Two new measurement solutions for performance marketers on Twitter

Tuesday, 3 May 2016

The need to evaluate how impressions, clicks, and engagements impact an ad campaign has become a crucial part of gauging performance success. To help our advertisers assess the impact of clicks and ad exposure, we recently released two new tools related to the measurement of performance campaigns on Twitter — universal website tag and conversion lift reports.

Universal website tag

The new universal website tag makes it easier for advertisers to track website conversions and manage tailored audience campaigns. It’s now possible to install one single snippet of code across your entire website to create and manage multiple conversion events and tailored audiences on Twitter.

Two new measurement solutions for performance marketers on Twitter

You can even extend your conversion tracking to more events in your conversion funnel or new landing pages, and build more specific tailored audiences based on particular categories or pages viewed. With the universal website tag, you can build up to 200 audiences, compared to the maximum 25 audiences with the single-event tag, which was introduced two years ago.

Our single-event website tag remains available, should you need to track conversions for a non-page loading conversion event (e.g., JavaScript email submit or registration form).

Toni Conde, Marketing Online Executive, Bahia Principe, says: “With the upgraded Twitter website tag we have gained speed, ease, and simplicity when creating campaigns. It helps us to better understand our campaigns and provides better retargeting/remarketing campaigns with more granular audiences. Now we can track our entire domain and segment our remarketing audiences based on the offers with the most interest.”

Conversion lift reports

We recently introduced conversion lift reports, a data-driven report to help you better understand the impact of your Twitter Ads campaigns on your website traffic and conversions. This allows you to understand the incremental conversion lift of your campaign. It does this by comparing conversions across test and control groups by using the conversion data from the website tag or other Twitter approved measurement solutions.

Eligible clients that have conversion lift reports enabled can now access them directly in Twitter Ads.

Two new measurement solutions for performance marketers on Twitter

Now updated on a daily basis, conversion lift reports offer a powerful new way to optimize campaigns based on the lift they are driving in conversions. You no longer have to wait for your attribution window to close in order to learn what incremental impact your campaigns drove for you. By identifying which of your campaigns is driving the highest performance, you can instantly make more informed choices about how to allocate your advertising budget.

Mirjam Esveld, Social Media Manager, at KLM, says: “Conversion lift reports enable us to understand the impact of Twitter ads campaigns across our target audiences. This tool gives us valuable insights into how to allocate budgets and optimize our campaigns on Twitter.”

Get started

The universal website tag is available now in the Twitter Ads dashboard to all advertisers globally, with API access rolling out within the coming weeks. To get started with the new website tag, visit, click on the Tools menu, and select conversion tracking.

Conversion lift reports are available to eligible clients running campaigns to drive website clicks and conversions and mobile app installs and re-engagements. To learn more about conversion lift reports and how to activate them, reach out to your account team.

Users have privacy choices

While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices for users. Twitter users can simply uncheck the box next to “Promoted content” in their privacy settings, and Twitter will not match their account to information shared by our ad partners for tailoring ads. Additionally, because Twitter supports Do Not Track (DNT), Twitter does not match users’ accounts to browser-related information to tailor ads for them when they have DNT enabled in their browser. And to avoid overly specific targeting, we have a minimum audience size for tailored audiences. Learn more about our privacy settings on our help center.