Snapchat Ads GA4 Tracking: ScCid Parameter Best Practices

Snapchat has evolved into a powerful advertising platform with over 400 million daily active users, offering unique vertical video ad formats and augmented reality experiences. However, many advertisers struggle with properly tracking Snapchat campaign performance in Google Analytics 4. If your Snapchat ads are showing up as referral traffic without campaign attribution, this comprehensive guide will help you implement complete tracking.

Understanding Snapchat's Tracking System

What ScCid Means

ScCid stands for "Snapchat Click ID" - Snapchat's unique identifier for tracking ad clicks and conversions.

Format:

ScCid=abc123def456ghi789

Note the capitalization: ScCid (capital S, lowercase c, capital C)

How Snapchat Tracking Works

When someone clicks a Snapchat ad:

1. User sees ad in Snapchat app
2. Clicks ad creative or call-to-action
3. Snapchat automatically appends ScCid to destination URL
4. User lands on website with ScCid parameter present
5. Snapchat Pixel on website reads ScCid
6. Links click to on-site events and conversions

Example URL after Snapchat Ad Click:

https://example.com/product?ScCid=abc123def456ghi789

Why GA4 Doesn't Recognize ScCid

The Core Issue: Google Analytics 4 has no native integration with Snapchat's advertising platform.

What Happens Without UTM Parameters:

1. GA4 receives traffic with only ScCid parameter
2. Doesn't recognize ScCid (only recognizes Google's click IDs)
3. Looks for referrer domain: snapchat.com or t.snapchat.com
4. Cannot identify as paid advertising
5. Defaults to classifying as referral traffic
6. No campaign information captured

What You See in GA4:

• Source: snapchat.com or t.snapchat.com
• Medium: referral
• Channel: Referral
• Campaign: (not set)

What You Should See:

• Source: snapchat
• Medium: paid_social
• Channel: Paid Social
• Campaign: [your campaign name]

Why You Need Both ScCid and UTM Parameters

ScCid: Snapchat's Tracking System

Purpose:

• Snapchat Pixel: Links ad clicks to conversion events on your website
• Conversion Attribution: Connects purchases/signups back to campaigns in Snapchat Ads Manager
• Campaign Optimization: Powers Snapchat's automated bidding and delivery
• Audience Building: Creates custom audiences from converters
• Event Tracking: Tracks PageView, ViewContent, AddToCart, Purchase, SignUp events

Where You See Results:

• Snapchat Ads Manager conversion reports
• Campaign performance dashboards
• ROAS calculations
• Event tracking metrics
• Audience insights

Important: ScCid is essential for Snapchat's own tracking and campaign optimization. Never remove it.

UTM Parameters: GA4's Tracking System

Purpose:

• Traffic Attribution: Identifies traffic source, medium, and campaign in GA4
• Channel Grouping: Properly categorizes as "Paid Social"
• Campaign Analysis: Tracks campaign and ad set performance
• User Journey: Shows complete path from Snapchat ad to conversion
• Cross-Platform Comparison: Compares Snapchat to other marketing channels

Where You See Results:

• GA4 traffic acquisition reports
• User acquisition analysis
• Engagement and conversion metrics
• Conversion path reports
• Custom explorations

Why Both Are Required

Together: Complete tracking ecosystem for comprehensive campaign analysis across both platforms.

Step-by-Step Setup Guide

Method 1: Campaign-Level Tracking (Recommended)

This method applies UTM parameters to all ads within a campaign.

Step 1: Access Snapchat Ads Manager

1. Log in to Snapchat Ads Manager (ads.snapchat.com)
2. Navigate to "Campaigns"
3. Select existing campaign or create new one
4. Click campaign name to open settings

Step 2: Navigate to Deep Link Settings

1. Scroll to "Attachment" or "Creative" section
2. Look for "Advanced Options" or "Deep Link"
3. Find "Query String Parameters" or "URL Parameters"
4. Click to expand

Step 3: Add UTM Parameters

Add this template in the URL parameters field:

utm_source=snapchat&utm_medium=paid_social&utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}&utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}&utm_term={"{"}{"{"}AD_NAME{"}"}{"}"}}

Step 4: Save and Test

1. Save campaign settings
2. Wait for ad approval (if new)
3. Test with live ad click
4. Verify both ScCid and UTM parameters present

Method 2: Ad Set Level Configuration

For more granular control per ad set:

Step 1: Navigate to Ad Set

1. Open your campaign in Snapchat Ads Manager
2. Click "Ad Sets" tab
3. Select the ad set to configure
4. Click "Edit"

Step 2: Configure Tracking

1. Scroll to "Tracking" or "Deep Link" section
2. Find URL parameters field
3. Add UTM template specific to this ad set

Step 3: Use Dynamic Macros

Snapchat supports macro substitution for automatic population:

utm_source=snapchat&utm_medium=paid_social&utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}&utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}&utm_id={"{"}{"{"}CAMPAIGN_ID{"}"}{"}"}}

Method 3: URL-Level Tracking (Most Granular)

For individual URL control:

Step 1: Build Complete URL

When setting up ad creative, build full destination URL:

https://example.com/landing-page
?utm_source=snapchat
&utm_medium=paid_social
&utm_campaign=summer_collection_2025
&utm_content=story_ads_female_18_24
&utm_term=vertical_video_15sec

Step 2: Add to Ad Creative

1. In ad creation flow
2. "Destination" or "Swipe Up URL" field
3. Paste complete URL with UTM parameters
4. Snapchat will add ScCid automatically when ad is clicked

Note: ScCid is always added by Snapchat at click time, regardless of which method you use.

Snapchat Dynamic Parameters

Snapchat offers macro parameters that automatically populate with campaign data:

Supported Macros

How Macros Work

In Setup (Before Click):

utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}

After User Clicks (Actual URL):

utm_campaign=summer_collection_2025

Benefits:

• No manual entry for each campaign
• Automatically updates if campaign renamed
• Reduces tracking errors
• Scales across multiple campaigns
• Maintains consistency

Recommended UTM Structure for Snapchat

Standard Snapchat Advertising Setup

Basic Template:

utm_source=snapchat
utm_medium=paid_social
utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}

Advanced Template:

utm_source=snapchat
utm_medium=paid_social
utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_{"{"}{"{"}AD_NAME{"}"}{"}"}}
utm_id={"{"}{"{"}CAMPAIGN_ID{"}"}{"}"}}
utm_term=snapchat_story

Parameter Breakdown

utm_source: Always "snapchat"

utm_source=snapchat

• Standard identifier for Snapchat traffic
• Consistent with industry conventions
• Easy to filter in GA4 reports
• Distinguishes from other social platforms

utm_medium: Use "paid_social"

utm_medium=paid_social

• Clearly indicates paid advertising
• GA4 automatically categorizes as "Paid Social" channel
• Separates from organic Snapchat traffic
• Standard across all social ad platforms

Alternative for Video Campaigns:

utm_medium=paid_video

• Emphasizes video-first nature of Snapchat ads
• Useful if comparing video performance across platforms
• Still properly categorized in GA4

utm_campaign: Dynamic Campaign Name

utm_campaign={"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}

• Automatically pulls actual campaign name
• Keep campaign names descriptive in Snapchat Ads Manager
• Use underscores instead of spaces: summer_collection_2025
• Include objective or product for clarity

utm_content: Track Ad Sets or Targeting

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}

Or for more detail:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_{"{"}{"{"}AD_NAME{"}"}{"}"}}

• Identifies which audience segment performed best
• Tracks creative variations
• Useful for A/B testing
• Shows demographic targeting performance

utm_term: Optional Placement Context

utm_term=snapchat_story

Or:

utm_term=discover_feed

• Placement information (Stories, Discover, etc.)
• Ad format details
• Device type
• Any additional segmentation

Snapchat-Specific Tracking Strategies

By Campaign Objective:

Awareness Campaigns:

utm_campaign=awareness_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_medium=paid_social
utm_term=cpm

App Install Campaigns:

utm_campaign=app_install_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_medium=paid_social
utm_term=app_installs

Website Conversion Campaigns:

utm_campaign=conversion_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_medium=paid_social
utm_term=website_conversion

Video View Campaigns:

utm_campaign=video_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_medium=paid_video
utm_term=video_views

Demographic-Based Tracking

Snapchat's strength is reaching younger demographics:

By Age Group:

utm_content=female_18_24_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}
utm_content=male_25_34_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}

By Interest:

utm_content=beauty_enthusiasts_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}
utm_content=gamers_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}

By Behavior:

utm_content=frequent_purchasers_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}
utm_content=app_users_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}

AR Lens and Filter Tracking

For Snapchat's unique AR advertising:

Sponsored Lenses:

utm_medium=paid_social
utm_campaign=ar_lens_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content=sponsored_lens
utm_term=ar_experience

AR Filters:

utm_medium=paid_social
utm_campaign=ar_filter_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content=branded_filter
utm_term=ar_engagement

Verification and Testing

Step 1: Preview Your Tracking

In Snapchat Ads Manager:

1. Create or edit your campaign with UTM parameters
2. Navigate to ad preview
3. Check the destination URL format
4. Verify UTM parameters are present before ScCid placeholder

Step 2: Test with Live Ad Click

Important: ScCid only appears when clicking actual live ads, not in preview.

1. Launch test campaign or find active ad
2. Open Snapchat app on mobile device
3. Find your ad in Stories or Discover
4. Click/swipe up on the ad
5. Landing page opens
6. Inspect URL (view source or use debugging tools)

Expected Format:

https://example.com/page
?utm_source=snapchat
&utm_medium=paid_social
&utm_campaign=summer_collection_2025
&utm_content=story_ads_female_18_24
&ScCid=abc123def456 (added automatically by Snapchat)

Step 3: GA4 Real-Time Verification

After clicking test ad:

1. Open Google Analytics 4
2. Go to Reports > Real-time
3. Within 30 seconds, check for:
   • Source: snapchat
   • Medium: paid_social
   • Campaign: [your campaign name]
   • Session from your test traffic

Step 4: Channel Grouping Check

1. Navigate to Reports > Acquisition > Traffic acquisition
2. Find your test traffic
3. Confirm it shows under "Paid Social" channel
4. Verify NOT appearing under "Referral"

Step 5: Snapchat Pixel Verification

Install Snapchat Pixel Helper: Chrome extension available from Chrome Web Store

Verify Pixel Firing:

1. Visit landing page from ad click
2. Snapchat Pixel Helper icon should light up
3. Click icon to view details
4. Verify ScCid is captured
5. Check events being fired (PageView, ViewContent, etc.)

In Snapchat Ads Manager:

1. Navigate to Events Manager
2. Check "Test Events" section
3. Verify events appear in real-time
4. Confirm ScCid linking to campaigns

Step 6: Test Conversion Tracking

In Snapchat Ads:

1. Complete test conversion on website (purchase, signup, etc.)
2. Check Snapchat Ads Manager "Events" section
3. Verify conversion attributed to campaign
4. Confirm ScCid parameter captured

In GA4:

1. Complete same conversion
2. Check GA4 conversions report
3. Verify conversion attributed to snapchat / paid_social
4. Confirm campaign details present

What You'll See After Proper Setup

Before: Missing UTM Parameters

GA4 Shows:

• Source: snapchat.com or t.snapchat.com
• Medium: referral
• Channel: Referral
• Campaign: (not set)
• No campaign-level insights
• Paid and organic Snapchat traffic mixed together

Problems:

• Can't measure Snapchat ad ROI
• Unable to identify which campaigns work
• No demographic performance data
• Can't justify ad spend
• Missing conversion attribution

After: Complete Tracking Implementation

GA4 Shows:

• Source: snapchat
• Medium: paid_social
• Channel: Paid Social
• Campaign: summer_collection_2025
• Ad Set: story_ads_female_18_24
• Creative: vertical_video_15sec
• Complete user behavior metrics

Benefits:

• Clear campaign attribution
• Accurate conversion tracking
• ROI measurement capability
• Demographic performance insights
• Can optimize based on GA4 data
• Compare Snapchat to other channels
• Full-funnel visibility

Snapchat Ads Manager Still Shows:

• All standard performance metrics
• Conversion tracking via ScCid
• Event data from Snapchat Pixel
• Campaign optimization metrics
• Audience insights
• AR engagement metrics (for lens/filter ads)

Common Issues and Solutions

Issue 1: UTM Parameters Not Appearing in GA4

Symptoms:

• Set up UTMs but not showing in reports
• Traffic still classified as referral

Causes & Solutions:

Macro syntax error:

❌ Wrong: {"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}} (single braces)
❌ Wrong: [[CAMPAIGN_NAME]] (wrong brackets)
✅ Correct: {"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}} (double curly braces)

Parameters not saved:

• Return to campaign or ad set settings
• Verify UTM parameters present
• Save again
• Test with new ad click

URL redirects stripping parameters:

• Check if landing page redirects
• Verify redirects preserve query parameters
• Test with direct landing page (no redirect)
• Contact web development team if needed

Issue 2: ScCid Missing from URLs

Symptoms:

• UTM parameters present but no ScCid
• Snapchat conversion tracking not working

Solutions:

Snapchat automatically adds ScCid to all ad clicks. If missing:

1. Verify clicking actual ad: Organic Snapchat posts won't have ScCid
2. Check Snapchat Pixel installation: Pixel must be on landing page
3. Verify ad status: Ad must be approved and serving
4. Clear app cache: Close and reopen Snapchat app
5. Test in fresh session: Cached content may not show parameter

Issue 3: Macros Not Resolving

Symptoms:

• URL shows {"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}} literally
• Dynamic parameters not populating

Causes:

Ad not yet approved/serving:

• Macros resolve when ad is live and serving
• Test with approved, active campaigns
• Wait for ad approval if newly created

Unsupported macro:

• Check Snapchat's official documentation
• Use only supported macro formats
• Remove any custom macros not on official list

Copy-paste formatting issues:

• Type macros manually instead of copying
• Ensure no hidden characters
• Use plain text editor to clean before pasting

Issue 4: Traffic Still Shows as Referral

Symptoms:

• UTMs added but GA4 still shows "Referral" channel

Common Causes:

Incorrect utm_medium:

❌ utm_medium=referral (explicitly sets as referral)
❌ utm_medium=social (may classify as organic social)
✅ utm_medium=paid_social (correct for paid ads)

Checking historical data:

• UTM parameters only affect new traffic
• Filter reports by date after implementation
• Historical referral traffic cannot be reclassified

Organic Snapchat traffic mixed in:

• Organic posts/shares without UTMs correctly show as referral
• Only paid ads should have UTM parameters
• This distinction is expected and correct

Issue 5: Snapchat Pixel Not Firing

Symptoms:

• GA4 tracking works but Snapchat conversions don't track

Solutions:

1. Verify pixel installation:

   • Check pixel code in page source
   • Must be in <head> section or via tag manager
   • Pixel ID must be correct

2. Check pixel status:

   • Use Snapchat Pixel Helper extension
   • Should show green checkmark
   • View events being fired

3. Verify event tracking:

   • Ensure conversion events configured in Snapchat Events Manager
   • Check event names match exactly
   • Test with PAGE_VIEW event first

4. Clear cache and test again:

   • Hard refresh page (Ctrl+Shift+R / Cmd+Shift+R)
   • Test in incognito mode
   • Try different browser/device

Advanced Snapchat Advertising Tracking

Tracking Different Ad Formats

Snapchat offers unique ad formats. Track each distinctly:

Story Ads:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_story_ad
utm_term=snapchat_stories

Discover Ads:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_discover
utm_term=discover_feed

Collection Ads:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_collection
utm_term=product_catalog

Dynamic Ads:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_dynamic
utm_term=dynamic_retargeting

AR Lens Ads:

utm_medium=paid_social
utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_ar_lens
utm_term=augmented_reality

Commercial Ads (Show-style content):

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_commercial
utm_term=long_form_video

Audience-Level Performance Tracking

Snapchat's demographic targeting capabilities:

Strategy: Separate Campaigns by Age Group

Gen Z (18-24):

utm_campaign=genz_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content=18_24_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}

Millennials (25-34):

utm_campaign=millennial_{"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}}
utm_content=25_34_{"{"}{"{"}ADSET_NAME{"}"}{"}"}}

By Gender:

utm_content=female_18_24_beauty
utm_content=male_18_24_gaming

Snap Lifestyle Categories Tracking

Interest-Based Targeting:

utm_content=beauty_enthusiasts
utm_content=food_and_drink_lovers
utm_content=sports_fans
utm_content=gamers

Custom Audience vs. Lookalike Tracking

Custom Audiences:

utm_content=custom_website_visitors
utm_content=custom_email_list
utm_content=custom_app_users

Lookalike Audiences:

utm_content=lookalike_converters_1pct
utm_content=lookalike_purchasers_5pct

A/B Testing Snapchat Creatives

Track creative variations:

Format:

utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_creative_v1
utm_content={"{"}{"{"}ADSET_NAME{"}"}{"}"}}_creative_v2

Messaging:

utm_term=message_discount_focused
utm_term=message_lifestyle_focused

Visual Style:

utm_term=visual_bright_colorful
utm_term=visual_minimal_elegant

Best Practices for Snapchat Campaign Tracking

1. Standardize Naming Conventions

Campaign Names:

{"{"}{"{"}objective{"}"}{"}"}}_{"{"}{"{"}product{"}"}{"}"}}_{"{"}{"{"}audience{"}"}{"}"}}_{"{"}{"{"}month{"}"}{"}"}}_{"{"}{"{"}year{"}"}{"}"}}
Example: conversion_shoes_genz_jan_2025

Benefits:

• Easy to sort and filter
• Clear at a glance
• Consistent across team
• Scales as you grow

2. Document Your Tracking Strategy

Create documentation including:

• UTM parameter templates for each campaign objective
• Macro usage guidelines
• Examples for common scenarios
• Testing checklist
• Troubleshooting guide
• Team training materials

3. Test Before Launching

Pre-Launch Checklist:

• UTM parameters added to campaign/ad set
• Macros use correct syntax {{MACRO_NAME}}}
• Snapchat Pixel installed and verified
• Test ad created and approved
• Test ad clicked from Snapchat app
• URL contains both UTMs and ScCid
• GA4 real-time shows correct attribution
• Default channel grouping shows "Paid Social"
• Snapchat Pixel fires correctly
• Test conversion tracked in both systems

4. Monitor Regularly

Weekly Checks:

• Review GA4 for "snapchat.com / referral" spikes
• Verify new campaigns include UTM parameters
• Spot-check ad URLs
• Review conversion attribution
• Check for tracking errors

5. Leverage Snapchat's Unique Features

AR Engagement:

• Track AR lens views and interactions
• Monitor swipe-up rates from AR experiences
• Analyze post-AR-engagement behavior

Vertical Video Optimization:

• Test vertical video creative performance
• Track completion rates by duration
• Analyze sound-on vs. sound-off engagement

Demographic Precision:

• Monitor which age groups convert best
• Test messaging resonance by demo
• Analyze post-click behavior by audience

Frequently Asked Questions

Q: Will adding UTM parameters affect my Snapchat ad delivery?

A: No. UTM parameters are only for analytics tracking. They don't impact ad delivery, performance, targeting, or optimization in Snapchat Ads Manager.

Q: Should I remove ScCid from URLs?

A: Never. Snapchat needs ScCid for conversion tracking, pixel events, and campaign optimization. Removing it breaks Snapchat's tracking and hurts campaign performance.

Q: Can I track organic Snapchat content with UTM parameters?

A: Yes. When sharing links in Snapchat posts or stories organically, add UTM parameters. Use utm_medium=social (not paid_social) to distinguish from paid ads.

Q: How do I track Snapchat AR Lens engagement in GA4?

A: GA4 tracks on-site behavior after the click/swipe-up. For lens-side engagement (views, shares, screenshots), use Snapchat's native analytics in Ads Manager.

Q: What if users screenshot my ad and visit directly?

A: Screenshots that users type manually won't include tracking parameters. This is unavoidable and typically represents minimal traffic compared to direct ad clicks.

Q: Do I need different tracking for Snapchat mobile app vs. desktop?

A: No. The same UTM structure works across all devices. Snapchat automatically adds ScCid regardless of device. However, note that Snapchat is primarily a mobile platform.

Q: How long does it take for conversions to appear in Snapchat Ads Manager?

A: Snapchat Pixel conversions typically appear within minutes. Check the Events Manager for real-time event tracking.

Q: Can I use Snapchat Ads with other social platforms?

A: Yes, both can run simultaneously. Use utm_source to distinguish:

• Snapchat: utm_source=snapchat
• TikTok: utm_source=tiktok
• Facebook: utm_source=facebook

Related Resources

• Platform Click IDs Explained: Which Ones Does GA4 Actually Support?
• TikTok Ads Attribution in GA4: Why You Need Both ttclid and UTMs
• UTM Parameters Are Not Optional: Non-Google Platform Click IDs

Key Takeaways

1. ScCid alone is insufficient - GA4 needs UTM parameters for attribution
2. Both tracking systems work together - ScCid for Snapchat, UTMs for GA4
3. Use Snapchat's macro parameters - {"{"}{"{"}CAMPAIGN_NAME{"}"}{"}"}} auto-populates data
4. Standard social ad structure - utm_source=snapchat, utm_medium=paid_social
5. Never remove ScCid - essential for Snapchat Pixel and conversion tracking
6. Test thoroughly - verify tracking in both Snapchat Ads Manager and GA4
7. Leverage unique formats - track AR lenses and vertical video distinctly
8. Monitor regularly - ensure new campaigns include proper tracking

By implementing both Snapchat's ScCid and proper UTM parameters, you'll achieve complete campaign tracking across both Snapchat Ads Manager and Google Analytics 4. This enables comprehensive performance analysis, accurate ROI measurement, and data-driven optimization of your Snapchat advertising investments, particularly valuable given Snapchat's unique position reaching Gen Z and millennial audiences through innovative vertical video and augmented reality ad experiences.