Snapchat tests Omnichannel Optimization across web and app

What changed

A business operating both a website and an app should first decide how it will recognise success across them. Our recommendation is to use a consistent business record for the evaluation and define how customers and orders will be counted. A simpler campaign structure does not remove the need to understand how the two purchase journeys contribute to the same commercial outcome.

Consider a shopper who discovers a product on the website and completes the purchase in the app. The team may see activity in both environments, but should not celebrate it as two independently acquired customers. Before testing, examine how the available reports describe such journeys and decide which record will resolve disagreements. This is an illustrative measurement question, not a claim about a specific deduplication feature in the alpha.

Web and app experiences can also differ in pricing, stock, checkout or promotions. If those differences change during a test, they may influence where purchases happen. Record the relevant conditions so that a shift toward one environment is not automatically attributed to the new optimization approach. The commercial result may improve while the channel split changes, or the reverse.

Why it matters for advertisers

Alpha availability calls for a clear test objective and an agreed review point. Evaluate total business outcomes as well as the distribution between web and app, and keep enough reporting detail to explain material changes. The purpose is to learn whether the approach serves this advertiser's customer journey. It is premature to treat a combined campaign as a proven replacement for every existing setup.