Snapchat Strengthens Lead Generation with HubSpot Integration

Snapchat is expanding its lead generation capabilities through a new integration with HubSpot, a move designed to help brands connect with incremental Gen Z and millennial audiences on the messaging platform. The partnership allows Snapchat advertisers to launch native lead generation campaigns more efficiently and automatically route captured leads into HubSpot's ecosystem for long-term customer relationship management, as reported by Marketing Dive, a sister publication of Social Media Today.

"We've been an underrated platform for generating leads, but Snapchat reaches a highly engaged, high-intent audience," said Adrian Mulryan, Snap's vice president of global agency and strategic accounts.

Here's how the feature works: Advertisers can create a native lead generation campaign on Snapchat in just a few clicks, and leads generated through those campaigns can be directly connected to existing HubSpot lists and sales pipelines via an API. Lead form fields from Snapchat are mapped onto HubSpot properties, facilitating a smoother handoff from marketing to sales teams.

"It simplifies the path from lead capture to lead management," Mulryan explained.

Additionally, a Conversions API sends conversion events tracked in HubSpot workflows back to Snapchat, giving advertisers deeper insight into lower-funnel actions tied to their campaigns and a clearer view of return on ad spend. This reduces manual effort for advertisers using both platforms.

"With this integration, HubSpot customers can connect what happens on Snapchat to what happens in their pipeline, and send real conversion signals back to Snapchat so teams have a clearer picture of what's driving results," HubSpot Vice President of Product Angela DeFranco said in a statement. "That's the kind of context that makes marketing more effective over time."

Sharpening Performance Focus

Snapchat, known for its ephemeral messaging, has offered lead generation ad products for nearly a decade, but has been working to refine its performance marketing pitch to attract a broader set of marketers. In January 2026, Snapchat's native lead generation ads saw a 77% increase in click-through rates compared to the same period a year earlier, while cost per lead declined by 26%, according to company-shared figures.

"What we have been demonstrating over the last year or so is [that] we're truly a full-funnel platform which can drive business outcomes at scale and help marketers reach their brand or performance objectives," Mulryan said.

"I feel that we had a value prop for a subset of clients, and now I think we've got a value prop for the entire marketplace," he added later.

While its lower-funnel performance tools are improving, Snapchat has faced sharper questions about its long-term strategy as it explores new revenue streams, including a larger bet on pricey hardware that has sparked some investor skepticism.

On the advertising front, the goal is to make Snapchat more "interoperable, measurable and useful" for brands, according to Mulryan, whose remit now includes forging partnerships like the one with HubSpot. Snapchat aims to align more closely with the platforms its agency and brand clients already use regularly, making it easier for them to spend and scale advertising on its service.

"A lot of feedback we had in Cannes [from clients] was we weren't sure what Snapchat is today. We're trying to meet our clients where they are," Mulryan said, referring to the global advertising festival held in Cannes, France, in June.

Parent company Snap grew revenue 12% year-over-year to $1.53 billion in Q1, with momentum for formats like a new AI-powered version of Sponsored Snaps. Snap will report its latest earnings on Aug. 3.