Snapchat Conversion API Setup via Google Tag Manager (Browser + Server-Side)

For this project, I implemented a complete Snapchat Conversion API setup using both browser and server-side tagging. The goal was to track key e-commerce events like Page View, View Content, Add to Cart, Start Checkout, and Purchase accurately and reliably.

I used Google Tag Manager to set up and manage all event tracking, and Stape.io to handle server-side tagging. Each event was configured to fire from both browser and server to improve tracking reliability, with deduplication logic to avoid double counting.

As part of this setup, I:

• Installed the Snapchat Pixel and Conversion API.
• Enabled enhanced e-commerce tracking for major user actions.
• Improved the event match quality score to help Snapchat better attribute conversions.
• Set up custom and goal-based tracking in GTM.

This setup helps brands get more accurate conversion data from Snapchat ads—even when browser-side tracking is blocked—leading to better campaign optimization.