Conversion tracking for websites

Introduction

  • Overview
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    Conversion tracking for websites enables you to measure your return on investment by tracking the actions users take after viewing or engaging with your ads on Twitter. Twitter’s conversion tracking lets you attribute conversions beyond last link click, to include actions driven by all types of ad engagements (like link clicks, Retweets, or likes) and impressions.

    For a better understanding of the ROI of your Promoted Tweets campaigns, including the total revenue (or total conversion value) your campaign generated, and total number of items purchased, you can pass transaction values from your website into your Twitter Ads analytics. Setup conversion tracking on your website to analyze, compare, and optimize your direct response campaigns.

    If you’ve done direct response advertising on other online ad platforms, you might be familiar with the basics of how Twitter’s conversion tracking for websites functions. To start measuring conversions, you need to add a snippet of Twitter code to a page on your website that corresponds to the conversion event. We call this code snippet a website tag. On other ad platforms, the website tag is commonly referred to as a tracking script or a “pixel.”

    Twitter Ads conversion tracking for websites is unique in that you are able to track conversions from users who viewed your Promoted Tweet on their mobile device and later came to your website on a desktop computer. This offers deeper insight than ever before on the impact of mobile advertising on Twitter.

  • When should I use website conversion tracking?
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    An online retailer might set up conversion tracking to see when users who have viewed a Promoted Tweet make a purchase on their website. They might also set the tag up to include transaction values from the purchases, so they can see the return on ad spend for their campaign. A B2B technology company could use conversion tracking to learn which of their Twitter Ads campaigns is driving the most lead submissions.

  • How do I set it up?
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    Visit the new conversion tracking section of Twitter Ads, accessible via the Tools menu, to generate a Twitter website tag code snippet for your website. After you place the code snippet on the pages where your conversions occur and define your conversion events, Twitter user conversions will appear within your Twitter Ads campaign dashboard.

    One website tag, two types

    The Twitter website tag can be generated for use on your website in two ways:

    • universal website tag: a single code snippet that can be placed across your website in order to track multiple website conversions

    • single-event website tag: a unique code snippet that can be used to track a single website conversion on your website

    For most advertisers, we recommend generating a universal website tag to enable conversion tracking for websites. In the rare instance you may need to track conversions for a non-page loading conversion event (e.g., JavaScript email submit or registration form) then you should create a single-event website tag.

    Create a conversion event

    Within the event details screen, you should name each conversion event you create by giving it a descriptive name. You may want to track a general conversion event (“Newsletter sign ups,” for example) and specify the URLs for each confirmation page related to that event. Or, you may wish to track a more specific conversion event (“Back to School sale purchases,” perhaps) by only specifying the exact URL of the confirmation page for that conversion event.

    If you’re using the single-event website tag to create a conversion event, you’ll need to generate a new single-event website tag code snippet for each new conversion event (maximum of 25). Each code snippet must then be placed on the webpage where the conversion event is completed.

    Conversion type

    Choose what type of conversion you’d like to track with this tag. Available tag types are Site Visit, Purchase, Sign Up, Download, or Custom.  Choose “Custom” if you’re tracking an action other than the conversion events we’ve predefined. Your analytics report conversions by conversion type, not tag.

    • Site visit: User visits a landing page on an your site

    • Purchase: User completes a purchase of a product or service on the your site

    • Download: User downloads a file, such as a white paper or software package, from the your site

    • Sign up: User signs up for the your service, newsletter, or email communication

    • Custom: This is a catch-all category for a custom action that does not fall into one of the categories above

    Post-engagement attribution window

    Select the time window for crediting Twitter with conversions that happen after a person engages with your ads. Some examples of a user engaging with your ads can include likes, Retweets, follows, @replys, or URL clicks on your Promoted Tweet. The options for post-engagement attribution windows are 1, 2, 3, 5, 7, 14, 30, 60, and 90 days. If you’re not sure what window to select, we recommend the default setting of 14 days. If you change this setting your conversion data will be retroactively updated, so feel free to come back later and experiment with different attribution windows.

    Post-view attribution window

    “Post-view” refers to when a Twitter user sees your Promoted Tweet and does not engage with it, but later visits your website and converts. Users often see, read, and view media in your Promoted Tweets without clicking on them — including post-view attribution gives you insight into conversions you received but weren’t actually charged an engagement for. The options for post-view attribution windows are none, 1, 2, 3, 5, 7, 14, 30, 60, and 90 days. If you’re not sure which setting to choose, we recommend the default of “1 day after view.”


    Copy and paste your website tag into your site

    After you generate the code snippet for your website tag, you need to put the code snippet on the page you would like to track. The code snippet should be pasted just before the closing HTML </body> tag of your web page, or inside a container tag or tag management system. You might need a developer or technical resource to help you implement it.

    To check that your website tag is set up correctly, return to the conversion tracking page in your Twitter Ads account after a few hours to confirm that the status for your website tag has changed from “unverified” to “tracking”.

     

  • How can I use conversion tracking to improve my campaigns?
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    Building great direct response campaigns on Twitter Ads is all about testing different strategies, measuring what works most effectively, and doubling down by creating more campaigns similar to the successful ones. Continue this cycle until you’re happy with the the cost per action (CPA) you’re seeing from your Twitter Ads. Most successful advertisers go through this cycle regularly to make sure their campaigns are fully optimized:

    1. Create a conversion event specifically for the conversion you’d like to track. These can be generic (website visits, lead form submissions) or specific (Valentine’s Day orders, Ticket sales for Friday’s art show).

    2. #protip: Create conversion events for different parts of your conversion funnel. For example, create a Site Visit conversion event for your product landing page, and a separate Purchases conversion event for your checkout confirmation page. This gives you insight into how well traffic from Twitter is converting once they get to your site.

    3. Build a few great direct response Promoted Tweet campaigns to drive customers to the right spot on your website.

    • Make sure your Tweet copy is tightly focused on driving the conversion
    • Make sure your targeting matches potential customers
    • Test variations on Tweet copy and targeting across multiple different campaigns. The more things you try, the sooner you’ll find the key to driving action from your customers on Twitter.
    1. Monitor your campaign analytics to discover which campaigns are driving the most conversions at the lowest price (CPA). Allocate more of your budget to these successful campaigns and try creating more campaigns similar to them.

    In addition to following this cycle of optimization, implementing these best practices can help you drive the most value out of conversion tracking:

    • Have a target CPA in mind. This will help you optimize toward a goal and identify which campaigns are working and which need improvements.

    • You can track conversions at both the campaign and the Tweet level. Use this to dig in to which Tweet copy is working best for you to make even more granular optimizations.

    • Website tags can be used across multiple campaigns. No need to create new website tags for each campaign you run.

  • I’ve installed the code snippet on the correct page of my website. How can I tell if it’s working?
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    Once you’ve placed the website tag code, return to the Conversions tab in Twitter Ads. You can verify the status of your website tag by finding the tag within the “Conversions” tab in ads.twitter.com.

    There are three different status types for tags:

    • Tracking: Twitter has gotten pings from the tag within the last 24 hours

    • Unverified: Twitter has not gotten any pings from the tag yet

    • Inactive: Twitter has not gotten any pings from the tag in the last 24 hours

  • How can I use conversion tracking code snippet to monitor campaign ROI?
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    Your website tag can also be used to gain an understanding of the ROI of your Promoted Tweets campaigns, including total revenue (or total conversion value) your campaign generated, and total number of items purchased.

    How it Works

    This new capability is similar to what you may have used with other ad platforms. You have two options: dynamic transaction value or hardcoded conversion value.

    Option 1. Use dynamic transaction values if you want to pass a different value at each conversion. For example, if you define a conversion as a purchase, and an individual user’s total purchase amount is $23.72, that amount will be passed to your Twitter Ads account. You’ll also be able to dynamically pass the order quantity for each purchase.

    Option 2. Use hardcoded conversion values if you want to assign the same value to every conversion. For example, if you define a conversion as a signup, and you value each signup at $10, you will choose this option.

    For both options 1 and 2, the monetary return on investment shown in your analytics dashboard will use the currency you have set in your Twitter Ads account.

     

  • Analytics for website conversion tracking
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    Once you’ve set up a website tag, reporting for website conversion tracking is available on the Campaigns tab. You’ll see the number of conversions driven at the campaign or tweet level, as well as related metrics such as impressions, engagements, and spend, and CPA. You can see specific charting for conversion information under a new tab called conversion metrics, with analytics also available via a downloadable csv on that same page.

    The campaign dashboard will show conversions by conversion type. So, for example, if you are interested in tracking two different types of purchases you may want to set one up as “purchase” tag and the other as a “custom” tag to report on the two separately. The downloadable csv offers post-view and post-engagement conversions broken out separately. The conversions are combined on the conversion metrics view. If you chose to pass back transaction values, total sales and order total quantity will be reported in the campaign dashboard under the conversions tab.

  • What is Tailored audiences from Web?
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    Tailored audiences from Web enables you to reach Twitter users who recently expressed interest in your products by visiting your website. Tailored audiences from Web uses the same website tag for conversion tracking from this page. For more information on how to use this, please see the Tailored audiences from Web page.

  • Users have privacy choices
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    While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices to our users. Twitter users can simply uncheck the box in their privacy settings next to “Tailor ads based on information shared by ads partners,” and Twitter will not match their accounts to information shared by ad partners to tailor ads for them. Additionally, because Twitter supports Do Not Track (DNT), Twitter does not match browser-related information to accounts of users who have DNT enabled to tailor ads for them. We also have a minimum audience size for all tailored audiences to avoid overly specific targeting. Our Help Center has more information about users’ privacy settings and our audience size requirements.


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