2025’s Snapchat Analytics Guide

Snapchat Analytics for Small Businesses

Snapchat analytics provide small businesses with metrics that can offer insights into their Snapchat account’s performance. They offer data on a business’s target audience, engagement rates, content reach, and much more, enabling them to measure the effectiveness of their social media strategy.

Why are Snapchat Analytics Important?

Snapchat Analytics are important because they can help you understand how users interact with your content. Tracking various metrics can help you optimize your Snapchat campaigns, tailor content to your target audience, and, ultimately, achieve better results for your business.

Who Can Benefit From Snapchat Analytics?

Snapchat analytics can benefit a range of users — from small business owners to social media managers, marketers, and influencers. Anyone looking to gauge their performance and enhance their presence on Snapchat can use the insights these analytics provide to inform their strategies.

How to Set Up Snapchat Analytics

To get started, follow these easy steps:

1. Create a Snapchat account if you don’t already have one.
2. Upgrade your account to a Snapchat Business Account through the “Settings” menu.
3. Navigate to the “Business Settings” menu, and then select “Analytics” to access the platform’s analytics tools.
4. Link your business account to an ad account if you want to track advertising metrics.

Example:

Imagine you own a local bakery and you decide to use Snapchat to promote your brand. After creating a Snapchat account and posting regularly, you decide to upgrade to a Snapchat Business Account. To do this, you’d:

1. Open the Snapchat app, go to your profile, and tap on the ”Settings” gear icon.
2. Scroll down to the “Account Actions” section, and then select “Switch to Business Account.”
3. Follow the on-screen instructions to complete the setup.
4. Tap on “Analytics” under the “Business Settings” menu to start tracking your account’s performance.

Tips:

• Check analytics regularly. Make a habit of checking your analytics on a regular basis to monitor your account’s performance and spot any trends or changes in user behavior.
• Set goals. Know what you’re trying to achieve with your Snapchat presence — whether it’s increased brand awareness, engagement, or conversions — and use the analytics to measure your progress toward these goals.
• Understand the metrics. Familiarize yourself with the different metrics Snapchat provides (e.g., Story views, reach, and demographics) so you can better understand your target audience and content performance.
• Experiment. Don’t be afraid to experiment with different types of content to see what resonates most with your target audience, using analytics as feedback for your strategy.

How to Access Snapchat Analytics

Take these steps to access your analytics data:

1. Open the Snapchat app.
2. Go to your profile by tapping on your Bitmoji or the circle icon in the upper-left corner.
3. Tap on the ”Settings” gear icon to open the “Settings” menu.
4. Scroll down and select “Analytics” to view your performance data.

How to Navigate Snapchat Analytics

Next, follow these steps to view specific content performance metrics:

1. Open your Snapchat analytics account from the ”Settings” menu as described above.
2. Study the “Overview” tab for a summary of your account’s performance.
3. Click on different sections like “Story Views,” “Audience Insights,” or “Content” to dive deeper into metrics within each category.
4. Use the date range picker at the top to filter analytics by specific time periods.
5. Export data if you need to analyze it outside of Snapchat or present it to others.

Understanding how to interpret and act on these metrics is key to leveraging Snapchat as a powerful tool for your small business’s social media strategy.

Tools and Resources for Snapchat Analytics

You’ll find numerous resources that, although typically suited for broader social media strategies, are quite effective for analyzing Snapchat data. These resources can help bolster a marketer’s capability to evaluate, plan, and improve their Snapchat engagement.

Check out our related articles to learn about these tools:

• 5 Best Social Media Management Tools
• Best Social Media Content Distribution Software
• 5 Best AI Tools for Social Media Management
• Arrow.AI Review
• 7 Best Social Media Analytics Tools Reviewed

Each of these tools — even if not solely dedicated to Snapchat — can help you extract significant insights about user interactions and content performance on the Snapchat platform. 

Effective use of these analytics is essential for those aiming to develop a successful content approach, connect with a targeted audience, or expand their presence on Snapchat.

Snapchat Analytics Metrics

Snapchat analytics provides a variety of metrics to help businesses understand their audience and how they interact with content. These metrics fall into several different categories — each offering insights into different aspects of your Snapchat presence.

Reach Metrics

Reach metrics provide data on how many people have seen your content and how often.

Key metrics in this category include:

• Unique Viewers: This is the number of individual users who viewed your content.
• Story Views: This is the total views your Stories received.
• Snap Views: This is the number of times individual Snaps have been viewed.
• Profile Views: This is how often users visited your Snapchat profile.

Engagement Metrics

Engagement metrics measure how users interact with your content, giving you an indication of how compelling your Snaps are to them.

Key engagement metrics include:

• Opens: This is the number of times a user opened your Snaps.
• Swipes: This is how often users swipe away from your Snaps, indicating the level of interest.
• Snaps Sent: This is the number of Snaps you sent to your target audience.
• Snaps Received: This is the number of Snaps you received from your target audience.
• Replies: This is the number of responses to your Snaps — a direct engagement from viewers.
• Screenshots: This is the number of times users created a screenshot of your content, which can signify a high level of interest.

Demographic Metrics

Demographic metrics help you understand the characteristics of your audience, allowing for more targeted content creation.

This category includes four main metrics:

• Age: This is the age distribution of your viewers.
• Gender: This is the gender breakdown of your audience.
• Location: This geographical data shows where your viewers are based.
• Device: This tracks the types of devices your audience uses to view your content, which can inform how you optimize your Snaps.

Action Metrics

Action metrics track what users do after seeing your content, which can help you understand how well your calls to action perform.

Key action metrics include:

• Link Clicks: This is the number of times users click on links within your Snaps.
• Swipes Up: This is how often users swipe up on your Snaps, which usually leads to them taking a specific action like visiting a website.
• Augmented Reality (AR) Lenses Used: This is the frequency with which users interact with any AR lenses you create.
• Filters Applied: This is the number of times users apply your sponsored filters to their content.

Monetization Metrics

Monetization metrics are vital for tracking the return on investment (ROI) of your Snapchat marketing efforts.

Key monetization metrics include:

• Ad Impressions: This is the number of times users view your ads.
• Ad Clicks: This is how often users click on your ads.
• Purchase Conversions: This is the number of times users take a desired action, such as making a purchase after clicking on your ads.

By keeping an eye on these metrics, businesses can tailor their content for maximum impact as well as fine-tune their marketing strategies to ensure they target the right audience in the most effective way.

Using Snapchat Analytics for Different Purposes

Snapchat analytics can be a powerful tool for different aspects of your social media strategy. By understanding and using the data available, businesses can make more informed decisions that could lead to better performance on the platform.

Tracking Performance Over Time

Follow these steps to track your content’s performance on Snapchat:

1. Monitor key metrics (e.g., reach, engagement, and follower count) on a regular basis.
2. Compare performance statistics week-over-week or month-over-month to spot trends.
3. Analyze the data to identify periods of growth or decline and correlate these periods with specific content or events.

Example:

A clothing brand uses Snapchat to promote the launch of a summer collection. By comparing the performance of its Snaps before, during, and after the campaign, the brand can see a spike in engagement and reach during the campaign thus indicating its success.

Tips:

• Set a schedule. Regularly scheduled reviews (e.g., weekly, monthly, or quarterly) can help you keep track of performance without the data becoming overwhelming.
• Use visuals. Graphs and charts can make it easier to spot trends at a glance.
• Document changes. Keep a log of when you make changes to your content strategy or when external events occur to help explain fluctuations in your data.

Identifying Top-Performing Content

Snapchat analytics also can help you spot your best content when you take these steps:

1. Review which Snaps or Stories have the highest views, engagement, and watch completion rates.
2. Examine the characteristics of your top-performing content to understand what made it successful.
3. Replicate the elements of these successful Snaps in future content planning.

Example:

A local restaurant sees that its behind-the-scenes Stories, which feature how it makes its dishes, have higher engagement rates than other content types. It then decides to create more content like this.

Tips:

• Prioritize quality over quantity. Don’t just look at raw numbers; consider each piece of content’s engagement percentage and completion rate.
• Establish a feedback loop. Use audience feedback and replies as qualitative data to understand why certain pieces of content performed well.

Understanding Audience Demographics

Follow these steps to learn more about your target audience:

1. Access the “Demographic Metrics” menu in your Snapchat analytics account.
2. Segment your audience data to see which groups engage the most with your content.
3. Tailor your content and messaging to better suit the interests and behaviors of your key audience segments.

Example:

A gaming company notices a significant portion of its Snapchat audience falls into the 18 to 24 age range and lives in urban areas. It then starts to tailor its content to be more relevant to this demographic, including urban lifestyle elements.

Tips:

• Combine data points. Look at demographics in conjunction with engagement metrics to understand the full picture.
• Stay current. Audience demographics can change over time so update your strategy accordingly.

Measuring Campaign Effectiveness

Tracking your content’s performance involves these three steps:

1. Set clear, measurable goals for each Snapchat campaign.
2. Track relevant metrics, such as link clicks or swipes up, to determine if the campaign meets these goals.
3. Adjust your campaign tactics in real time based on analytics to improve performance.

Example:

An online retailer runs a Snapchat ad campaign with the goal of increasing website traffic. The company tracks link clicks and finds that adding a promo code to the Snap increases clicks significantly.

Tips:

• Conduct “A/B” testing. Run variations of your campaigns to see which performs better and why.
• Focus on key performance indicators (KPIs). Concentrate on the KPIs that align with your campaign goals.

Improving Your Snapchat Strategy

Take these steps to use Snapchat analytics to help refine your strategy for this platform: 

1. Gather all the analytics data and look for areas of improvement.
2. Brainstorm ways to enhance content creation, audience targeting, and user engagement.
3. Implement changes based on the analytics data and continue to monitor their impact over time.

Example:

A beauty brand discovers its tutorial videos perform well on weekends. The company then starts to schedule more tutorial content for Saturdays and Sundays, which leads to higher engagement.

Tips:

• Iterate often. Treat your strategy as a work in progress; use data to refine it on a regular basis.
• Engage directly. Use the insights you gather to inform how you interact with your audience, not just how you post content.

By systematically analyzing Snapchat analytics, businesses can make data-driven decisions that’ll optimize their Snapchat presence and, ultimately, contribute to achieving their broader marketing objectives.