The social network says its new measurement and reporting tool should help advertisers better understand the impact of impressions and user engagement.
Zak Stambor , Managing Editor
Twitter Inc. is giving marketers a deeper look into whether their ads are leading to online purchases—or any other goal they have for their ads on the social network.
The social network today announced that it making conversion tracking available to all advertisers. The tool, Twitter says, aims to help advertisers better understand the impact of impressions and user engagement related to Promoted Tweets and its other ad units. A Promoted Tweet is an ad unit that enables marketers to pay to increase the prominence of a post.
For example, if a shoe retailer wants to measure how a specific Promoted Tweet campaign drove purchases on its web site it can use the tool to create a “purchase” conversion tag and place it on its purchase confirmation page. Twitter would match each purchase against the consumers who viewed or engaged with the retailer’s Promoted Tweet campaign. The marketer can then access a report on Twitter that shows the total number of users who converted and the cost per action without identifying any individual who viewed or engaged with the Promoted Tweet.
Marketers can set a maximum time windows to credit Twitter between when the shopper saw or interacted with a Promoted Tweet and when the conversion took place. Marketers can access the tool on Twitter’s ad page, ads.twitter.com.
The rollout of the new tool presents the latest effort by Twitter to give marketers more ways to market to its user base following its initial public offering of stock last month. For instance, Twitter recently introduced retargeting and expanded its Promoted Accounts ad unit to consumers’ timelines on mobile devices.