Enhancements to conversion tracking for web

Thursday, 26 February 2015

Conversion tracking for web is a key tool for performance marketers to drive advertising success on Twitter. Today we are pleased to announce the global availability of two enhancements — support for transaction values and key conversion tags — that help you get even greater value out of your Twitter investment.

Transaction values
The transaction values feature lets you view the sales (or conversion value) that your Promoted Tweet campaigns drove. If you’ve implemented our website tag already, you can make some simple changes to the tag to start collecting conversion values and order quantities for each conversion. These values are aggregated and reported back in your Twitter Ads analytics dashboard to provide insights on your ROI from your Promoted Tweet campaigns. If you aren’t using conversion tracking yet, it’s easy to get started by creating a tag in your Twitter Ads UI and implementing it within your site.

Enhancements to conversion tracking for web

@LiveNation, who tested the transaction values feature in beta, found that it is shedding new light on the business results they are driving with Twitter Ads. Live Nation’s business revolves around events, so Twitter’s real-time platform for shared event experiences has been a natural fit for @LiveNation’s marketing efforts. In the 30 days since beginning beta testing, Live Nation has run Promoted Tweet campaigns using the Website Card to drive ticket sales for popular music acts. @LiveNation’s analytics now reveal that they drove a return on ad investment of 819% during the testing period.

Enhancements to conversion tracking for web

Key conversions
The new key conversion tag feature lets you choose a single conversion event for the campaigns you want to optimize. This selection also lets you view distilled analytics within Twitter’s Ads UI, showing only the types of conversions you care most about during a particular campaign. Of course, you’ll still see detailed reporting on all conversion types for your campaign within our analytics dashboard, in addition to the new key conversions.

Suppose a flower shop wants to use Twitter Ads to drive more sales of their Easter bouquets. Once the shop places a website tag on the final conversion page for the bouquet and selects that tag as the key tag for their campaign, Twitter can automatically start to optimize the campaign towards driving more conversions on the bouquet sale page. The shop will also have the ability to view the number of bouquet purchases in their Twitter Ads analytics dashboard, as soon as those conversions occur. Because Twitter conversion tracking works in a cross-device fashion, even if a user sees the flower shop’s ad on a mobile device but later converts on a desktop, Twitter Ads analytics will be able to track and report that conversion.

If you’re ready to get started with these new conversion tracking enhancements, sign up for a Twitter Ads account or log in to ads.twitter.com.