay connected for future updates. By growing your subscriber base, you build a more loyal and engaged community.
Where to find New Subscribers: Go to Snapchat Insights > Audience > New Subscribers. You’ll find the total number of new subscribers gained during the selected time period, allowing you to evaluate the success of your content in attracting new followers.
Engagement Rate measures the percentage of interactions (taps, swipes, shares, and other actions) relative to the number of views or impressions on your Snapchat content. This metric helps you understand how actively your audience is engaging with your posts.
A higher engagement rate indicates that your content resonates well with users, encouraging them to interact with it. Tracking this metric allows you to optimize your content strategy to boost audience participation and strengthen brand loyalty.
Where to find Engagement Rate: Go to Snapchat Insights > Content > Engagement. You’ll find the engagement rate for your posts, giving you a clear view of how your audience is interacting with your Snapchat content.
Average View Duration tracks the average amount of time users spend watching your Snapchat videos. This metric is a key indicator of content retention and engagement, helping you understand how captivating your videos are.Â
A higher average view duration means users are staying engaged with your content for longer periods, suggesting it's valuable and entertaining. By optimizing video length and quality, you can improve this metric, encouraging users to stay engaged throughout your videos.
Where to find Average View Duration: Go to Snapchat Insights > Content > Video Performance. You’ll see the average view duration for your videos, allowing you to assess how well your video content is holding the audience's attention.
Unique Shares measure how many individual users share your Snapchat content with others. This metric reflects the viral potential of your posts and how well your content resonates with your audience.
A higher number of unique shares indicates that users find your content valuable or entertaining enough to pass it along to their friends, expanding your reach and boosting brand awareness. Encouraging sharing is a powerful way to extend the impact of your content beyond your immediate followers.
Where to find Unique Shares: Go to Snapchat Insights > Content > Shares. You’ll find the number of unique shares for each of your posts, helping you understand how well your content is spreading across the platform.
Video Watch Time tracks the total amount of time viewers spend watching your Snapchat videos. This metric helps you assess the overall performance of your videos, providing insight into how engaging and captivating your content is.Â
A higher Video Watch Time indicates that your audience is not only viewing but staying engaged with your videos, which leads to better content visibility and higher engagement. Optimizing your videos for interest and retention improves this metric and keeps your audience coming back for more.
Where to find Video Watch Time: Go to Snapchat Insights > Content > Video Performance. You’ll find the total Video Watch Time for your videos, helping you gauge how well your content is performing in terms of user engagement.
7. Reach
Reach measures how many unique users have viewed your Snapchat content. This metric helps you understand the overall impact of your posts by showing how far your content has traveled across the platform.
A higher reach means that your content is reaching a broader audience, which can lead to increased brand visibility and awareness. Tracking reach allows you to evaluate the effectiveness of your content in attracting new viewers and expanding your audience.
Where to find Reach: Go to Snapchat Insights > Content > Reach. You’ll see the total number of unique viewers for each of your posts, giving you insight into how many people have seen your content.
Completion Rate measures the percentage of viewers who watch your Snapchat Story or video all the way to the end. This metric is a strong indicator of content engagement and retention.
A higher Completion Rate means your audience is staying engaged with your content from start to finish, indicating it is both captivating and relevant. Improving your Completion Rate helps strengthen your relationship with your audience and enhance the effectiveness of your content.
Where to find Completion Rate: Go to Snapchat Insights > Content > Story/Video Performance. You’ll find the completion rate for your Stories or videos, helping you gauge how well your content holds the attention of your viewers.
Estimated Total Gross Revenue Per Snap tracks the projected earnings generated from your Snaps, including both organic views and ads. This metric helps you evaluate the financial performance of your content on Snapchat, particularly when you are monetizing through ads.
By tracking this, you can understand how well your Snaps are contributing to overall revenue, allowing you to adjust your strategy to maximize earnings. A higher revenue per Snap suggests effective monetization and engagement with ads.
Where to find Estimated Total Gross Revenue Per Snap: Go to Snapchat Insights > Monetization > Revenue Overview. You’ll see the estimated total gross revenue generated per Snap, giving you an overview of your earnings and helping you optimize your content for better revenue generation.
Attachment View Time Per User measures the average amount of time each user spends engaging with the attached content in your Snaps, such as links, videos, or images. This metric helps you gauge the level of interest and engagement with your additional content beyond the main Snap.
A longer view time indicates users find the attached content compelling and are taking the time to interact with it, which can lead to better content performance and higher engagement rates.
Where to find Attachment View Time Per User: Go to Snapchat Insights > Content > Attachments. You’ll see the Average View Time Per User for your attached content, helping you understand how engaging your additional media is to your audience.
How can Measure Studio level up your performance on Snapchat?
Snapchat marketing isn't as confusing when you have Measure Studio on your side. Turn your Snapchat engagement data into stunning, actionable insights without the headache.
Measure Studio automatically generates social media reports, saving your team valuable time by turning analytics into custom slides and reports in seconds. With automated Snapchat benchmarking, quickly evaluate account performance and identify which content types are driving the most engagement.
You’ll get deeper insights into what’s working, helping you refine your strategy with ease. And with AI-enhanced data, you can take your Snapchat strategy to the next level by identifying popular trends, people, and patterns that are most likely to perform well, allowing you to optimize content in real time.
Forget about switching between tools or struggling to find what you need. Measure Studio brings all Snapchat analytics into one dashboard, making it easier than ever to manage multiple accounts and campaigns in one place.
Wrapping up
To wrap it all up, Snapchat metrics are your best friend when it comes to leveling up your brand on the platform. They give you all the juicy details about what your audience loves, what’s making them engage, and what might need a little extra care. Instead of just guessing, you can dive into the data and see exactly what’s resonating with your followers.
By keeping an eye on these numbers, you can create content that gets people talking, sharing, and coming back for more. Whether you’re boosting engagement or just figuring out what’s hitting the mark, knowing your metrics makes all the difference in standing out on Snapchat.
So, don’t just post and hope for the best. Track your metrics, tweak your strategy, and watch your Snapchat presence grow. With the right data on your side, you’ll be ready to take your brand to the next level and have some fun along the way!
Get started with Measure Studio today.
Frequently Asked Questions
Why should I track Snapchat metrics for my brand?
Tracking Snapchat metrics helps you understand how your content is performing, what your audience loves, and what could use some improvement. By analyzing key metrics like engagement rates, video watch time, and reach, you can make smarter decisions, optimize your strategy, and create content that resonates with your audience.
What are the most important Snapchat metrics to track?
How can Measure Studio help me track Snapchat metrics?