Overview
If you're advertising on Snapchat, Sonar Optimize connects Triple Whale directly to Snapchat, sending enriched, first-party data about your customers so Snapchat can optimize your campaigns more effectively. Running Sonar Optimize alongside your Snap Pixel gives Snapchat a fuller picture of who's visiting your site and converting, which typically means better ad targeting, more accurate reporting inside Snapchat Ads Manager, and improved campaign performance overall.
How Sonar Optimize Works
Your Triple Pixel already tracks every visit, interaction, and conversion on your site, and recognizes returning visitors. Sonar Optimize takes those events and enriches them with extra first-party data from your other connected sources, like Shopify, BigCommerce [Beta], or WooCommerce [Beta], before sending them to Snapchat.
If Snapchat's own pixel already picked up an event, Sonar Optimize tags its version so Snapchat knows it's the same event. This way, Snapchat combines both versions into one complete record instead of counting it twice.
Using a headless storefront, BigCommerce, or WooCommerce?
These setups need a developer to implement Sonar Optimize. See:
Setting up Sonar Optimize
Setting up Sonar Optimize is a two-part process: connecting your Snapchat account, then configuring how data flows into it.
Before you connect
Log into Snapchat. If you're logged into your Snapchat Ads Manager account in the same browser, you'll skip the login screen during setup.
Install the Snapchat Ads app (for Shopify businesses). Shopify doesn't auto-detect a Snap Pixel, so before connecting Sonar Optimize, install and connect Shopify's native Snapchat Ads app:
In Shopify Admin, go to Settings → Customer events
Click Explore pixel apps (top right)
Find Snapchat Ads (by Snap Inc.) and click Install
Confirm the permissions modal and click Install
On the Snapchat Ads app's Settings tab, click Connect next to Snapchat Account
In the Snapchat popup: select your Business Manager account, then your Ad Account, then your Pixel (or create a new one), accept the Conversion/Catalog Terms, and click Continue
Authorize access on the Snapchat login screen, then click Continue through "Authorization Successful"
Once connected, you'll see your linked Organization, Ad Account, and Pixel confirmed on the app page — that's the Snap Pixel Sonar Optimize will enrich alongside.
If you're already sending server-side events to Snapchat from another tool, turn that one off before connecting Sonar Optimize.
Connecting your account
Go to Data → Sonar Enrichment
Click the Integrations tab
Same Web Pixel Extension / Theme App Embed check applies here (platform-agnostic Pixel requirement).
In the Sonar Optimize section, find Snapchat and click Connect
In the Connect Snapchat Ads modal ("You are being redirected to Snapchat Ads to connect your account..."), confirm to continue
On Snapchat's authorization screen, review the requested permissions — your User ID, your name and email on Ads Manager, and your Ads Manager Organization — and click Continue
On the "Authorization Successful" screen, click Continue to return to Triple Whale
Back on the Integrations tab, Snapchat's status updates from Connect to a green checkmark labeled Set Up.
Setting up your Snapchat CAPI configuration
Once your Snapchat account is connected, return to the Sonar Overview page to configure how data flows through the integration.
Two navigation paths to the Sonar Overview page:
Marketing Acquisition → Sonar Optimize: Ad Enrichment
Data → Sonar Enrichment → Integrations
Two navigation paths to the Sonar Overview page
Once you reach the Sonar Overview page, find Snapchat in the Sonar Optimize section.
What you see depends on where you left off:
If this is your first time configuring Snapchat enrichment, click Set Up to open the setup wizard.
If you've already completed the wizard once, the card shows a View button instead — click it to skip the wizard and go directly to your Snapchat dashboard for review and edits.
Click Save and Continue to start the setup wizard (or Read Self-Setup Guide for a linked walkthrough). The wizard has four steps:
Wizard step 1: Connect to Snapchat
Confirm your Snapchat connection.
Choose your Snapchat Pixel Destination from the dropdown.
Confirm Enable Triple Pixel Theme App Embed shows Enabled. This option is required.
Confirm Enable the Triple Pixel Web Pixel Extension shows Enabled. This option is recommended.
If you use a headless Shopify storefront, open the linked instructions and update your Triple Pixel snippet before continuing.
Click Save and Continue.
Wizard step 2: Send events for enrichment
Choose which standard events to send to Snapchat:
Page View
View Content
Search
Add to Cart
Initiate Checkout
Add Payment Info
Purchase
Signup
Attribution Passback
Review each event. All nine are on by default.
Turn off any events you don't want to send.
Click Save and Continue.
Wizard step 3: Attribution Settings
Turn on Attribution Metadata.
Choose your Attribution Model: Triple Attribution, Linear All, Linear Paid, First Click, or Last Click.
Choose your Time Window: 1 Day, 7 Days, 14 Days, 28 Days, or Lifetime.
Not sure which model to use? Click "Which model is right for me?" for a breakdown of each.
Click Save and Continue.
Wizard step 4: Exclude events for enrichment
Under Exclude recurring subscription purchases, add your recurring subscription order tag if applicable.
Under Exclude purchases by order tag, add any other order tags you want to exclude.
Review or add any sales channels you don't want counted (like draft orders or POS).
Click Done.
A confirmation window displays: "Your Snapchat configuration is now complete." Click Done to land on your Snapchat delivery dashboard.
Reviewing and updating your configuration
Return anytime via Data → Sonar Enrichment → Integrations tab → Snapchat row → View, or Marketing Acquisition → Sonar Optimize: Ad Enrichment → Snapchat card → View.
Your Snapchat dashboard has two tabs: Delivery Overview and Integration Settings. Use Integration Settings to update the choices you made during setup — your standard events, attribution settings, and exclusions.
Delivery overview
The Delivery Overview tab is what you'll see first when you open your Snapchat dashboard. It shows:
Key Metrics — a snapshot of Snapchat's impact on your marketing performance, including your Conversion Accuracy score.
Monitoring Events and Flows — a summary of the enriched events Triple Whale is sending to Snapchat.
Event logs — a table of individual events, so you can confirm they're delivering successfully.
Finding your data in Snapchat
Open your Snapchat Ads Manager
Find your connected Pixel
Review your incoming events and your Event Match Quality score
Drill into individual events for deduplication and sample data
What to expect
Once Sonar Optimize is running, most accounts see lower cost per acquisition (CPA), stronger return on ad spend (ROAS), and Snapchat reporting that lines up more closely with what you see in Triple Whale. Track this over time on the Pixel attribution dashboard.
Troubleshooting
My Pixel isn't showing up when I try to connect
Make sure your Snapchat account has access to the pixel, then disconnect, reconnect, and select it again.
I'm seeing a "reconnect required" warning on my Snapchat integration
Snapchat can occasionally revoke a permission Sonar Optimize needs. When that happens, you'll see a reconnect prompt on your integration — click through it to re-authorize and restore delivery.
Want to exclude certain forms from being tracked?
Same as every platform: add data-triple-pixel-exclusion="true" to any form field you want left out of Conversions API delivery.
I'm seeing a Conversion API conflict warning
If another tool — or Snapchat's own integration — is also sending server-side events to the same pixel, you may see a conflict warning. Turn off any other Conversions API integration pointed at the same Snapchat pixel before running Sonar Optimize. Confirm whether Snapchat offers a data-sharing level control (similar to Meta's "Conservative" mode) before publishing this answer.
FAQ
What events does Sonar Optimize send to Snapchat?
Nine standard events, all on by default: Page View, View Content, Search, Add to Cart, Initiate Checkout, Add Payment Info, Purchase, Signup, and Attribution Passback. There's no separate custom-event mapping step for Snapchat — this list is complete.
I already use another tool that sends data to Snapchat. Should I still turn on Sonar Optimize?
We don't recommend having two services send server-side events to the same Snapchat pixel — Snapchat may see duplicate or conflicting data. Turn the other tool off before connecting Sonar Optimize.
How is this different from Snapchat's built-in Shopify integration?
The native Snapchat Ads app you install through Shopify's Customer events settings connects your Snap Pixel for browser-side tracking. Sonar Optimize works alongside that same pixel, adding server-side, first-party-enriched events through Snapchat's Conversions API — it extends your existing pixel's coverage rather than replacing it. Confirm this framing with the Sonar team before publishing.
Do I still need my Snap Pixel if I turn on Sonar Optimize?
Yes. Sonar Optimize enriches the events your Snap Pixel already captures — it doesn't replace it. Keep the Snapchat Ads app installed and connected in Shopify.