Webinar Summary

In this hands-on lab, Alexander Cardwell, Director of Product Marketing at Supermetrics, and Talia, who leads ad tech partnerships for Europe at Snapchat, showed how AI changes the way you report on and manage Snapchat Ads. Alex built a working reporting and campaign management setup live, in about 30 minutes, then showed the same workflow in an AI assistant.

Why Snapchat, and why now

  • Reach: Snapchat reaches nearly 1 billion people a month, including 75% of 13 to 34 year olds in more than 25 countries. About 80% of Snapchatters are 18 or older, and nearly one in four is 35 or older.
  • Incremental audience: in UK data from GWI, 50% of Snapchatters aren't on YouTube daily, 33% aren't on TikTok daily and 82% aren't on Pinterest daily. That makes Snapchat a way to add reach to a media plan rather than duplicate it.
  • Formats: vertical video Snap Ads, dynamic ads, AR lenses and filters, and Sponsored Snaps, which place ads in the chat and have just launched in Europe. Early results show up to 22% higher conversions and up to 19% lower cost per action.
  • Smart Solutions: Snapchat's modular AI tools cover targeting, budgets, optimization, creative and placements, so you choose which ones to use. Snapchat's tools help optimize delivery, while Supermetrics adds an agentic layer for launching and managing campaigns.

How the Supermetrics setup works

Three things sit behind everything shown: your connected data (here, Snapchat Ads), the Supermetrics MCP (an API built for an LLM to interpret), and your business context. The context is stored in the MCP itself, so rules like "only report on the US region" or "show spend in euros" apply every time, in every tool. Supermetrics Studio and AI assistants such as Claude or ChatGPT all run on the same MCP.

The live build in Supermetrics Studio

Alex built a Snapchat Ads board (Studio calls them boards, not dashboards) from plain-language prompts, using demo data. Each prompt added a new view:

  • Executive overview: KPI scorecards for spend, impressions, swipes, swipe-up rate, cost per swipe and purchases against the previous 30 days, a daily spend and swipes chart, a campaign table and a date range tool.
  • Creative analysis: ad thumbnails with performance, top performers highlighted, and creatives with falling swipe-up rates flagged with a next step.
  • Optimization and attribution: optimization goal, placement, spend and cost per purchase for each ad set, with purchases split into swipe and view, using Snapchat's 7-day swipe and 0-day view window.
  • AI summary and chatbot: a performance summary on each tab for stakeholders short on time, and an embedded chatbot so colleagues can ask why something happened without going to the performance marketer.
  • Budget pacing: daily spend over the last seven days against budget, with campaigns flagged as overspending above 110% and underspending below 70%.
  • Campaign management: buttons to change ad set budgets and pause or enable campaigns, plus a suggested changes panel with budget trims, pauses for wasteful ad sets and up to two new campaigns based on your best ad sets and creatives.

Every change shows the current and new value for you to confirm before anything is sent. Alex approved a suggested campaign, sent it to Snapchat Ads Manager and showed it arriving there. New campaigns always land paused, so nothing spends until you switch it on in Snapchat.

The same workflow in an AI assistant

Alex then repeated it in Claude with the Supermetrics connector. He asked which ad sets were pacing over or under budget, how cost per swipe changed week on week and which campaign drove it, then asked Claude to create a campaign. Claude asked which ad account to use, plus the objective and daily budget, and created the campaign as paused. Because the Supermetrics MCP handles both reading data and writing changes back, the assistant can go from analysis to action.

Studio or an AI assistant?

An AI assistant suits one-off questions and digging deeper in conversation. Studio suits reporting you return to daily or weekly and share with others. Boards stay live without anyone re-running a prompt, and refreshing them doesn't use AI tokens or Super AI credits. They can also be limited to the ad accounts each viewer is authorized to see, which helps agencies reuse one board across clients. Many advanced users start in their assistant and send the result to Studio.

From the audience polls and Q&A

  • Most attendees had tested Snapchat or were considering it, and a majority already use AI to write copy, with fewer using it for analysis or campaign changes.
  • Daily was the most common answer for how often people check budget pacing.
  • On creative refreshes, Talia advised against cutting the learning phase short. Test many creatives, but give each enough time to gather learnings before you change it.
  • On AI making changes, opinion was split. Talia noted early hesitation about full write actions and that approving each change first is what makes people comfortable.

Offer for new Snapchat advertisers. Snapchat is offering new Snapchat customers who already work with Supermetrics up to 100K in ad credits. It applies to advertisers who haven't spent with Snapchat in the last 12 months. Existing Snapchat advertisers can talk to their Snapchat sales team about scaling campaigns.

Key takeaway: connect your Snapchat data once, and you can build a live board, ask questions in plain language and send approved changes straight to Snapchat Ads Manager, with a person approving every step.