Snapchat’s ad business is growing up, and it’s beginning to look a lot like Facebook’s. 

Snap is testing two features this month in Snap Ads — the video ads that are inserted between Stories or on Discover — that make it easier for advertisers to meet their targets when it comes to direct sales, app downloads and user sign-ups, the company told Mashable Tuesday. 

Through deep-linking, advertisers can take Snapchat users out of the app and directly into other apps if the user has it downloaded on their device. Snapchat already offers a similar experience through its integration with Uber, but now advertisers can pay for access.

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