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Snap Pixel

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Snap Pixel is the JavaScript advertising tag from Snap Inc. that allows European advertisers to measure conversions from Snapchat campaigns, build retargeting audiences and run Lookalike audience expansion. The pixel drops third party cookies on the visitor browser and supports the server side Snap Conversions API.

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Overview

What does Snap Pixel do?

What is Snap Pixel

Snap Pixel is the JavaScript advertising tag from Snap Inc. (operator of Snapchat). European advertisers deploy the pixel on their website to measure ad conversions from Snapchat campaigns, build custom and Lookalike audiences and run retargeting. The Snap Conversions API also offers a server side ingestion path that complements the browser pixel.

Cookies and tracking technologies

The Snap Pixel script (sc-static.net/scevent.min.js) sets the sc_at cookie under the advertiser domain to attribute conversions, plus third party cookies on sc-static.net and snapchat.com (X-SS-Visitor, sc_x). The pixel also sends events to tr.snapchat.com. The Snap Conversions API runs server side and can supplement or replace the browser pixel.

GDPR and ePrivacy implications

Snap Pixel performs cross site behavioural profiling for advertising, which is non strictly necessary under Article 5(3) ePrivacy. Snap Inc. acts as a joint controller with the advertiser under Article 26 GDPR for audience and conversion measurement. The CNIL, the DSK, the AEPD and the Garante require prior explicit consent for the pixel.

Consent requirements

Prior, freely given, specific, informed and unambiguous consent is required before the Snap Pixel fires. Snap supports the IAB Transparency and Consent Framework v2.2 and a dedicated Snapchat Consent Mode that downgrades pixel events to a privacy preserving mode when consent is denied. A consent management platform should signal the consent state before any event is sent.

Data transfers outside the EEA

Snap Inc. processes pixel events on Google Cloud and AWS US regions. Snap Inc. self certifies under the EU US Data Privacy Framework, providing an adequacy basis. Standard Contractual Clauses are included in the Snap DPA. Document the transfer in your record of processing activities and inform visitors in the privacy notice.

Practical compliance steps

Sign the Snap DPA and Article 26 joint controller arrangement, register a TCF certified consent management platform, gate the Snap Pixel behind the consent string, prefer the Conversions API with hashed identifiers, document the US transfer under the EU US Data Privacy Framework and apply additional safeguards if you target minors aged 13 to 24.

Compliance

Snap Pixel and the GDPR

Snap Pixel is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent under Article 6(1)(a) GDPR and Article 5(3) ePrivacy is required because the Snap Pixel drops cross site advertising cookies (sc_at, X-SS-Visitor) before any visitor interaction. IAB TCF v2.2 and the Snapchat Consent Mode signal are supported.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, EU US Data Privacy Framework, IAB Transparency and Consent Framework, Digital Services Act, national cookie laws (TTDSG, LCEN, LSSI)

Impact assessment (DPIA)

A DPIA is recommended whenever Snap Pixel is used at scale for behavioural retargeting, Lookalike audience extension or campaigns targeting minors. Snapchat audience targeting interacts with sensitive demographics (age 13 to 24) which raises additional Article 8 GDPR considerations on consent of children.

Sample text for your banner

We use Snap Pixel and the Snap Conversions API to measure conversions from our Snapchat ad campaigns and build retargeting audiences. Snap Inc. (United States) drops the sc_at cookie on your browser to attribute conversions and build audiences. The Snap Pixel is loaded only with your consent.
Cookies and trackers

What Snap Pixel sets and contacts

Tracking method
JavaScript pixel (sc-static.net/scevent.min.js) and server side Conversions API that drops third party cookies for ad measurement, retargeting and audience extension on the Snapchat ad network
Server location
Snap Inc. on Google Cloud Platform and Amazon Web Services with primary regions in the United States
Data transferred outside the EU
Snap Inc. is established in the United States and processes pixel events on Google Cloud and AWS US regions. Snap Inc. self certifies under the EU US Data Privacy Framework. Standard Contractual Clauses are included in the Snap Inc. Data Processing Addendum for any non DPF transfer.

Cookies set (3)

NameTypeDurationPurpose
sc_atfirst_party1 yearSnap Pixel first party advertiser cookie that stores the visitor authentication token used to attribute conversions back to a Snapchat ad click or view.
X-SS-Visitorthird_party1 yearSnapchat third party visitor identifier dropped on sc-static.net and snapchat.com. Used to recognise the visitor across publisher sites running the Snap Pixel.
sc_xthird_party1 yearSnapchat third party identifier used for audience extension and cross device matching across the Snap advertising network.

Third-party domains contacted (4)

  • sc-static.net
  • tr.snapchat.com
  • snapchat.com
  • business.snapchat.com
Questions

Frequently asked questions about Snap Pixel

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Which cookies does the Snap Pixel set?

The Snap Pixel sets sc_at (first party, advertiser domain, 1 year, conversion attribution) and reads or writes third party cookies on sc-static.net and snapchat.com (X-SS-Visitor, sc_x) for cross site identification.

Does Snap Pixel require user consent?

Yes. The Snap Pixel is a cross site behavioural advertising technology. Prior, freely given, specific, informed and unambiguous consent under Article 5(3) ePrivacy and Article 6(1)(a) GDPR is required before it executes.

What legal basis applies to Snap Pixel?

Consent under Article 6(1)(a) GDPR is the only lawful basis. Snap Inc. acts as a joint controller with the advertiser under Article 26 GDPR for audience and conversion measurement, requiring an Article 26 arrangement.

Does Snap Pixel transfer data to the United States?

Yes. Snap Inc. processes data on Google Cloud and AWS US regions. Snap Inc. self certifies under the EU US Data Privacy Framework. Standard Contractual Clauses are also included in the Snap DPA.

Is a DPIA required for Snap Pixel?

A DPIA is recommended at scale, especially when targeting minors (Snapchat skews young), running Lookalike audiences or combining the pixel with offline conversion uploads. Document Article 8 GDPR considerations for users under 16 in the EU.

How do I implement Snap Pixel compliantly?

Sign the Snap DPA, conclude the Article 26 joint controller arrangement, register a TCF certified consent management platform, gate the pixel behind the consent string, prefer the Conversions API with hashed identifiers, label minors targeting clearly and document the US transfer.

Are there alternatives to Snap Pixel?

Alternatives include server side conversions via the Snap Conversions API (privacy improving), and contextual networks that avoid cross site profiling such as Seedtag, Audion or programmatic guaranteed deals with EU publishers. For audience targeting, first party CRM activation is a privacy friendlier path.

How do I update my cookie policy for Snap Pixel?

Add a Snap Pixel section in the advertising category listing sc_at and the third party cookies dropped on sc-static.net and snapchat.com. Disclose joint controllership with Snap Inc., the US transfer and the EU US Data Privacy Framework certification, and link to the Snap privacy policy.

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