Integrating Twitter with DoubleClick Campaign Manager (DCM)

 

Setup instructions

In order to get started, you must first have a DoubleClick account.

Take the following steps to connect a Twitter campaign to DoubleClick:

1. Ensure your DCM account is enabled for Twitter

Work with your DCM Account Maanager to ensure that your DCM account is configured for use with Twitter.

To ensure your campaigns are optimized based on previous conversion data, be sure to opt-in for sending conversion data to Twitter during DoubleClick configuration.

2. Create a new placement for your Twitter campaign

Please refer to the DoubleClick Help Center article to learn how to create a Twitter campaign tag.

3. Input the DoubleClick tracking tag URL into a Twitter campaign

To insert a DoubleClick tag into a campaign, first create a new campaign on Twitter on ads.twitter.com. DoubleClick will work for all campaign objectives, with the exception of Promoted Trends, Promoted Moments, and any objectives in private beta.

Under “Ad groups” > “Ad group details”, click on “Measurement options” at the bottom of the page to expand additional fields. Here, you’ll see “DoubleClick tracking”. Toggle the switch to the right so you see a green checkmark, and enter your DCM tracking URL in the field provided.  

Please note you need to follow these steps for every ad group.

This tracking tag URL should only be the raw tracking URL. The tracking tag URL should not include any containers or wrappers like <img> or <script> tags. Here's an example of a correctly formatted tracking code (excluding the specific IDs to your account, which are replaced with hashtags in this example):

Finish completing your campaign setup and save the campaign. Inserting the tag will connect this Twitter campaign (and the creatives added to the campaign) to DCM. There is no need to apply individual click trackers on your Tweets.

 

Common tag implementation mistakes

Including the <img> tag

Your tracking tag should not be placed with the <img> tag:

Not selecting “Twitter-Official” when generating a tag

Be sure to select Twitter-Official when creating a new tracking tag URL. Failing to select Twitter-Official will cause errors with your campaign integration.

Generating a click tag rather than an impression tag

Be sure to generate an impression tag in DoubleClick:

and not a click tag:

Note: in your DoubleClick tag export, the tag you should use will be located in the column labeled “Impression tag [image]”

 

 

Measuring performance

Once you’ve properly inputted a DoubleClick tracking code in a campaign, you’ll begin receiving campaign data in your DoubleClick reporting. Please note that due to the nature of the separate reporting pipelines, there will always be some expected discrepancies between DoubleClick reporting and the reporting available in the Twitter campaign dashboard.  

Here are how events should map between the two platforms:

DoubleClick metric

Twitter metric

DoubleClick metric

Impressions    

Twitter metric

Impressions

DoubleClick metric

Likes

Twitter metric

Likes

DoubleClick metric

Replies

Twitter metric

Replies

DoubleClick metric

Retweets

Twitter metric

Retweets

DoubleClick metric

Twitter URL clicks

Twitter metric

Link clicks

DoubleClick metric

Twitter App Install clicks

Twitter metric

App clicks

DoubleClick metric

Clicks

Twitter metric

Link clicks + app clicks

DoubleClick metric

Other Twitter engagements

Twitter metric

Clicks + media engagements

DoubleClick metric

Total social engagements

Twitter metric

Engagements

DoubleClick metric

Click-through conversions

Twitter metric

Engage-through conversions

DoubleClick metric

View-through conversions

Twitter metric

View-through conversions

DoubleClick metric

Video plays

Twitter metric

Video starts

DoubleClick metric

Video first-quartile completions

Twitter metric

Video played 25%

DoubleClick metric

Video midpoints

Twitter metric

Video played 50%

DoubleClick metric

Video third-quartile completions    

Twitter metric

Video played 75%

DoubleClick metric

Video completions

Twitter metric

Video completions

DoubleClick metric

Twitter: Video 50% in view for 2 seconds

Twitter metric

Video views

DoubleClick metric

Twitter: Video 100% in view for 3 seconds

Twitter metric

3s/100% video views

DoubleClick metric

Twitter creative ID

Twitter metric

Status ID

DoubleClick metric

Twitter campaign ID

Twitter metric

Campaign ID

DoubleClick metric

Twitter creative ID

Twitter metric

Status ID

 

Frequently asked questions

Why doesn't the DoubleClick data match the Twitter data?

It’s expected that DoubleClick and Twitter data do not match perfectly.  Each system uses a different data pipeline which results in differences in data. If you see larger than 10% differences, please reach out to your Twitter Account Manager.

Can I add, or piggyback, additional tags to my DoubleClick tracking tag?  

No, you should only include the DoubleClick tag in the campaign form. Adding other tags will cause errors in the integration.

Can I use DoubleClick with all campaign objectives?

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

Why aren't my conversions matching between DoubleClick and the Twitter campaign dashboard?

It’s expected that in some cases conversions will not match between DoubleClick and Twitter. If you're tracking other channels in DoubleClick at the same time as Twitter, your conversions will be de-duplicated. Make sure you’re comparing conversion data from Floodlight Activities that have a direct match to your Twitter conversion events.

How can I get more help?

File a Twitter Ads support ticket or work directly with your Account Manager.

Ready to get started?