Attachment (Swipe Up)

The Attachment is the interactive element beneath a Snapchat ad that a user opens by swiping up or tapping the call-to-action.

You attach one type per ad: a web view, an app install, a deep link, a longform video, or a lead form. When the user acts on the CTA, the attachment loads inside Snapchat. The attachment type is bound to your campaign objective, and the swipe-up rate tells you how well the top of the ad earned the action.

A direct-to-consumer brand runs a single-image ad with a web view attachment pointed at its product page. A user swipes up, the mobile site loads in-app, and the Snap Pixel fires a page view the moment it opens.

People chase swipe-up rate and ignore what happens after it. A high swipe-up rate with no purchases almost always means the ad oversold and the landing experience under-delivered. The swipe is a leading signal, not a result.

The swipe is the promise; the attachment has to keep it.