I recently heard that snapchat released an ad platform and since I am an early adopter I decided to get in on this as quickly as I could. I immediately launched several campaigns and over the last few months I have driven leads as low as $1.38 and driven hundreds of thousands of leads. What I learned I am now sharing with everyone.
A Brief History of Snapchat and the Basics of How It Works
Snapchat, created in 2011, is essentially, a multimedia messaging app that has become a social media sensation. It can be used for one- to-one communication, as well as for group messaging. Today, users are allowed to send photos, videos, and text messages to people, and these will disappear aer a few seconds. Of course, there are plenty of other features, such as Stories and Memories, which can be stores or saved and played back, as well. We will get into those later in the book.
In 2011, Even Spiegel and Bobby Murphy, who had met at Stanford University created Picaboo, which was a precursor to Snapchat that is so beloved today. Their goal with that first app was to create something that would be able to send photos that would disappear eventually. They released it in July of 2011, but it did not gain any traction. They also discovered that people could just take screenshots of the pictures with their iPhone, which negated the ability of the photos to disappear.
They then created a workaround to this problem and rebranded their app as Snapchat. The new version of the app allowed people to caption photos, not just send them. These two changes helped the app to gain more traction.
It was just a year later in 2012 that they added the ability to record and send videos that were up to 10 seconds long. The application continued to evolve and grow, and in 2013 and 2014, they introduced Stories and Chat to the application. Stories let people create a narrative of their Snaps, which their friends would be able to view for up to 24 hours. Both brands and users started to work with Stories, as it was a way for them to provide more insight into what they were doing.
Chat, which came in 2014, was a messenger system that would allow users to send messages that would disappear. They would also be able to know when their friends were in the chat window and available. We will talk more about these and all of the other innovations from Snapchat throughout the rest of the book.
Different from Other Social Media
One of the first things that you are going to notice when you start to look into Snapchat, especially if you have experience with other social media sites and online services, is that it is quite a bit different from other options, such as Twitter and Facebook.
It seeks to capture the essence of real human communication, the way that you might greet and talk with someone that you meet, and to do it in a fun and effective manner. It’s not about being perfect. It is instead about getting the message out there. In fact, when the Snapchat CEO and cofounder, Evan Spiegel
Who Is the Snapchat Audience?
Snapchat is one of the most successful social media applications of all time with more than 187 million people using the application on a daily basis. With this many people regularly using the site, it is no wonder that so many brands are interested in finding ways to market to those users. It is a good idea to look at the demographics of users to understand why you will want to make Snapchat a part of your marketing plan.
80% of the users on Snapchat in the United States are over the age of 18. The breakdown of users is as follows:
20% of users are between 13 and 17 years old. 36% of users are between 18 and 24 years old. 27% of users are between 25 and 34 years old. 17% are 35 years old and older.
As you can plainly see, the majority of people who are making up the audience are millennials. While there are certainly others who are using the system, the main users of the application fall into the millennial age range.
If you are not using Snapchat for your brand, it means that you are missing out on a substantial number of people who could be a part of your audience. In fact, there are estimates that at least 27% of people who are on Snapchat are not no other social media platforms over the course of any given week. This means that even if you are active on sites like Twitter and Facebook, you could be missing many people who could potentially be a part of your audience.
created the first blog on their site, it read, “Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion – not just what appears to be pretty or perfect.”
You will notice that Snapchat looks different and works differently. You need to utilize strategies and techniques that will work for the Snapchat environment. Do not let the fact that it feels different from other types of social media intimidate you. It is easier and more fun to use than you might imagine.
Audience Behavior on Snapchat
The audience that is on Snapchat tends to be highly engaged, as well. Research has indicated that the users who are active daily on the site will visit 25 times a day, and they are more willing to open Snaps and messages. They spend about half an hour at a minimum on the application, and they are creating at least 20 Snaps each day.
These are all very good statistics from a marketer’s perspective, as it means that there is a greater chance that customers and potential customers are going to interact with the brand.
Why Are Millennials Interested in Snapchat?
Truth be told, there are many reasons for this, and to learn why, you will need to understand some of the basic psychology of the users. Millennials tend to be more welcoming and embracing of things, including new technology. Many of them grew up with technology and the Internet, and they are able to adapt to different types of technology more quickly and easily than those of late generations.
In addition, it is a different social media outlet from what many consider to be the “norm”, such as Facebook. In fact, there are many people who are on Snapchat who are vehemently anti-Facebook.
They like that Snapchat is different, and that it provides them with a fast and visual outlet where they can connect with their friends, brands, and others. It is a mobile based platform that fits in more with the lives of millennials, those who are part of the counterculture, who want to have quick and easy methods of sharing information with their friends.
With the adoption and use of Snapchat continuing to grow, it makes sense for brands to find ways that they can become a part of the thriving platform, and 187 million plus people who are using it on a daily basis.
Overview of the Snapchat Platform
In this chapter, we are going to be looking at and taking a quick tour of the Snapchat platform to get a better understanding of what it has available for you and some of the features that you will want to use.
Getting Set Up and Using the Profile Screen
When you are ready to start using this platform to market your business and build awareness for your brand, you will need to start by setting up an account profile, so you can get accustomed to the interface and how it all works.
You will start by downloading the app from either the App Store or Google Play, and then sign up by filling out the basic information. This includes your name, birthdate, and the desired username that you want.
If you are going to be setting up an account for your business, keep in mind that the name needs to be unique. Additionally, you will not be able to choose a different username later. The name that you choose for your business is
what is going to stick with you, so make sure that you are choosing carefully.
Once you choose a name that you are happy with, you will need to supply your email and/or your phone number, as well as determine a password for your account. As soon as the account is verified, you can then start to set up your new profile.
The Profile Photo
One of the first things you are going to want to do when you are setting up your account is make sure that you have a profile photo for your business. You can do this by clicking on the ghost icon that appears at the top of the app, or alternatively swiping down from the camera screen.
This will allow you to access the main menu. You will then tap the Snapcode and click the circle to take a series of five photos. These will become the profile photo. It is a good idea to think about what you want your business profile photo to be before you do this step.
A good option might be some branded items that have your logo on them, but the choice is up to you. Just make sure that it is something that will properly represent your company.
One of the unfortunate things about Snapchat is that you are not able to upload a custom image to use as your profile photos, as you would do with other sites, such as Twitter and Facebook. However, you will have the ability to create your own custom Snapcode, as you will see below.
The Snapcode is a way that you can use your logo, or images related to your brand, and you can share this on social media. These are similar to QR codes. It is possible to use the camera on a phone to take a photo of a Snapcode and to send it to someone.
This way, you can use these Snapcodes in both your print and your digital marketing materials to provide people with an easy way to get to your Snapchat page.
It is highly recommended that you create one of these for your business. To do so, you will head into the settings, enter a URL, such as your website, and then upload the photo you want to use from the site. You are likely going to have to resize the photo and make sure that the part you want to be showing is in the outline of the ghost.
Logos tend to work best for this, but it will really depend on your logo and the type of content that you feel would work best for your company’s Snapcode. While you can do this on your phone, you might want to consider using
a web editor through your computer if you feel it would be easier for you.
Once you have everything set up properly, you will be ready to start using Snapchat to market and promote your business. However, as mentioned, it cannot be stressed enough that you might want to use a personal account to practice and to get accustomed to all of the tools and features that are available before you start using it for your business.
A Snapchat Geofilter is simply a digital image, which can then be used as an overlay and applied to images or to video on the snapchat platform. It is essentially a graphic filter that can be added to Snaps that are taken at certain geographic locations and events.
These have been used to great effect by companies that create them for events such as conferences and conventions, sporting events, and concerts. It becomes easy to use these to target specific areas and events for your geofilter to appear. Once the geofilter is approved and added, it can receive unlimited impressions.
A Snap, which was the primary reason this platform was created, could be either a video or a photo. It is possible to edit that photo to includes text, drawings, filters, and effects, and geofilters, as described above. By default, aer a person has viewed the video or the image one time, it will disappear for them. It is possible to use Snaps for Stories, which are discussed below.
It is also now possible to add links to the Snaps, which can certainly be useful to anyone who is considering doing any type of marketing through the platform. In fact, there are many different features that have been added over the years that can allow for a substantial amount of creativity not only for personal use, but also for all of your marketing needs.
Messaging and Video Chat
It was in May of 2014 that video chat was added for Snapchat. This would allow people to communicate in real time through video. It turned out that this was a very welcome feature. During the same update that added the video chat, direct messaging features were added. This would allow users to send text messages to family and friends, and they made it possible to save any information in those texts simply by clicking no it.
Through the My Story feature on Snapchat, you will be able to create stories on the site. The feature will let you compile your snaps into storylines that will appear in chronological order. In 2017, there was a feature added that allowed users on location at certain events, such as a convention or a music festival, to add snaps to a story that was curated and advertised to all of the users. This
could be combined with geofilters for great effect.
Live Stories, which started out as Our Stories, is a feature that lets users who are at specific events post photos and videos from that event. It curates the photos and videos into a collective story that can show the event from multiple points of view. This feature is available for all users to post their content.
In 2015, a little over a year aer Live Stories was introduced, Snapchat created Official Stories. These are public stories of celebrities and other noted people. It is quite similar to the Verified account program that you find on Twitter.
When they were first introduced, the Snaps would disappear aer 24 hours. However, with the addition of a feature called Memories, it now allows people to save story posts and Snaps to a private storage area. They can be saved indefinitely, and they will be just as easy to view as any other videos or images that a person has on their phone. One of the advantages to this is the fact that it is possible for people to now save marketing messages, coupons, and more.
Here is another feature that you will want to be familiar with. Discover is an area that offers channels that are fill of short content that is supported through ads. The content here tends to come from large publishers, such as Vice and BuzzFeed. When you open up the app, you will swipe right twice, which will get you to the Discover page. This is where you can find all of the content from those large publishers.
This is a service that lets those who are 18 and older send money to another user through the instant messaging service. Snapchat partnered with a company called Square, which allow people to send money through email simply by typing the amount in the subject line.
With Snapcash, you will find that it works in a very similar way. You would use the text feature of the application, type in an amount of money, and then click on the green pay button. This will send the cash instantly.
There are many different features and options available within the settings of Snapchat, and it is important to visit your settings whether you are using Snapshot as a private user or as a growing brand. When you first start to use the app, you will want to go into your settings to get acquainted with them.
You will tap on the image/face icon in the upper le corner. The next screen will have some settings available, and it is here that you can add your friends. However, when you tap the red gear icon in the upper right corner. This will open up a screen that has a wide range of features and settings that you can use and adjust, including Snapcodes, filters and lenses, spectacles, your password, notifications, Snapcash, memories, connected apps, and more.
You can determine who can contact you, who can view your story and see your location, you can find support, clear your cache, conversations, search history, and more. You will want to familiarize yourself with the features on this screen, so you can make sure that your settings are all to your liking and that you know where to find them quickly.
Introduction to the Snapchat Ad Manager
With all of these people utilizing Snapchat, you want to make sure that your brand is getting the attention that it deserves. One of the best ways to do that is to start advertising on the site, which is easy thanks to the Snapchat Ad Manager.
How to Create an Account
The first thing that you are going to need to do is set up an account on Snapchat Ad Manager. Fortunately, this tends to be quite simple. First, you need to make sure that you have your Snapchat account set up and ready to go. Once you have completed that step, you will then go to www.ads.snapchat.com on a desktop, and you will be greeted by the following screen.
Fill out your business name, your name, business email, country, time zone, and currency. Once you have this information filled out, your account is created and ready to go.
At this point, you are going to be able to start creating ads that you can start using.
You will notice that in the upper le corner of this page on the yellow bar are the words Create Ads. When you click on this, you will be greeted with all of the various tools and settings that you are going to want to use to get your ads up and running. You will be in charge of the master ad account, but you can add other members of your team, if you wish. This will be discussed later in the chapter.
The pages and tools that are available by clicking on the upper le portion of the screen include:
- Create Ads – From here, you can launch your campaigns.
- Snap Publisher – You can create Snap videos from scratch or use templates.
- Help Center – Features tutorials and guides.
- Manage Ads – Here, you can measure the performance of your advertisements and manage your campaigns.
- Snap Pixel – Use this to track your ad conversions and improve the audience targeting.
- Bulk Tools – Use spreadsheets to create and manage campaigns.
- Creative Library – You will be able to manage your filters and Snap ads through here.
- Audiences – Here is where you can create audience lists via segmentation or through customer lists.
- Locations – Here, you can view foot traffic insights for your business.
- Ad Accounts – Manage accounts settings and memberships.
- Members – Manage the organization members and their roles in the organization.
- Billing & Payments – This is where you are going to go to manage your payment methods for your business.
Creating Sub Accounts
If you find that you want or need to add more accounts, it is very easy to do. All you need to do is head to the Ad Accounts Page, and you will see in the upper righthand corner of the page, a button for adding new accounts that looks the following.
Once you click on the button, it will open up the New Ad Account screen, which you will need to fill out. You need to add your name, billing type, advertiser, type of new add account (self-service or on-demand geofilters), the billing center, spend cap, time zone, and the currency that you are going to be using. Check out what the screen looks like below.
Setting Up Your Billing
Setting up your billing is just as easy as setting up everything else in the Snapchat system. You will be able to choose whether you want to connect a credit card to the system to use as your payment method, or you might want to opt for PayPal instead. The screen that you see below is near the bottom of the page that first shows up when you log into the site.
However, you might want to go into the settings, and then to the Billings & Payments Page, so you can have more control and get everything set up for your ads now and in the future.
Here, you will be able to add billing centers, add credit cards, PayPal, lines of credit, and apply for lines of credit. Check out the screenshot below to see what this page will look like.
Managing Members and Access
To add members and provide different levels of access, you can head to the Members page. On the right corner of the screen, you will see a button that allows you to invite new members to join the team and to be able to create ads through your account.
Just click on this button, and you will then a popup will appear, as you will see directly below. This will prompt you to add the person’s name, email address, and then choose their role in the organization, which will be as a member, since you are likely to be the admin.
When you are creating ads for Snapchat, there are three different types of ads on which you are going to be focusing. These are Snap ads, Story ads, and Geofilters.
Types of Ads
A Snap ad is a video that is 10 seconds long or less, and that includes an option for the viewers to learn more when they swipe up on the advertisement. The additional information that they get when they swipe up could take the swiper to longer videos, articles or post, a way to interact with and buy from your brand through an app install page or a mobile website that the users will be able to access without leaving Snapchat.
Another ad format that you might want to consider using is Story ads. This is an ad format that will allow you to reach audiences with a branded tile in the Discover feed. This will make it easy for those on Snapchat to go into a collection of anywhere from three to 20 Snaps to learn more about what you are offering.
When you add attachments, as with Snap ads, they can swipe up to learn more about your product, buy, and more.
Another option for advertisements is geofilters. These are tied to a geographic location, as mentioned, and they tend to be a very simple way for people to advertise right on the site without being considered bothersome by the userbase.
In fact, most users like to use these filters, and will actively do so, which means excellent advertising opportunities for the brand with less work aer the creation of the geofilter.
Within these three basic types of ads, there is plenty of room for people to get very creative and to create quality ads that work and that meet their objectives.
What Are Your Ad Objectives?
When you are creating an ad, you are not doing just for your own entertainment. You want to make sure that all of the ads that you put out there have some type of objective, something that you want to happen when a person views the ad. You will need to know this when you are creating your ad.
Depending on your company and the type of campaign you are running, there could be any number of objectives that might fit your needs. The following are some of the most common types of objectives and what they will do for your brand.
If the objective of your ad is to get more people to know about your company and brand, then awareness is going to be your objective.
The objective here is to get people to swipe up so they can be taken directly to the app store where they can download your app.
Drive Traffic to Website
With this objective, you are going to try to get people to visit your website.
Drive Traffic to App
The goal of this objective is to send Snapchatters to your app or to a third party application.
With this objective, you are going to try to get more of the Snapchatters to interact with your ad in some way.
If getting more video views is something that is important to your brand, then the objective of video views is what you are going to want to use when you are creating your ads.
If you need to have more leads for your business, then you will want to choose the lead generation objective when you are building your ads on Snapchat.
While this might sound a lot like driving traffic to your website, at least on first blush, there is a difference. With this type of objective, the
goal is to get people to go to your website and then take an action on the site, such as sign up for a newsletter, or even make a purchase.
Those who are trying to use website conversions will first want to start with a swipe up campaign, so they can generate a certain number of daily conversions. This has to be done before you can turn on conversion as an objective of your ads.
Best Practices for Ad Creation
When you are creating advertisements for Snapchat, you want to make sure that they are going to work well for your audience. Keep in mind that the audience on Snapchat is going to be different from those who are on other platforms, and that means your ads are going to need to conform to their needs and expectations. The following are some creative best practices from Snapchat to help give you some guidance.
Simple Tips to Follow for Better Ads
- The best length for ads that will encourage people to swipe up are between three and five seconds.
- You will want to have voiceover on the ads to encourage people to swipe up.
- You should always consider your objective when you are creating your advertisements.
- Test different types and styles of ads to see what is going to work best for you.
- If you have an offer message try to provide it in seconds two or three.
- If you are trying to get people to install an app, you may want to showcase the app UX, show people what the app does visually, and use Install Now or Download to use as your call to action.
- Those who want to have more people view their web space will want to feature their product, offer, or branding in the first frame. The messaging should be simple and easily understood, and the landing page, along with the Snap, should focus on consideration rather than conversion.
- Vertical video is preferred because that is how people use Snapchat.
Keep the ads simple and to the point, and make sure that they are engaging for the audience.
Utilize UTMs (Urchin Tracking Module), when you are creating your links within your ads. This will allow you to track the traffic performance using Google Analytics.
Think visually when you are creating these ads. A lot of text and exposition will simply not work on this platform. Brand early and make sure you get to the point quickly.
As with all types of advertising, there are no magic solutions to ensuring that all of your ads work out perfectly and you achieve your objectives. You need to make sure that you are creating the best possible ads that are geared toward helping you reach your objective. Test ads, see how they work, and make improvements. Oen, frequency is a factor in the success of ads. Sometimes, a person needs to see the ad several times before they swipe up. Do not change up your ads too soon. Give them time to work, and only when the analytics show you that the ad is not working should you change it.
You naturally want to make sure that you are able to target the ideal people on Snapchat who could potentially become your customers or clients. When you are trying to target customers, there are ways that you can provide audience segmentation and have control over who you are targeting.
The following are some of the different methods by which this can segment your audience. You will find that Snapchat tends to have a robust number of options available. When you are considering your audience and building your ads, you will want to utilize some of the following segmentation options. It can allow you to find exactly the perfect potential audience for your advertisements.
With location targeting, you are looking for an audience that is in a certain geographic location. This could work well for any brick and mortar business, or for those who are advertising during a convention or an event, for example. You will start by choosing your country.
You will find that demographic targeting can be quite beneficial, as well. You can choose the audience’s age, gender, language, and you can choose household income level.
Understanding the demographics of what you consider to be your ideal customer is essentially if you hope for this to work.
With Audiences targeting, you will have a list of more than 300 audience options from which you can choose, which should allow you to find an audience that looks like your own audience.
Devices and Carriers Targeting
It is even possible to segment your audience by the type of devices that they have with them, their carrier, and even their connection type. This could be a good option for those who have apps available for one system, such as iOS, but not for Android, for example.
Custom Audiences Targeting
Custom audiences are a good option, as well. With this type of targeting, you will be able to create matches with your email list and define what a lookalike list would be for your brand. You can further segment the target to provide you with a more refined and focused approach.
Create an Ad on Snap Publisher
Creating an ad on Snap Publisher is quite simple.
First, you will open up the ads manager and then click on Create Ads section. This will bring you to a screen that will allow you to choose from the Quick and Easy method and the Advanced Create method.
With the Quick and Easy option, you can get an add up in less than five minutes, whereas with the Advanced Create method, you are going to have more control over the ads, and you can create multiple sets and ads for a campaign that you are running.
When you opt for Quick and Easy, you will then be able to choose to create a video or image ad, a Story add, and add filters to it if you would like. You will then fill out the required information, which you can see in the image below. You will also choose to upload the ad, browse, or create it at that time. You can also select your attachment type – website, longform video, app install, deep link or AR lens – based on your objectives for the ad.
Then, you can scroll down and determine who is going to see your ad by filling out the information that is below the first section. Check out the screen below to get a look at what type of information you are going to need to provide.
Next, you are going to choose the duration and the budget for your advertisement, and you can choose whether it is active or not.
Finally, you will be able to choose your payment method for ad that you have created
Tips for a Snapchat Marketing Campaign
Naturally, you want to make sure that you have a successful marketing campaign on Snapchat. While there is never a 100% guarantee of anything, the following are some things that you can do to help give you a better chance of having a campaign that runs smoothly and does well for you.
You Need a Plan
First, just as with every marketing campaign, you need to make sure that you are not just jumping into the fray. You need to take the time to sort out a plan of the different types of content that you want to utilize, whether it is an image or video.
You have to plan out the stories that you are going to be creating, and you need to learn as much as you can about your customers and your ideal customers before you get started. Only once you have a great plan in place should you start the campaign.
Target Content to the Right Followers
Make sure that you are segmenting your audience properly when you are creating your advertisements, and you will find that you tend to get more traction from those ads. While this might seem simple, it is ever effective, so do not skip this step when you are creating the ads.
Create a Geofilter
A great way to advertise easily with Snapchat is with the Geofilters that were discussed earlier in the book. These are very helpful, so do not overlook them. You can create your own or choose from a template. While the templates are certainly going to be easier, you will find that it is oen better to use some creativity and come up with something special of your own.
Test Your Ads
Always remember the importance of testing your ads to make sure that they are working and that you are not simply wasting money. Test several ads and learn from them which does and does not work. Be sure that you have different ads for different segments of your audience, as well.
Connect With and Work With Influencers
As a brand, you might want to look for some influencers on the platform that might be willing to work with you. Snapchat, like Instagram and other social media sites, has become a place where traditional celebrities and social media celebrities have a measure of power. They are essentially digital celebrities, and they know how to use the platform well to reach their already large following. Naturally, you want to utilize their power for your business.
You can reach out to influencers on the site who might fit in well with your brand. Keep in mind that they are not going to provide their services for free. In the beginning, you might want to work with some of the smaller influencers on the site.
Short and to the Point
Finally, it is important that you keep your Snap ads short and sweet during your campaign. Even though you might have 10 seconds, people still see these as advertisements, and that means that they are not always welcoming of them. Make them interesting and entertaining, and always try to keep them to about five seconds or so at most.
Improving Your Ad Campaign
As a marketer, you know that you have to have a good understanding of just how effective, or ineffective, your marketing efforts are going. It is essential that you utilize Snapchat analytics, so you can get a better sense of how the campaign is going and what you might need to do in order to improve your ROI, or the return on investment.
What Are the Benefits?
There are many benefits from using these metrics. When you pay attention to the analytics, you will have far more insight into your audience and the types of content that will and will not work with them. When you learn the type of content that seems to do well with the audience, it will then allow you to make some changes into type of content that you are planning for the future.
You will learn new strategies, and you will learn the best to use to engage with your audience. Of course, the biggest benefit is the fact that you will get an advantage on your competition.
What Should You Be Tracking?
There is still a lot to learn about how businesses can use and benefit from Snapchat, and analytics are going to help. Of course, you need to have an understanding of what types of metrics tend to be the most important for this. The following are some of the most import things to watch if you want to know how to make some positive changes to your campaign going forward.
Naturally, you need to know how many people are seeing and engaging with the content that you are putting on the platform. The unique views for Snapchat represents the number of people who have opened the video or image and have viewed it for a minimum of a second. It is important to keep in mind that Snapchat only counts the viewers one time, even if they were to watch the Snap or the Story multiple times.
This is a good thing, as it is going to provide you with an accurate number of people viewing the content.
One of the other analytics that you should look out for is the completion rate. This is simply how many people have watched the content from start to finish. Ideally, the completion rate is going to be high, as it means that you have engaged the people enough that they are interested in your brand and the content that you have created. It gives you a better idea of the type of content that the audience really cares about from you.
You can check the number of screenshots taken of a Snap, as well. This is one of the ways that you can track engagement with content, and it tends to be a very good way of measuring the success of a coupon code from
your marketing campaign. It could also be used for contests, for example, and knowing how many have screenshotted something for a contest can give you some insight into just how successful it was and how many people it reached.
The Fall Off Rate
This is the rate at which people stop viewing a story. It is closely aligned with the completion rate. Understanding the rate at which people fall away from your stories will give you a better idea of not only where you are losing them, but it can provide you with insight on why you are losing them.
Tools to Consider
Of course, you need to have some good tools that can help you with all of this. Fortunately, there are several options. Snapchat itself does have in-app data that you can check out, and you can look at the information each day to get a close look at the unique views, screenshots, and more. However, you might also want to consider some other tools, such as Snaplytics and Delmondo, both of which can deliver the metrics that you need.
Once you start looking at those metrics on a regular basis, you will be able to rework your strategy to improve upon your campaign, just as you would with any other type of marketing.