Difference between Snaps SDK and FB Pixel

	Snaps SDK	Facebook Pixel
Ability to track cross-platform (web -> mobile)	No	Yes (with standard events)
Ability to use data to send reengagements	Yes, can send personalized reengagements to specific users	Yes, can send personalized reengagements to specific users
Individual User Data	Yes, we are able to attribute events (purchases, add to carts, etc) to individual users	No, data is anonymized and aggregated
Integration with Facebook Ads	Limited due to inability to track cross-platform and lack of historical data	Robust, has more tools to integrate with
Analytics	Needs custom reporting	Yes, has more robust reporting pixel data

What is the Facebook Pixel?
The Facebook pixel is very similar to our Snaps SDK - it helps track conversions from FB by placing and triggering cookies to track users as they interact with websites. However, Facebook’s pixel is very specifically useful for tracking conversions from Facebook ads, optimizing those ads based on data and building targeted audiences for future ads.

What will be possible with the Facebook Pixel?
With access to a client's Facebook Pixel, we can create an 'event source group' which aggregates data across multiple platforms. In our case, this will allow us to view analytics from the bot and the pixel and allow us to create funnels of messenger users and website purchasers.

What the Snaps Pixel can do that the Facebook can’t?
The Snaps SDK allows us to connect tracked events and conversions back to a singular user in our Snaps platform. Facebook aggregates this data and anonymizes it. Furthermore, we cannot use the Facebook Pixel data to send users reengagements - we can only do this with the Snaps SDK.

Summary:
The Facebook Pixel is much more useful for tracking conversions since it is able to track users across web and mobile which the Snaps SDK cannot. Also clients have likely had the Facebook pixel on their sites longer than ours (and in some cases, not at all) which means better / more data for optimization. Furthermore, the Facebook pixel can be a great alternative if a client does not want to add our SDK - it can still allow us to attribute overall revenue to Snaps.

However, clients should still install our SDK so we can send personalized reengagements / notifications to users who click out or convert through our platform which the Facebook Pixel cannot.