Today, Twitter has announced the global availability of long-awaited conversion tracking capabilities. Conversion tracking gives advertisers better insights into how Twitter ads are driving conversion actions on their sites.
Twitter’s conversion tracking tag captures the impact of users who engaged with Promoted Tweets as well as those who simply viewed a Promoted Tweet, what’s often referred to as a view-through conversion.
In addition to clicks, engagement attribution includes Tweet expands, retweets, replies, favorites and follows. Advertisers can adjust the attribution window for both post-engagement and post-view conversions.
Several advertisers have been testing Twitter’s conversion tracking over the past few months, including retailer Alex and Ani. According to Twitter the retailer was able to generate conversions with a CPA that was 65 percent lower than their target. Ryan Okum, SVP of social media at Live Nation, also said his company was able to achieve lower CPAs with conversion tracking during beta testing.
As with most other platforms, advertisers simply need to place the Twitter conversion tag on the thank you page of their sites to begin tracking. Twitter Analytics reports conversion counts and cost per action data.