Google Analytics Audit Test #

99

Snapchat Attribution for All 'ScCid'

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether sessions that include Snapchat’s click ID (scCid) are being correctly attributed to Snapchat Ads in Google Analytics.

Snapchat appends scCid to ad destination URLs, but Google Analytics does not automatically interpret this parameter, which often results in misattribution such as:

  • Traffic showing as direct or referral
  • Conversion paths missing Snapchat as a source
  • Poor channel performance visibility in Google Analytics reports
  • ROAS and CAC data misaligned between Snapchat and Google Analytics

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How to Conduct This Test

Basic Tests

  • In Google Analytics > Explore, create a Free-form report:
    • Dimensions: Landing page + query string, Session source/medium
    • Filter for landing pages containing scCid=
    • Check if those sessions are showing as snapchat / cpc or snapchat / paid_social

Advanced QA

  • In BigQuery, run this query:
    SELECT session_source, session_medium, page_location
    FROM `your_dataset.events_*`
    WHERE page_location LIKE '%scCid%'
    ORDER BY session_source, session_medium;
  • If sessions with scCid are showing as “direct” or “unassigned,” Snapchat Ads are not being properly attributed in Google Analytics.

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Or hire a pro to fix your Snapchat attribution and campaign tracking setup.

How To Fix

  • Use manual UTM tagging in Snapchat Ads Manager:
    • utm_source=snapchat
    • utm_medium=cpc
    • utm_campaign=your_campaign_name
  • Create a Custom Channel Grouping in GA4 to recognize scCid:
    • Rule: If page_location contains scCid=, assign source as snapchat, medium as cpc, and channel as “Paid Social”
  • Ensure landing pages and redirects preserve the scCid and UTM parameters
  • Optionally, store the scCid in a first-party cookie or localStorage to associate it with backend conversions for offline uploads
  • Hire a pro to ensure Snapchat traffic attribution is clean and complete—so every swipe up is reflected in your reporting.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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