by Nikhil Gaekwad, Jen McNamee and Katy Yuan

The most valuable signals for advertising optimization already exist inside your data platform: purchases, sign-ups, subscriptions, and other deep-funnel events captured in your warehouse. The challenge is activating those signals in ad platforms quickly and reliably. 

Historically, getting first-party conversion data into platforms like Snapchat required stitching together CDPs, reverse ETL tools, and custom connectors. This often added cost, latency, and operational complexity.

Introducing Snapchat Conversions API, now on Databricks Marketplace

With Snapchat’s Conversions API (CAPI) now available as a listing on Databricks Marketplace, teams can activate first-party signals directly from the Lakehouse. The listing includes a pre-built notebook that connects your gold-layer tables to Snapchat’s Conversions API. Once deployed, it reads from your governed data and delivers them securely and directly to Snapchat. Teams can now send web, app, and offline events from the Lakehouse to the platform’s optimization engine, without middleware or custom API connectors. Deploy directly into your Databricks workspace and start sending events.

The notebook handles event batching and supports deduplication alongside Snap Pixel, so teams already using browser-side tracking can layer in server-side events without double-counting.

Because everything runs inside your Databricks environment:

• Data remains governed through Unity Catalog
• Security, lineage, and access controls remain intact
• Teams maintain full control over what data is shared and when

This makes activating advertising signals as simple as deploying a notebook and pointing it to your conversion tables.

"We built the Lakehouse to be more than a system of record. With Snapchat CAPI on Marketplace, marketing teams can activate the same governed first-party data they already trust for analytics and ML, and put it to work driving ad performance. No new infrastructure, no data copies. Just a notebook and the data you already have." — Akram Chetibi, Director of Product Management, Databricks

“We’ve seen partners achieve strong results on Snapchat when their signals are optimized. By bringing our Conversions API (CAPI) to Databricks’ Marketplace, we’re creating an easier, more secure way for businesses to connect first-party data to our platform, which can strengthen signals and help deliver more relevant ads that can drive real business outcomes.”— Fintan Gillespie, Global Director, Ad Partnerships Group at Snap Inc. 

Why this matters for marketers & advertisers

1. More complete signal coverage: Server-side events capture signals that browser-side tracking may miss due to ad blockers, privacy restrictions, or browser limitations. This new capability drives higher event match quality.

2. Better campaign optimization: Higher Event Match Quality can improve how many conversions Snapchat can match to users, which helps improve future campaign delivery and lower cost per action. Brands that follow these best practices and attain good event quality scores have much stronger performance marketing outcomes. And, advertisers who improved their EQS from “Poor” to “Good” saw a 26% higher ROAS and 49% lower CPI.  

3. Fresher real-time audiences: Snapchat’s CAPI allows teams to build custom audiences and Lookalikes from first-party data. When those signals flow directly from the Lakehouse, audience segments stay fresh and aligned with the same tables maintained by data and analytics teams.

4. More accurate measurement: With complete, deduplicated conversion data, teams can access a better picture of their campaign performance on Snapchat, and lay the necessary foundations for a more comprehensive ad effectiveness measurement framework.

Get started

Explore the listing. Snapchat Conversions API is now available on Databricks Marketplace.

Teams can deploy the notebook directly into their Databricks workspace and begin sending governed conversion signals to Snapchat in minutes.

With first-party signals flowing directly from the Lakehouse, marketing teams can improve optimization, audience targeting, and measurement — without adding new infrastructure.