Twitter announced two new additions to its ad conversion tracking tools to give marketers more insight into ROI from Twitter campaigns. The new features named “transaction values” and “key conversion tags” will enable website owners to see sales that were directly driven by Promoted Tweet efforts and are available on a global level to all advertisers. They both require placement of conversion tags on websites.
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.”
On the other hand, key conversion tags allow further refinement of campaign measurement, enabling marketers to optimize for a specific conversion event. Here’s Twitter’s explaining 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.”
For further information, visit Twitter’s Advertising Blog.Twitter Rolls Out Two New Tracking Tools To Track ROI On Ads!,