Snap's Leaked Metrics Contain Good and Bad News

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It isn't likely to impact the advertising units available on the app, which Snapchat has been increasingly investing in, from branded face filters to vertical ads. The figures offered a mixture of encouraging signs and worrying revelations.

Also not rosy: Snapchat's Discover feature, which allows publishers like The New York Times and The Washington Post to pump out daily "Editions" of their content.

How much people use these features has been a mystery, but the Daily Beast got its hands on five months of confidential metrics for features including Snap Map, Discover, Memories, Geofilters, Lenses, Chat, Audio, and Stories, as well as reports on how people spend time in the app, the number of snaps created versus posted, and the geographic breakdown of Snapchat users. More positive news is growth when it comes to daily Snaps sent.

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Unfortunately for Snap, greater visitor numbers didn't translate into wider use of some of its marquee features.

In mid-September, about 125 million people were creating snaps daily on the app, up from 120 million in late April. That's a problem, since the social media company has not yet monetized chatting. Since Snapchat launched Stories in 2013, it has been cloned by Facebook, Instagram, WhatsApp, and Facebook Messenger. That is not a bad figure, but keep in mind that Snap does not give out any daily active user figures for its Discover platform. Snap had said in May that users spend over 30 minutes on the app. Compare that to Instagram, which said in August that younger users spend about 32 minutes per day on its app.

Snap has plenty of reasons to be anxious with the performance of its Snapchat app following the revelation that users don't regularly use many of its major features - instead opting to use the app to communicate back and forth with friends privately.

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