Conversion tracking for websites

Conversion tracking for websites enables you to measure your return on investment by tracking the actions a user takes after viewing or engaging with your ads on Twitter. Twitter’s conversion tracking lets you attribute conversions beyond last URL-click, to include actions driven by all types of ad engagements (like clicks, retweets, or favorites) and impressions. Set up 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 conversion tag. On other ad platforms, the website conversion tag is commonly referred to as a tracking script or a “pixel.”

Twitter Ads website conversion tracking 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?

An online retailer might set up conversion tracking to see when users who have viewed a Promoted Tweet make a purchase on their website. A B2B technology company could use conversion tracking to learn which of their Twitter Ads campaigns is driving the most lead submissions. If your business doesn’t depend heavily on customers taking specific actions on your website, you may not need to set up website conversion tracking.

How do I set it up?

Visit the new Conversion tracking tab in Twitter Ads to create, name, and generate the code snippet for one or more website conversion tags.  After you place the conversion tag on your website, it will begin measuring conversions from Twitter users.

Conversion tag name

Give your conversion tag a descriptive name. You may want to track a general conversion event (“Newsletter sign ups,” for example) and place the same conversion tag on every confirmation page on your website. Or, you may wish to track a more specific conversion event (“Back to School sale purchases,” perhaps) and place the conversion tag on a single page of your website.

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 favorites, Retweets, follows, @replys, or URL clicks on your Promoted Tweet. The options for post-engagement attribution windows are 1, 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, 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.”

How can I use conversion tracking to improve my campaigns? 

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 acquisition (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 tag specifically for the conversion event 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).

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

  2. 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.

    • Conversion tracking works best with campaigns that are targeted to Twitter users on desktop computers, so consider excluding mobile targeting for your conversion oriented campaigns.

  3. 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.

  • Conversion tags can be used across multiple campaigns. No need to create new conversion 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?

Once you’ve placed the conversion tag code, return to the Conversions tab in Twitter Ads. You can verify the status of your conversion 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

See the screen shot below to view how the statuses display in the interface.

If you need to edit or delete the tag later you can do so via the the “Conversions” tab by clicking on the “manage” wheel.

Analytics for website conversion tracking

Once you’ve set up a conversion 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 tab.

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