Snapchat Conversions API

Prerequisites

• Snapchat Ads Manager account and Snap Pixel already installed via GTM.
• TAGGRS server container deployed
• Access to your Pixel ID and API Token

Configure the Snapchat CAPI Tag in sGTM

1. In your sGTM container, go to Tags → New.
2. Choose HTTP Request or a community template for Snapchat CAPI.
3. Set the endpoint:

   https://tr.snapchat.com/v2/conversion
   

Method: POST
Headers:
Content-Type: application/json
Authorization: Bearer <API_TOKEN>

Build the payload

{
  "pixel_id": "{{Pixel ID}}",
  "event_type": "PURCHASE",
  "event_conversion_value": "{{Value}}",
  "event_currency": "{{Currency}}",
  "timestamp": "{{Timestamp}}",
  "event_id": "{{event_id}}",
  "user_agent": "{{User Agent}}",
  "ip_address": "{{IP Address}}"
}

1.  Use GTM Preview mode to ensure the same event_id is present in both client- and server-side events.
2. In TikTok Events Manager, use the Test Events tool to verify deduplication is working.
3. Check that only one conversion is counted per user action.

Map all variables from your data layer or GA4 event.

Set triggers

Fire the tag on relevant server-side events (e.g., purchases, sign-ups).

Test and publish

1. Verify event delivery using sGTM Preview mode and Snapchat’s Test Events tool.
2. Publish your container once verified.

Tip:
To find the Snapchat's Test Events tool, log in to Ads Manager. In the top menu, select Events Manager > Test Events. Then, select the data source (in this case your pixel) you wish to test events for.

Best practices

Always send unique event_id values for deduplication.
Hash user identifiers for privacy compliance.
Monitor Snapchat Events Manager for diagnostics and troubleshooting.

Useful resources