Snapchat—a messaging app that’s wildly popular among teens (and now, adults)—has almost seamlessly integrated advertising into its business model (a company has to make money somehow right?). It raises the question: How did Snapchat used to make money? Answer: It didn’t.

Snapchat initially covered its costs with the help of investors. It wasn’t until October 2014 that Snapchat released its first paid advertisement—a 20-second trailer for the movie Ouija. These video advertisements have shifted from sponsored stories to short clips between content on Snapchat’s “Discover” channels (i.e. CNN, ESPN, People, etc.). More recently, Snapchat began to allow users to design, map, and buy geofilters. The filters started at $5 and increased in price depending on the size of the location and the amount of time users wanted the geofilter to be available.

The newest advertising trick up Snapchat’s sleeve is the sponsored lens, which first launched in October 2015 to promote Twentieth Century Fox’s The Peanuts Movie. The initial lens only lasted 24 hours—and cost Twentieth Century Fox a whopping $750,000. So far, Sony Pictures, Universal Studios, Pixar, Starbucks, Michael Kors, L’Oréal Paris, Urban Decay, and Benefit Cosmetics have all hopped onto the sponsored lens bandwagon, which has given them access to 41% of 18-34 year olds in the U.S. In essence, Snapchat is creating a new type of interactive marketing that not only allows brands to reach out to consumers, but that also allows consumers to engage back.

With all this money being invested in Snapchat sponsorships, companies are starting to wonder what they’re getting in return. In the past, Snapchat has been able to quantify only a handful of metrics. For example, Taco Bell sponsored a lens for Cinco de Mayo where users’ faces turned into large tacos. This lens was viewed 224 million times in 24 hours. The total engagement was 12.5 years, with the average user spending 24 seconds playing with the filter before sending it. This is 24 seconds of uninterrupted brand interaction. Think about it: When was the last time you not only focused on, but interacted with, an advertisement for 24 seconds? Assuming users sent this lens to friends—and maybe even posted it on their Snapchat story—the number of total viewers is exponentially greater, and engagement and view-time is significantly higher.

Of course, these companies don’t simply want to increase followers or consumer engagement. They want to make money. And it can be hard to measure monetary success on social media. In fact, 9.4% of marketers are unable to quantify revenue driven by social media. So what can Snapchat provide in analytics to assure brands that their money is being well spent?

Recently, Snapchat partnered with Oracle to provide more concrete ROI data for Snap ads. Oracle, who specializes in cloud applications and platform services, has access to more than $3 trillion dollars in consumer transaction data, 2 billion global consumer profiles, and over 1,500 data partners. Together, the two companies have focused on measuring incremental store sales of 12 consumer packaged goods advertisers resulting from marketing campaigns on Snapchat. According to the data collected so far, 92% of Snapchat ad campaigns have driven a positive lift in in-store sales.

These numbers confirm what many marketers have suspected for a while now: Snapchat is a digital marketing behemoth that major brands simply can’t afford to ignore. Whether Snapchat can unseat Facebook as the king of social media remains to be seen, but this much is certain: the once-scrappy upstart is now a serious competitor for the digital advertising throne.