Snap Inc Results Presentation Deck
Note Regarding User Metrics And Other Data (continued)
In the past we have relied on third-party analytics providers to calculate our metrics, but today we rely primarily on our analytics platform that we developed and operate. For
example, before June 2015, we used a third party that counted a Daily Active User when the application was opened or a notification was received via the application on any device.
We now use an analytics platform that we developed and operate and we count a Daily Active User only when a user opens the application and only once per user per day. We
believe this methodology more accurately measures our user engagement. We have multiple pipelines of user data that we use to determine whether a user has opened the
application during a particular day, and thus is a Daily Active User. This provides redundancy in the event one pipeline of data were to become unavailable for technical reasons,
and also gives us redundant data to help measure how users interact with our application.
Additionally, to align our pre-June 2015 Daily Active Users with this new methodology, we reduced our pre-June 2015 Daily Active Users by 4.8%, the amount by which we
estimated the data generated by the third party was overstated. As a result, our metrics may not be comparable to prior periods.
If we fail to maintain an effective analytics platform, our metrics calculations may be inaccurate. We regularly review, have adjusted in the past, and are likely in the future to adjust
our processes for calculating our internal metrics to improve their accuracy. As a result of such adjustments, our Daily Active Users or other metrics may not be comparable to those
in prior periods. Our measures of Daily Active Users may differ from estimates published by third parties or from similarly titled metrics of our competitors due to differences in
methodology or data used.View entire presentation