Snap Pixel captures the event on the landing page, but does not see that the same user became a lead 30 days later and closed as a customer 60 days after that. The Snapchat ad account shows CPL and ROAS based on last click - with no connection to real deals in the CRM. Prooflytics closes this gap through first-party tracking: the sc_click_id from the Snapchat click is linked to the lead in CRM and attributed to the closed deal.
Snapchat Ads is growing as a B2B channel for tech and SaaS companies targeting younger audiences (18-34). According to Snap Inc., the platform reaches more than 850 million monthly users. The B2B attribution problem here is the same as with all visual/social channels: the pixel captures a page event, but does not see that the same user became a lead 45 days later and closed as a customer. The ad account shows CPL on last click - with no connection to the CRM funnel. This means budget decisions are made on incomplete data.
This article breaks down the integration architecture of Prooflytics + Snapchat Ads: how sc_click_id works, why Snap Pixel is insufficient for B2B, and how to configure the link between a click and a closed deal.
Why Snap Pixel does not work for B2B attribution
Snap Pixel is a JavaScript snippet on your site that captures events: PAGE_VIEW, SIGN_UP, PURCHASE. It is a standard client-side pixel that runs in the browser.
For B2B attribution it has structural limitations:
Attribution window is limited. By default, Snapchat attributes conversions within a window of 1 day (post-click) to 28 days. In B2B, the deal cycle often spans 60-90 days. A click on a Snapchat ad in February and a deal close in April - the native pixel will not connect them.
No deal data. The pixel can pass a “form submitted” event (LEAD). It does not know that this lead passed qualification, received a proposal, and signed a contract. Data on lead quality exists only in the CRM.
iOS 14+ and ad blockers. Like all client-side pixels, Snap Pixel loses up to 30-40% of events on iOS devices due to AppTrackingTransparency and ad blockers. In a B2B audience where iPhone is widely used, this is a meaningful loss.
No cross-session identification. If a user clicked the ad on their phone but filled out the form on their work computer - the Pixel does not link those sessions. In B2B, where buyers use different devices, this is a typical scenario.
How Prooflytics connects a Snapchat click to a CRM deal
sc_click_id - the base Snapchat parameter
When a user clicks a Snapchat ad, Snap automatically appends the parameter ScCid (Snapchat Click ID) to the URL. This parameter is unique per click and allows attributing a conversion to a specific ad campaign and creative.
Example URL after a click:
https://yoursite.com/lp?ScCid=AbCdEfGhIjKlMnOp&utm_source=snapchat&utm_campaign=b2b_q2Prooflytics reads this parameter on the first visit and stores it in a first-party cookie under your domain. This is the key point: the data is stored with you, not at Snapchat.
Snapchat Conversions API (CAPI)
Snapchat CAPI is a server-side interface for sending conversion events directly from your server to Snapchat’s servers. Unlike the Pixel, it does not depend on the browser, is not blocked by ad blockers, and works through iOS 14.
When a lead closes as a deal in the CRM, Prooflytics sends a conversion event to Snapchat via CAPI with a reference to the original sc_click_id. Snapchat can then attribute the deal to the right campaign and creative.
First-party server-side tracking
The Prooflytics architecture operates on three levels:
- Click capture - when the Snapchat ad is clicked,
ScCidis stored in a first-party cookie on your domain. - Lead association - when a visitor submits a form, the cookie with
ScCidis passed along with the form data into the CRM record. - Deal closure link - when a deal closes in the CRM, Prooflytics takes the stored
ScCidand sends the event via CAPI to Snapchat, while also updating attribution data in its dashboard.
Integration architecture
Snap Ad Click
|
| ScCid appended to URL
v
Landing Page
|
| Prooflytics JS reads ScCid, UTM
| Stores in first-party cookie
v
Lead Form Submit
|
| ScCid + email + UTM -> CRM
v
CRM (HubSpot / Kommo)
|
| Deal created from Lead
| ScCid stored in custom field
v
Deal Stage Changes
|
| Prooflytics webhook on Won/Lost
v
Prooflytics Dashboard Snapchat CAPI
(cost per deal, (attribution for
pipeline by channel) campaign optimization)Step-by-step setup
Step 1 - Connect Snapchat Ads to Prooflytics
In Prooflytics -> Integrations -> Snapchat Ads: authorize via Snap Marketing API. Prooflytics gains access to campaign data (spend, clicks, impressions) to calculate cost per deal.
Step 2 - Install the Prooflytics tracking script
A single JS snippet on all pages of the site (can be added via GTM). The script automatically reads ScCid and all UTM parameters, storing them in a first-party cookie for 90 days.
// Prooflytics automatically reads ScCid when present in the URL
// No additional configuration requiredStep 3 - Pass ScCid on form submission
Prooflytics provides a helper function that adds a hidden field with sc_click_id to your form:
Prooflytics.appendToForm('contact-form');
// Adds hidden fields: pl_sc_click_id, pl_utm_source, etc.On submit, the form passes these values to the CRM via a standard webhook or API.
Step 4 - Custom field in CRM
In HubSpot or Kommo, a custom field pl_sc_click_id is created on the Contact and Lead/Deal object. Prooflytics writes the value into it when the contact is created.
Step 5 - Webhook on deal close
When a deal closes (Won), the CRM sends a webhook to Prooflytics with deal data. Prooflytics:
- Updates the dashboard: adds the deal to the attribution report
- Sends an event to Snapchat CAPI with the
sc_click_idof the original click
Step 6 - Configure Snapchat CAPI
In Snap Business Manager -> Events Manager -> Conversions API: Prooflytics authorizes as a CAPI partner. After that, events about closed deals are automatically passed to Snap for campaign optimization.
Real case: B2B tech company, Snapchat -> leads -> deals
EU B2B tech company, product for development teams, average deal size EUR 8,000, deal cycle 45-60 days. Target audience: engineering managers and CTOs, aged 28-38.
Situation before Prooflytics: Snapchat campaigns showed CPL of EUR 85. Based on this metric the channel looked attractive. Budget was split roughly evenly across three campaigns.
After connecting Prooflytics (data over 90 days):
- Campaign A: 45 leads, CPL EUR 78, 3 closed deals, cost per deal EUR 1,170
- Campaign B: 38 leads, CPL EUR 92, 8 closed deals, cost per deal EUR 437
- Campaign C: 52 leads, CPL EUR 65, 1 closed deal, cost per deal EUR 3,380
Campaign C generated the cheapest CPL, but the worst cost per deal - 7x worse than Campaign B. When optimizing by CPL, budget was flowing in the wrong direction.
After reallocating budget in favor of Campaign B: 60% growth in closed deals from Snapchat with the same total budget.
Frequently asked questions
Does Snapchat work for B2B? Isn’t it a platform for younger audiences?
Yes, with caveats. Snapchat reaches the 18-34 age group, and within that group there is a significant share of junior and mid-level professionals in tech, marketing, and media. For B2B products with a ticket under $500/month and an audience in these segments, Snapchat delivers results. For enterprise sales targeting C-level buyers over 40 - the platform is less suitable. A test with a small budget ($2,000-5,000) over 4-6 weeks will give an answer for your specific product.
How does Prooflytics handle cross-device attribution?
Prooflytics uses several signals for identification: sc_click_id from the cookie, hashed email on form submission, and IP address as a secondary signal. When a user clicks on their phone but fills out the form on their computer, Prooflytics attempts to link the sessions via email at registration. This is not 100% accuracy, but substantially better than pure cookie-based attribution.
Do you need Sales Navigator Advanced Plus or is the standard Snap Pixel enough?
For basic conversion tracking on your site, Snap Pixel is sufficient. For B2B attribution down to the closed deal, Prooflytics is required: Snap Pixel has no access to your CRM data and cannot know that a lead was closed. Conversions API (CAPI) is the technical mechanism to pass that data, but Snap itself cannot connect a CRM lead to the original click. Prooflytics is the intermediate layer that stores sc_click_id and passes it when the deal closes.
How does Prooflytics help optimize bids in Snapchat?
When you pass real deal events (not just leads) to Snapchat via CAPI, the Snap Ads algorithm receives a quality signal: which audiences and creatives lead to closed sales. This allows Snap to optimize delivery toward users who resemble your actual customers, not just those who fill out forms.
Does Prooflytics only work with Snapchat?
No. Prooflytics is a multi-channel attribution platform. The same first-party tracking logic works with Meta Ads (via fbclid), TikTok Ads (via ttclid), LinkedIn Ads (via li_fat_id), and other channels. If you are already using Prooflytics for TikTok Ads attribution down to the deal or Meta Ads, adding Snapchat is one more channel in the existing infrastructure, with no additional CRM integrations required.
Summary
Snap Pixel is a tool for e-commerce with a short purchase cycle. For B2B with a 30-90 day cycle, a different architecture is needed:
sc_click_idis stored on click and linked to the CRM record- Closed deal data is passed to Snapchat via CAPI
- Prooflytics gives real cost per deal instead of CPL
- Campaign optimization is built on deal data, not lead data
If you are testing Snapchat as a B2B channel or have already run campaigns without attribution down to the deal - describe your stack to the Exceltic.dev team. We will set up Prooflytics and connect CAPI to close the data loop on CRM.