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Snapchat launching ad feature to track sales conversions

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Snapchat is launching Snap Pixel, a feature that will allow advertisers to drop pixels (the code that tracks people when they engage with an ad) on ads so they can better determine how those ads lead to sales or other marketing goals on and off Snapchat's platform.

By the end of the year, the feature will also allow marketers to create custom audiences based on the actions they can track, similar to the capabilities offered by Google, Facebook, Instagram, etc. (For example, you could create a custom list of people to target that have bought something after being exposed to a certain ad.)

Why it matters: It's big win for performance marketers who need to track and measure how ads on Snapchat lead to direct responses — like completing an online sale — when they travel with consumers online. It will also allow Snapchat to compete with bigger tech companies for performance marketing campaigns.