At the time of writing, Snapchat does not yet have an official way for businesses and brands to manage and track their customers on the app. Until that happens, early adopters of the service will need to think a little differently if they are going to analyse engagement with their customers and discover how effective their Snapchat marketing is. Here is one strategy that you can use to measure Snapchat ROI:
1. List all of the people that add you to Snapchat in a spreadsheet.
After you have encouraged people to add you to Snapchat, keep an eye on the "Snapchatters who have added me" menu in the app to see who follows through with your request, then add these names to a spreadsheet.
2. Add date, username, and welcome message columns to the spreadsheet.
Populate your Snapchat customer tracking spreadheet with the date that a customer added you, and their username. Update the spreadsheet every day to keep it as accurate as possible.
3. Add columns to track welcome message and offers sent
One of the most powerful ways to connect with someone who has added you to Snapchat is with a welcome message, as it shows that you are active on the app. Keep a welcome message that you can snap quickly and easily to hand and place a check mark next to each user to confirm that you have sent it to them.
Follow this up with a snap containing an offer or promotional code to drive further engagement. Feature a unique promotional code, trackable shortened URL, or hashtag, so that you can more easily track activity.
4. Make a schedule and stick to it
To stay organised and to ensure that you don' t spam your Snapchat fans, make a schedule for sending out welcome message and offers, e.g. welcome messages sent to all new added customers once per day, offers sent out to these new fans after 48 hours, and a third piece of content sent out to all new and existing customers who have received welcome and follow-up messages once per week.
Note: As your marketing strategy demands, you can add further columns and tracking metrics to the spreadsheet.
I'll be the first to admit that this isn't the most eloquent or ideal means for tracking customers and return on investment on Instagram, but it'll have to do for now!