A lead collected through an ad on Snapchat can now immediately enter a sales list or pipeline that a company already manages in HubSpot. The two platforms introduced an integration on July 30 that eliminates the manual transfer of data between ads, marketing teams and sales.
Advertisers within Snapchat can create a native lead generation campaign and connect it to an existing HubSpot account without developing their own technical solution. Data entered into a Snapchat form is automatically transferred to the corresponding fields within the CRM, including contact lists and sales processes the company already uses.
This changes the part of the work that begins after a user clicks on an ad. Instead of exporting leads, organizing spreadsheets and subsequently entering contacts, the marketing team can immediately hand an interested user over to sales or include them in an automated communication flow.
The more important part of the integration works in the opposite direction. Through the Conversions API, events recorded in HubSpot can be sent back to Snapchat. The platform therefore receives more than information that a user has completed a form, as it can also register the subsequent qualification of a contact, a purchase, a subscription or the closing of a sales process.
Such data gives advertisers a clearer answer to what happened to a lead after they left the app. Campaigns can be evaluated based on revenue and other results closer to sales, rather than exclusively according to the number of completed forms and the cost of collecting them.
The integration is intended for companies trying to reach additional Gen Z and millennial audiences through Snapchat, particularly in categories where a purchase does not immediately follow the first interaction with an ad. This includes products and services for which a potential customer first requests an offer, books a consultation, signs up for a trial period or goes through a longer sales process.
According to data published by Snap Inc., the click-through rate for native lead generation ads increased by 77 percent compared with the previous year, while the average cost per lead decreased by 26 percent. These are figures provided by the platform itself, but they explain why the company is giving this format a more prominent place in its offering for performance advertisers.
Adrian Mulryan, the company’s vice president of global agency and strategic accounts, said that Snapchat had previously been underestimated as a lead generation channel. The new integration is intended to reduce barriers for companies already using HubSpot that do not want to introduce additional systems solely to activate a campaign on another platform.
The partnership is part of Snapchat’s broader effort to make advertising easier to measure and align it with the tools agencies and brands use every day. The company has also recently expanded its shared account and audience management capabilities, allowing agency and internal teams to work with the same data without taking full control of the account.
For Snapchat, this is an attempt to move its conversation with advertisers beyond reach among younger audiences. The integration with HubSpot gives the platform a more concrete argument for performance budgets: a lead can be tracked from the first form to the sales result, while data from that process can be reused to optimize future campaigns.
