For years, Snapchat has occupied a familiar place in media plans: a secondary budget, an experimental channel, or a reach play sitting behind the platforms that dominate quarterly planning conversations.
But new data from Measured suggests many brands may be underestimating Snapchat’s business impact.
Snapchat delivers incremental lift beyond the platform
After analyzing hundreds of brands and incrementality studies, we found a consistent pattern: Snapchat isn't just generating strong incremental returns on its own. It's improving the performance of the channels where brands already invest most of their budgets.
That finding matters because traditional platform reporting can't capture it.
When marketers evaluate channels independently, they miss how one platform can improve the performance of another. Measured's incrementality data shows Snapchat creates measurable halo effects across the broader media mix, increasing incremental returns from search and social investments that together represent the majority of advertising spend.
Omnichannel brands stand to gain from adding Snapchat
Among the brands studied, fewer than one in four omnichannel businesses currently advertise on Snapchat. Those that do generate a median incremental ROAS of $8.39 (across all sales channels), 152% higher than the blended social benchmark for the same brands.
The report also explores how performance changed following Snapchat’'s 2025 optimization updates, how incrementality testing validates the opportunity, and why prospecting campaigns appear to offer the strongest path for additional investment.
The takeaway isn't that every brand should immediately add Snapchat to the mix or increase spend on the platform. It's that many allocation decisions are still based on outdated assumptions rather than measured business impact.
Incrementality Measurement can help reveal the right decision for you
The only way to know whether Snapchat deserves a larger role in your media mix is to measure its incremental contribution and determine how much additional investment it can efficiently absorb.
Download the full Measured Insights report, No Filter: Snapchat Lifts Search and Social iROAS by +12.9%, for the complete analysis and benchmark data.