Integrating Twitter with Audience Measurement Partners (DAR and vCE)

In order to get started, you must first have an existing relationship with one of the following 3rd party Audience Measurement solutions:

  • Nielsen Digital Ad Ratings (DAR)

  • ComScore Validated Campaign Essentials (vCE)

Overview

  • Setup Instructions (Nielsen)
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    With a Nielsen Account, you’ll take the following steps to connect a Twitter campaign to DAR:

    1. Ensure your Nielsen CMI account is enabled for Twitter

    Work with your Nielsen representative to ensure that your DAR account is configured for use with Twitter.

    2. Enable DAR measurement for your ad account

    Ask your Twitter representative to enable DAR for your ad account

    3. Create a new DAR campaign tag for Twitter measurement

    Please refer to the Neilsen help center documentation to learn how to create a Twitter campaign tag.

    4. Input the DAR tag into Tag Library

    To insert a DAR tag into a campaign, your first step will be to create a new tag in Tag Library. To do so, navigate to ads.twitter.com and select “Tag Library” from the “Tools” menu.

     

    From here, click on “Create New Nielsen Tag” to create a new DAR tag. This will bring you to a page where you can name your tag and input the tag URL from Nielsen.

    Finish setup and save the tag. This will save the tag within Twitter for you to apply to Twitter ad campaigns.

    5. Associate your tag with Twitter campaign(s)

    Once you’ve successfully created a new tag within Tag Library, you can add that tag to new and existing campaigns via the campaign form. To do this, navigate (within ads.twitter.com) to the campaign you would like to measure (if this is a new campaign, select “Create new campaign” and select a campaign objective).

    In the campaign creation form, note the the “Show audience measurement options” link under the “Set up your campaign” section. Clicking the “Show additional options” link will open the “Audience Measurement Tag” option. This drop-down will allow you to browse and select a tag to associate with your Twitter ads campaign.

     

    Finish completing your campaign setup and save the campaign. Selecting a tag will connect this Twitter campaign (and the creatives within the campaign) to DAR. There is no need to apply individual tags to your Tweets.

    Campaigns associated with a given tag can be viewed within tag library.

    Measuring Performance

    Once you’ve properly set up a DAR tag and added campaigns, you’ll begin receiving campaign data in your DAR reporting.  Please note that due to the nature of the separate reporting pipelines, there will always be some expected discrepancies between DAR reporting and the reporting available in the Twitter campaign dashboard.  

  • Setup Instructions (comScore)
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    With a comScore Account, you’ll take the following steps to connect a Twitter campaign to vCE:

    1. Ensure your comScore vCE account is enabled for Twitter

    Work with your comScore representative to ensure that your vCE account is configured for use with Twitter.

    2. Enable vCE measurement for your ad account

    Ask your Twitter representative to enable vCE for your ad account

    3. Create a new vCE campaign tag for Twitter measurment

    Contact your comScore representative and tell them that you would like to set up reporting for a campaign on Twitter. Your comScore representative will generate a tag URL for you to use on Twitter.

    4. Input the vCE tag URL into Tag Library

    To insert a vCE tag into a campaign, your first step will be to create a new tag in Tag Library. To do so, navigate to ads.twitter.com and select “Tag Library” from the “Tools” menu.

     

    From here, click on “Create New comScore Tag” to create a new vCE tag. This will bring you to a page where you can name your tag and input the vCE tag URL from comScore.

    Finish setup and save the tag. This will save the tag within Twitter for you to apply to Twitter ad campaigns.

    5. Associate your tag with Twitter campaign(s)

    Once you’ve successfully created a new tag within Tag Library, you can add that tag to new and existing campaigns via the campaign form. To do this, navigate (within ads.twitter.com) to the campaign you would like to measure (if this is a new campaign, select “Create new campaign” and select a campaign objective).

    In the campaign creation form, note the the “Show audience measurement options” link under the “Set up your campaign” section. Clicking the “Show additional options” link will open the “Audience Measurement Tag” option. This drop-down will allow you to browse and select a tag to associate with your Twitter ads campaign.

     

    Finish completing your campaign setup and save the campaign. Selecting the tag will connect this Twitter campaign (and the creatives within the campaign) to vCE. There is no need to apply individual tags to your Tweets.

    Campaigns associated with a given tag can be viewed within tag library.

    Measuring Performance

    Once you’ve properly set up a vCE tag and added campaigns, you’ll begin receiving campaign data in your vCE reporting.  Please note that due to the nature of the separate reporting pipelines, there will always be some expected discrepancies between vCE reporting and the reporting available in the Twitter campaign dashboard.  

     

  • FAQs
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    Can I add, or piggyback, additional tags to my Audience Measurement tag?  

    No, you should only include the vCE or DAR tag in Tag Library.  Adding other tags will cause errors in the integration.

    Can I use audience measurement with all campaign objectives?

    Audience Measurement will work for all campaign objectives, with the exception of Promoted Trends, Promoted Moments and any objectives in private beta.

    Is Audience Measurement available internationally?

    Audience Measurement coverage depends on the partner. Nielsen DAR is available for 23 countries including the US and Canada. comScore vCE is only available for ad campaigns in the United States.

    • Available markets for Nielsen DAR:

      • Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, New Zealand, Philippines, Poland, Puerto Rico, Singapore, Taiwan, Thailand, Turkey, United Kingdom

    • Available markets for comScore vCE:

      • United States

    My question wasn’t answered, how can I get more help?

    Use the help button in your ads dashboard to contact the Twitter Ads support team or work with directly with your account manager.

     


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