Snapchat's Conversions API is structurally similar to Meta's, which makes it easy to set up if you already have Meta CAPI working. The three meaningful differences are the auth model, the field naming, and the dedup mechanism.

Difference 1: auth uses long-lived tokens

Snapchat does not use OAuth refresh flows for the Conversions API. You generate a long-lived token in Ads Manager (Pixel settings > Conversions API > Generate Token) and use it forever, or until you rotate it manually.

Store the token securely. Anyone with the token can submit events to your pixel.

Difference 2: field naming follows snake_case

Difference 3: dedup uses client_dedup_id

Snapchat looks for a field called client_dedup_id to dedupe Pixel and CAPI events. Same value across both sides, same logic as Meta\'s event_id, just a different field name.

In sGTM

Add the Snapchat Conversions API tag template (search "Snapchat" in the template gallery). Configure: Pixel ID, access token, optional test event ID. Map fields per the table above.

For events: Snapchat uses a fixed list of event names (PURCHASE, SIGN_UP, ADD_CART, PAGE_VIEW, etc.). Map your internal event names to these. Custom event names are accepted but cannot be optimised against.

Verify in Snapchat Events Manager

Snapchat Ads Manager > Events Manager > Test Events. Generate a test event ID, fire a real conversion with that ID set in the request, watch for it to appear within 30-60 seconds.

If it does not appear, the most common cause is the access token: 401 errors are returned with a generic message and the token is the first thing to verify. Generate a fresh one and retry.

Match quality

Snapchat reports match quality on a similar scale to Meta. The drivers are the same: well-normalised email and phone, sc_click_id when available, advanced matching parameters when you have them. The Meta advanced matching guide applies almost identically to Snapchat.