Snapchat Ad Specs 2026: 1080 x 1920, File Limits, Headline

Snapchat ads are full-screen and vertical, and the copy around the video is short: a brand name and a headline.

This page gathers Snapchat ad specs for Single Image or Video ads: size, dimensions, file limits, video length, copy, CTAs, URL macros, safe zones, learning and attribution. Every Snapchat value comes from Snapchat’s Business Help Center (businesshelp.snapchat.com) and the Snapchat for Business site (forbusiness.snapchat.com), read on November 5, 2026. The two sometimes disagree, and this page says where.

What size and dimensions for a Snapchat ad?

Snapchat’s Single Image or Video specifications:

The canvas is scaled proportionally from the original asset. If a file is not 720 x 1280 px, Ads Manager offers to crop it to fit. Export in 9:16 from the start to keep the framing you chose.

What are the file size and video length limits?

A video under 3 seconds is looped until it reaches the minimum. For audio, Snapchat asks for:

• 2 channels, left and right, balanced throughout;
• a target level of -16 LUFS;
• PCM or AAC, at 192 kbps or more;
• 16 or 24 bit.

On length, the safe range is the one both pages accept: 3 to 180 seconds. Snapchat’s own creative best practices point much shorter: they note that ads of 3 to 5 seconds often drive action, and recommend keeping them around 5 to 6 seconds.

How many characters for a Snapchat ad?

The headline limit is the same on both of Snapchat’s sites. The brand name is not: the ad formats page says 25 characters, the Business Help Center says 32, on its spec page and on its best practices page. Keep it to 25. Snapchat also requires the brand name to be the advertiser paying for the ad, and it cannot be the same as the headline.

The spec lists no primary text field: only a brand name and a headline. A Meta ad that sells through a long primary text keeps none of it on Snapchat.

The Offer Details option is a button. Tapping “See Offer Details” opens a separate screen of disclaimer text, such as terms and conditions, up to 5,000 characters per ad (10,000 for Dynamic Product Ads). To use Offer Details on a campaign without a catalog, Snapchat says to deselect the Spotlight placement first. The field is for terms and disclaimers, not ad copy.

Which call-to-action buttons for a website ad?

Snapchat’s website attachment CTAs:

Apply Now, Book Now, Buy Tickets, Get Now, Listen, More, Order Now, Play, Read, Shop Now, Show, Showtimes, Sign Up, View, Watch, Donate.

There is no Learn More. More is the closest label, and Read and View also exist. If your Meta ads run on Learn More, pick the replacement before launch. Snapchat also notes that eligible ads may serve with Dynamic CTAs, which adjust the CTA’s format and placement for each impression.

Which URL macros does Snapchat support?

In Ads Manager, the ad step has a Build a URL Parameter button. Snapchat’s URL macros:

There is an {{ad.id}} but no {{ad.name}}. To tell ads apart by name, use {{creative.name}}. A template that keeps each level apart:

utm_source=snapchat&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adSet.name}}&utm_content={{creative.name}}

Snapchat encodes special characters itself: a space in a campaign name becomes %20. Its help page prints two macros with a space before the closing braces, so check the preview link after you build the URL. The logic of a UTM convention is in our guide to UTM parameters.

Ad set or ad squad?

Snapchat’s Ads Manager and Business Help Center now say ad set: a campaign holds ad sets, which hold ads. The Marketing API still calls the same level an ad squad, and so do tools built on it, Apogee included. Both words point to the level where budget, bid, targeting and pixel are set.

Which margins to leave on a Snapchat ad?

Snapchat’s best practices ask to keep the top 150 px and the bottom 330 px of the canvas free of graphics and logos, so the brand name, headline and CTA do not cover them. With the “See Offer Details” button, the bottom buffer of a website ad grows to 382 px.

On a 1080 x 1920 px canvas, 330 px is about 17% of the height, about half the 35% Meta recommends at the bottom of Stories and Reels. A 9:16 file built with Meta’s top and bottom margins already clears Snapchat’s. Use the Safe Zone toggle in Ads Manager to check, because the ad preview does not show Dynamic CTA variants.

The same best practices page adds a few creative rules:

• a clear “hero” message in the opening frame;
• the offer early, usually between seconds 2 and 3;
• brand moments before the 2-second mark, without opening on a static logo;
• a native style: user-generated content, people speaking to the camera, Snapchat’s own creative tools.

How long does Snapchat’s learning phase last?

Snapchat says the learning phase of a new campaign or ad set typically lasts 1 to 7 days, depending on the audience, bid, budget and historical conversion volume. It runs longer when the ad set bids on a lower-funnel goal or struggles to spend its budget. Meta’s learning phase follows its own rules, covered in our guide to the Meta Ads learning phase.

To judge an ad set, Snapchat says to wait for 30 to 50 conversions aligned with your bid goal. With a $30 target CPA, that is $900 to $1,500 of spend before a verdict.

Which attribution window?

Snapchat recommends a 28-day click and 1-day view window and says it is the platform default. Meta counts conversions within 1 or 7 days after a link click, and 1 day after a view.

The gap matters when you compare platforms. A 28-day click window counts conversions up to 28 days after the click, where Meta’s 7-day click stops at 7. Put both on the same window before you compare a creative’s results.

Where do Snapchat’s own pages disagree?

When two pages disagree, use the value that satisfies both: a 1080 x 1920 px file, 3 to 180 seconds, a brand name of 25 characters.

How do you launch Snapchat ads to spec with Apogee?

Apogee’s Snapchat Ads bulk upload, from the Pro plan, creates the Sales campaign, its ad squads and one ad per creative through the Snapchat Marketing API:

• it accepts vertical 9:16 videos in mp4, mov and avi, and creates Web View ads, with a swipe-up to your site;
• images are not in the bulk upload yet (they are planned): a 9:16 image that already runs on Meta can go to Snapchat today through the Bridge, covered below;
• you can enter up to 5 headlines of 34 characters, and each headline gives one ad on the same video;
• each ad takes a Public Profile, one of 10 CTAs, an https URL and a brand name; the field takes 32 characters, so keep it to 25;
• the optional UTM builder suggests utm_source=snapchat, utm_medium=paid, utm_campaign and utm_id, with a preview of the final URL;
• the conversion window is yours to pick: 1, 7 or 28-day swipe, 1 or 7-day view, or Snapchat’s default.

To move an ad that already wins on Meta, the Bridge, also from the Pro plan, recreates it in a Snapchat ad squad, an existing one or a new one cloned from a template, up to 50 ads per launch:

• the Meta ad needs a vertical 9:16 variant, re-hosted and never cropped; if Snapchat rejects the video, Apogee makes one new attempt at 1080 x 1920 px with bars;
• the headline is cut to 34 characters at a word boundary, and a 32-character brand name is taken from the Facebook Page name: check that the Page name is 25 characters or fewer;
• the CTA is remapped and flagged: Learn More becomes More, Get Offer becomes Shop Now;
• the Meta UTMs are removed and Snapchat’s macros are added, and Apogee asks for the Public Profile when the source does not provide it.

Before sending, the Bridge checks an image up to 5 MB, or a video within 2% of the 9:16 ratio, 3 to 180 seconds long and up to 1 GB. As the Bridge page says, these thresholds are checks run by Apogee, aligned with Snapchat’s specs when they were set up. They are not Snapchat’s official specifications.

Once the ad runs, the cross-platform stats read Snapchat on 7-day swipe with no view, the same footing as Meta’s 7-day click. Expect lower numbers than Snapchat Ads Manager shows on its 28-day default. The same video on TikTok follows other rules, covered in our TikTok ad specs.