Twitter today announced two enhancements to its ad conversion tracking tools to give marketers more insight into ROI from Twitter campaigns.
The new features — “transaction values” and “key conversion tags” — both enable website owners to see sales that were directly driven by Promoted Tweet efforts and are available globally to all advertisers. They both require placement of conversion tags on websites; such tags had previously been used for remarketing purposes. Now, Twitter product manager Abhishek Shrivastava explained in a blog post, the tags can be adjusted to track sales figures:
“If you’ve implemented our website tag already, you can make some simple changes to the tag to start collecting conversion values and order quantities for each conversion. These values are aggregated and reported back in your Twitter Ads analytics dashboard to provide insights on your ROI from your Promoted Tweet campaigns. If you aren’t using conversion tracking yet, it’s easy to get started by creating a tag in your Twitter Ads UI and implementing it within your site.”
Key conversion tags allow further refinement of campaign measurement, enabling marketers to optimize for a specific conversion event. Here’s Twitter’s explanation of how it works:
“Suppose a flower shop wants to use Twitter Ads to drive more sales of their Easter bouquets. Once the shop places a website tag on the final conversion page for the bouquet and selects that tag as the key tag for their campaign, Twitter can automatically start to optimize the campaign towards driving more conversions on the bouquet sale page. The shop will also have the ability to view the number of bouquet purchases in their Twitter Ads analytics dashboard, as soon as those conversions occur. Because Twitter conversion tracking works in a cross-device fashion, even if a user sees the flower shop’s ad on a mobile device but later converts on a desktop, Twitter Ads analytics will be able to track and report that conversion.”
Read more on the Twitter advertising blog.
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