It’s critical for advertisers with direct response objectives to be able to understand the impact of Twitter ads on their bottom line. With that in mind, we’re announcing the general availability of conversion tracking, a measurement and reporting tool which will help advertisers understand the full conversion impact of impressions and engagements from Promoted Tweets so they can properly optimize their campaigns. Conversion tracking is available to all advertisers starting today.
How does this work?Let’s say a shoe retailer
wants to measure how a specific Promoted Tweet campaign drove purchases
on their website. Using conversion tracking, the retailer would create a
“purchase” conversion tag and place it on their purchase confirmation
page. When a user reaches that page, the tag reports to Twitter that a
purchase event has occurred. Twitter then matches that event against the
set of users who have viewed or engaged with any valid Promoted Tweet
campaign. Campaign analytics report the total number of users that
converted and cost per action (CPA) without identifying who viewed or
engaged with the Promoted Tweet, allowing the advertiser to focus on the
campaigns that are driving the most cost-effective purchases.