Twitter simplifies conversion tracking & audience segmentation with universal tag

Twitter has finally hopped aboard the universal tracking tag wagon. It’s been in the works for some time, and now the universal website tag is available to all advertisers.

Now, instead of having to add a separate code to track each conversion event and build separate tailored audiences, advertisers just need to apply the one tag to the global header in their websites. (There is one exception: if you’re tracking an event that doesn’t result in a new web page loading after completion, then you’ll still use the singe event website tag.)

Once the tag is in place, advertisers can set up individual conversion events to track and tailor audiences in the Twitter UI.

The universal event tag allows you to build up to 200 audiences, whereas the single-event tag is limited to 25 audiences.

The tag is available globally in the Twitter Ads dashboard, and API access will be out within weeks.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.