Mobile app conversion tracking (MACT)

In order to bid on app installs in your App install campaign, you must have a third party mobile conversion tracking partner configured to your Twitter Ads account. The measurement capabilities of Mobile App Promotion allow you to view your mobile app card engagement and conversion metrics and optimize towards cost-efficiency and return on investment. 


Our MACT partner options

To track conversions down to the app install or reopen level, advertisers must integrate with one of Twitter’s chosen mobile measurement partners. App measurement is typically done via a tracking SDK, which is a code package that is installed in your mobile app. The tracking SDK enables you to measure events related to app installs.

Our mobile measurement options are:


Setting up your MACT partner

To enable measurement of the number of users that perform a desired action after viewing or engaging with your Twitter ads you must set up a mobile app conversion tracking partner.

After you've selected your third party MACT partner, you will set up your app to track app installs and events to send to Twitter's system. For information on how to do this, consult you MACT partner's support documentation.  Once this is complete, the SDK in your app will send the Twitter ads system conversion events through to your Twitter Ads account. The Twitter ads system completes conversion attribution on your conversions based on the attribution window you set. Both post-engagement and post-view attribution are available on Twitter. You can select attribution windows for each (e.g. 1, 7, 14, 30, 90 days). To ensure matching conversions, make sure to configure your mobile measurment partner dashboard to the same attribution windows you set in your Twitter conversion events. 


Managing your conversion events

After you've created your mobile app events in your MACT partner dashboard, you will input your Twitter Ads account ID to configure the events. This will send the data to Twitter, and you will see your mobile app Conversion Events automatically appear in your Tools < Conversion manager. 

If they are successfully sending information from your tracking partner your event will show as "tracking". If your event is showing as "dormant", contact your tracking partner to troubleshoot. 

You can customize the attribution window you want to view your mobile conversions on by clicking "Edit" under each event in the Event Status column. 

You can set the following attribution windows:

  • Post-engage: Choose the time window for crediting Twitter with conversions that happen after a person engages with your ads. You can change this setting at any time and your conversion data will retroactively update.
  • Post-view: Choose the time window for crediting Twitter with conversions that happen after a person views (but does not engage with) your ads. You can change this setting at any time and your conversion data will retroactively update.

#ProTip: to ensure the conversions in your Twitter Ads account match those in your MACT partner dashboard, set the attribution windows that same for each event.

Mobile app conversion tracking FAQs

  • Can I use a MACT partner not on the above list?
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    At this time Twitter Ads mobile conversion tracking is only available with the above mentioned partners. 


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  • I'm not seeing my conversion events show as "tracking"
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    First, ensure you've properly setup your mobile conversion tracking events in your MACT partner dashboard. You'll have to send the events to your Twitter Ads account ID in order for them to appear. 

    If they're still not appearing, we'd love to assist you. Please file a support ticket to our team at ads.twitter.com/help.


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  • There's a discrepancy between my Ads manager and my tracking partner
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    The top reason for a discrepancy between your Twitter Ads UI and your mobile tracking partner is attribution window. Ensure that you've set the same attribution window in both your tracking partner dashboard and your Twitter ads account Conversion manager.

    Additionally, when CPI bidding is enabled, we will bill your app campaign on a 30 days post-engagement and 1 day post-view window. This cannot be changed by advertisers and is independent from what you set as an attribution window in the platform of your mobile measurement partner. Thus if your attribution windows for conversions are smaller than our 30 days / 1 day window, there can be spend without conversions. Rest assured that there have been installs happening from Twitter, we are just not showing them as conversions in the dashboard.       


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  • Why do my reported conversions change over time?
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    Twitter reporting is finalized within 24-48 hours of when impressions are served. Before that time, we estimate data to provide real-time feedback, but the data is subject to change. The Twitter conversion reporting UI has two process pipelines to display data. First, a streaming job directly collects page visits and purchase events from live log data and pulls metrics into reporting. Following that an ongoing batch process removes duplicate tag fires, adjusts conversion attributions, and handles identity merging for multi-device conversions.

  • Why can't I see campaign level data through my MACT Partner?
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    Please contact your Twitter Account Manager to request this custom setup.

More questions on app promotion?

Check out our related pages: Create an app install or re-engagements campaign | Optimize your app campaign | Setting up app cards


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