About the data

Metrice is a searchable library of Snapchat ads shown in the European Union, grouped by the brand behind each ad. This page says where the data comes from, what the figures mean and what they do not show.

Where the data comes from

The EU Digital Services Act requires large online platforms to keep a public record of the ads they show. Snapchat’s record is its Ads Gallery. Metrice reads that public gallery. It uses no private data, no data from Snapchat users, and nothing from advertisers’ accounts.

What is in it

• The ads themselves: the image or video, and the text and button that go with it.
• Who paid for each ad, as Snapchat names them.
• The impressions Snapchat reports for each ad, in total and for each country.
• The date each ad started, as Snapchat reports it.

What “impressions” means

An impression figure is the number Snapchat reports for one ad in one country since the ad started. It is Snapchat’s own count. It is not what the advertiser spent, and it is not how many different people saw the ad.

How ads are grouped by brand

Snapchat lists ads by who paid for them. The payer is often an agency, a reseller or a billing company, so one brand’s ads can sit under several names. Metrice groups ads by the brand they advertise, using the website, app or Snapchat account each ad leads to. This grouping is Metrice’s own work. It can be wrong for a single advertiser.

Sectors are assigned per brand. A brand without a sector is left out of sector figures, and each figure says how much that leaves out.

How spend is estimated

Spend figures in Metrice are estimates. Snapchat reports how many impressions an ad had, never what it cost. Metrice multiplies the reported impressions by a price per 1,000 impressions that it chooses for each ad:

• The campaign’s likely goal. Read from the ad itself: its type, its button, where it leads and whether it shows a product catalogue. An ad bought for app installs or leads costs more per impression than one bought for awareness.
• Who can see it. In the European Union an ad that people under 18 can see cannot be aimed by interests or tuned towards a goal. Such an ad is priced as untargeted awareness, the cheapest kind.
• Its size. Large buys cost less per impression than small ones.
• The countries it ran in. Weighted by the ad’s impressions in each.
• Its devices. An ad shown on iPhones only costs more.

The price levels come from spend that Snapchat itself publishes for political and advocacy ads in Europe, and from its reported European revenue. They are averages. A single advertiser can pay several times more or less, depending on how it bids. That is why an ad’s page and an advertiser’s page show the price used, and let you change it. An advertiser’s figure is the sum of its ads’ estimates.

What the data does not show

• Spend. Snapchat does not publish what ads cost. Metrice’s spend figures are its own estimates (see above).
• Countries outside the gallery. The gallery covers the European Union and a few neighbouring markets that Snapchat includes, such as Türkiye. It has no ads for the United Kingdom, Norway or the United States.
• Ads that ended long ago. Snapchat keeps ads in the gallery for a limited time. Older months are undercounted.
• How long an ad ran. Metrice knows when an ad started and when it was last seen, not the day it stopped.

Corrections and removal

If a brand is grouped wrongly, a name is wrong, or you want something about you or your company removed, write to contact@metrice.io or use the contact form. We check every request.

Independence

Metrice is not affiliated with, endorsed by or sponsored by Snap Inc. Snapchat is a trademark of Snap Inc. The ads shown belong to their advertisers.

Articles based on this data are in Insights.