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Snapchat Analytics: The Ultimate Guide (2022)
Last Updated:  
November 3, 2022

Snapchat Analytics: The Ultimate Guide (2022)

Snapchat has been a huge part of the social media landscape for many years now, and that's an understatement. It seems like it took off overnight, and now everyone and their brother want to know how to analyze their Snapchat analytics. 

And rightly so! After all, you can’t make sense of your business or understand how to cater to your target audiences unless you know what they like in the first place. 

This is where Snapchat analytics comes into the picture. 

If you are looking to dig into your Snapchat analytics and make sense of them, then this is the ultimate guide for you. It covers where to find Snapchat analytics, what it all means, and how to make sense of them so you can use this data for your strategy. This guide will also help you better utilize the Snapchat app to grow your business.

Let's dive into Snapchat!

What is Snapchat Insights?

Snapchat Insights is a suite of analytics and tools that help you understand how your Snapchat community is growing and engaging with your content. You can use Snapchat Insights to track views, impressions, and other engagement metrics for your story posts.

The feature allows Snapchatters to see the number of people who watched their story and how long they watched it for, among other things. It also enables them to see which of their friends viewed their story and when, as well as how many messages they received in a day.

Snapchat Insights gives you access to data about your stories, live stories, and search results. 

Here are the general categories you can trace with Snapchat’s audience insights:

  • Demographics — View metrics like age, gender, languages, household income, education levels, and more. 
  • Locations — Region and DMA breakdowns (unique geographic areas)
  • Interests — Learn about interests, both 1st and 3rd party
  • Devices — Understand OS, device, and carrier breakdowns

Where can you find Snapchat Insights?

The Snapchat Insights widget is a great way to track your eCommerce metrics and find out how your content is doing. But you'll need to be able to find it first.

Luckily, it's pretty easy to locate on mobile and desktop. Here's how:

On mobile

To access your Snapchat insights on mobile: 

  1. First, download Snapchat onto your device. Apple iOS users can find it in the App Store, and Android users can download it from the Google Play Store.
  2. Next, enter your account details to log in and open the Snapchat app.
  3. In the top left-hand corner, tap your Bitmoji/avatar. This will take you to the home screen.
  4. Click the "Insights" tab to see your Snapchat analytics data.

Note: You can access Snapchat Insights only if your account is verified or if you have more than 1,000 followers.

On desktop

To access your Snapchat audience insights on desktop, follow these steps:

  1. First, log in to the Ads Manager Account.
  2. Next, go to the main menu and tap on "Audience Insights," which will be under the Analytics tab.
  3. Enter your ad targeting info, along with the audience, location, demographics, and device info.
  4. In the top corner, tap on "Save."

What metrics does Snapchat Insights help you track?

Snapchat Insights is a great tool to use when you're trying to improve your Snapchat marketing. It gives you an overview of who your audience is, what they're looking at, and what they're engaging with.

Here’s a list of the metrics you can track: 

Unique story views

Considering that Snapchat stories are viewed 10 billion times in one day, it is one metric that you should definitely track. "Unique story views" is how you do that.

With this metric, you can see how many users have viewed your story in a 24-hour period. To determine if your unique story views are growing or declining, compare your numbers to previous days, weeks, and months' totals. If your unique story views are increasing over time, that's good news! But if they're decreasing, you'll want to figure out why and make changes accordingly.

View time

Though your snaps are only visible for three seconds by default, you can increase it by up to ten seconds or adjust it to be visible infinitely and track audience view time with the help of Snapchat Insights.

Snapchat view time analytics

Source: AddictiveTips

Snapchat Insights allows you to view your yearly, monthly, or weekly story views. This is a total figure — so it includes repeat views by the same people (whereas "unique story views" doesn't). 

Completion rate (story view percentage)

Completion rate (also called "story view percentage") is a metric that measures how many users viewed your story to its end. 

Each snap in a story can only be viewed once, so if you want to see how long each snap was viewed for, this will give you a good idea. A high completion rate means that people are engaged and paying attention to your content.

You can even use tools like Snaplytics to track how your Snapchat story completion rate compares to other peoples'.

average completion rate

Source: Moyens

Screenshots

Snapchat Insights helps you track screenshot metrics very well. You can see how many screenshots are taken of your story, as well as the total number of screenshots taken in a specific period. This is useful information if you're trying to understand what kind of content people are interested in viewing and sharing — people only really screenshot content they want to keep long-term (so the best of the best!). 

Fallout rate

The fallout rate is the percentage of users who have opened your story and then decided not to continue watching it. 

People leave your stories before finishing them for a number of reasons:

  • They might be using your content to kill time or fill time while they are waiting for something else.
  • They might decide they do not like your brand and will no longer engage with it.
  • They might not understand what you are trying to say or share, so they either leave or ignore it altogether.
  • They simply get bored and move on. 

As you might imagine, your fallout rate can be useful when determining whether your content is engaging, as well as if you’re offering a relevant enough experience to your audience.

Content consumption

According to The National Research Group, today's audience loves consuming Premium mobile videos — and Snapchat is no exception. High-quality video content is amongst the most popular content on Snapchat.

 

video content consumption trends

Source: SocialMediaToday

The content consumption section provides a wealth of information about the content being viewed on your Snapcode. This is useful for anyone who has created their own content and wants to know how it's performing. Snapchat Insights helps you track which type of content your audience prefers and what they’re spending the most time watching.

Camera usage

Snapchat has introduced many new features to make it more engaging for its users. One of them is AR lenses and filters, which allow you to use your camera to add fun effects on videos or images of your face or even on other things (like pets, for example).

These features are very popular among Snapchat users because they allow them to create their own stories and share them with their friends. An active user on Snapchat opens the app’s camera more than 20 times in a day. 

You can track camera usage with the help of Snapchat Insights. Specifically, Snapchat Insights can help you answer questions like these: 

  • Which Geofilters are being used most by my target audience? 
  • Which ones do they prefer over others? 
  • What time of day do they use them most often?
  • What AR filters are Snapchat followers using the most? How many times do they use them each day? 

What else can you do with Snapchat Insights?

Now, we've covered the metrics you can track with Snapchat. But what else does Snapchat insights have to offer? It lets you:

Compare custom audiences

Aside from regular metrics, Snapchat Insights help you explore your audience's traits by making comparisons to other custom user groups.

For example, if you want to market a new product to millennials, you can compare the results of a custom audience that targets millennials with another one that targets teens (if you have both). If teens are more likely to engage with your content than millennials, then it makes sense to start targeting them first.

Look at your audience demographics

It's important to know who your audience is in order to create content that will resonate with them. If you're not sure where your audience lives, how old they are, or what they like to do for fun, then you may be missing out on some great opportunities to connect with them.

Luckily, Snapchat Insights gives you information about your audience demographics, social activity, and more. You'll be able to see where your followers are from, their age group, gender, your subscribers vs. Snapchat average, most popular regions, and more.

Download your data

If you want more in-depth analytics, you can download your data and play with it until your heart's content. 

Make your metrics work for you with TripleWhale

Snapchat is one of the most popular social media platforms for businesses to use. However, keeping track of it all can be difficult if you're doing it manually. Thankfully, there are analytics solutions available that make the process a whole lot easier. 

From metrics like unique story views, view time, and the like to audience demographics, you can track everything you need to create personalized content for your target audiences. 

And if these metrics aren’t enough, or you’re having a hard time making the most out of them, try Triple Whale. From Profit Tracking to our Zero Code Metric Builder and Real-Time MER Tracking, Triple Whale will give your business better insights into your finances, ad performance, and more on Snapchat.

Try Triple Whale today!

About the Author

Colin Dougherty

Colin is Head of Content at Triple Whale. He enjoys long walks on the beach, tequila sunrises, and a quick dip in the ocean.


Colin Dougherty

Colin is Head of Content at Triple Whale. He enjoys long walks on the beach, tequila sunrises, and a quick dip in the ocean.

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