Traffic

Traffic is the objective that optimizes for sending people from the ad to a website, app, or profile.

You pick it when the next step is off Snapchat and you want swipe ups at the lowest cost. Snapchat optimizes toward link clicks and landing page visits and attaches your destination to the ad, so the system learns which viewers are most likely to swipe up and go through.

Say you have a blog post you want read. You run the traffic objective, attach the article, and set a small daily budget. The report shows swipe ups and cost per swipe up, and you shift spend toward the creative that earns the cheapest taps through to the page.

A swipe up is not a conversion. Traffic optimizes for the click, not for what happens after it. If your landing page is slow or off-message, you will buy plenty of taps and still see nothing on the other side. Traffic fills the top of the funnel, it does not close the bottom.

Traffic buys the click, your page has to earn the rest.