Snap Standard Event Names
You have events marked as standard in the Snap Pixel that do not match Snap's canonical list (PAGE_VIEW, VIEW_CONTENT, SEARCH, ADD_CART, ADD_BILLING, ADD_TO_WISHLIST, START_CHECKOUT, PURCHASE, SIGN_UP, SUBSCRIBE). Snap will not treat these as standard for objective selection, audience templates, or dynamic product ads. They behave as custom events even though they are flagged as standard.
Why It Matters
Snap maintains a fixed list of standard event names. These names unlock specific Ads Manager features: the Conversions objective dropdown lists them by default, dynamic product ads require VIEW_CONTENT and PURCHASE with specific `item_ids`, value-based bidding expects `price` on PURCHASE, and audience templates assume the standard names. When a team installs a Snap event using a near-match like `Purchase` instead of `PURCHASE`, or `Checkout` instead of `START_CHECKOUT`, Snap stores it as a custom event with a string name. It will still appear in Events Manager and you can still optimise against it as a custom conversion, but you lose the templated audience definitions, the dynamic product ad integration, and the default placement in the objective UI. The migration cost is real. Once a campaign has been optimising against the wrong-name event for weeks, switching to the canonical name resets the learning phase on every campaign that depended on it. Better to instrument the canonical name from day one. The usual cause is a developer who paraphrased the event name from memory or from a third-party blog post that used inconsistent casing.
How To Fix It
- Open Snapchat's standard events documentation and copy the exact canonical names.
- Audit every `snaptr('track', ...)` call in GTM, hardcoded snippets, and commerce integrations.
- Replace non-canonical strings with the canonical ones. Pay attention to case (all caps) and separators (underscores, not spaces or dashes).
- Deploy and verify each event reappears in Events Manager under the canonical name.
- Where a campaign was optimising against a non-canonical name, plan for the optimisation reset and switch the campaign to the new canonical event when volume is sufficient.
Example
Wrong: snaptr('track', 'Purchase') / snaptr('track', 'Add to Cart')
Right: snaptr('track', 'PURCHASE') / snaptr('track', 'ADD_CART')Your Snap Pixel has events flagged as standard that do not match the canonical Snap standard event names. Per Snapchat's standard events documentation, Snap recognises a fixed list (PAGE_VIEW, VIEW_CONTENT, SEARCH, ADD_CART, ADD_BILLING, ADD_TO_WISHLIST, START_CHECKOUT, PURCHASE, SIGN_UP, SUBSCRIBE) and only these names unlock the Conversions objective default dropdown, dynamic product ads, value-based bidding, and templated audience definitions. Near-match names such as `Purchase` or `AddToCart` are stored as custom events and lose those features even when the underlying business action is identical. Fix: copy the canonical names from the standard events documentation, replace non-canonical strings in every `snaptr('track', ...)` call, and plan for the optimisation reset on any campaign that depended on the old name. Source: businesshelp.snapchat.com/s/article/standard-events.
Drop this paragraph into your client deliverable. Sources back to the canonical platform documentation linked below.
References
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