Adweek: Snapchat Is Doling Out Free Stats to Brands on How Many Users Visit Their Locations

A recent Adweek article outlined new Snapchat features that could help brands reach wider audiences and better gauge foot traffic in store. The enhancements are a part of Snapchat's focus on differentiating itself from other social media sites through location-based analytics. 

The app's Snap to Store feature, which launched in August, tracks users who view an ad, then take action and visit the store featured in the ad. The feature is now available to all brands, whether they buy advertising or not and allows brands to view visitation metrics and demographics. 

Snap to Store is just part of the some of the new updates available to brands. Another new feature is location categories, which allows brands to target ads to 150 specific locations, such as beaches and coffee shops. Radius targeting is also part of the update--this allows brands to pinpoint addresses or latitude-longitude coordinates and place ads in that area.

Max Maxwell, director of revenue product of audience and location at Snapchat shared, the ideas are to “give marketers visibility into the scale of audiences who use Snapchat near their venues every day." He added that foot traffic stats provide marketers with “a sense of which day’s traffic is highest, what hours of the day are most relevant that are agnostic of any campaign that they may be running at that moment.”

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Photo courtesy of Snapchat.