Twitter has launched into general availability its private beta test that allows advertisers to track whether ads lead to a purchase. This conversion tracking is the latest in its stream of new tools for advertisers.
How does it work?
To track, a retailer creates a “purchase” conversion tag and inserts it into the confirmation “thank you” page indicating that a purchase has been made. The tag will relay a purchase event to Twitter, if the user who clicked on the Promoted Tweet gets to that page. Twitter can then report the number of users converted and cost per action (CPA), without identifying the user. The conversion tracking tool had been in private beta for several months.
The company noted that its conversion allows for setting attribution windows, which determine the maximum time for crediting Twitter with a sales conversion. Attribution windows can be set to include URL clicks, as well as tweet expands, retweets, replies, favorites or follows, in addition to post-view conversions that happen if a user buys the product some time after viewing an ad.
The company cited several advertisers who have been using the tool. One, a multichannel retailer named Alex and Ani reported that it was able to reach a cost per action 65 percent lower than its target. Another user, takeout service GrubHub Seamless, used conversion tracking to optimize its campaigns.
Brad Shimmin, an analyst at industry research firm Current Analysis, pointed out to CMSWire that it's unclear if the Twitter conversion tracking can occur if the sale takes place on a site not run by the retailer, such as Amazon Marketplace.
The tool is one of a variety of efforts undertaken in recent months by Twitter to increase its appeal to advertisers. In December, it made generally available its test use of Promoted Accounts in the home timeline, in addition to the previous placement in Who to Follow suggestions. Promoted Accounts recommend accounts of brands to follow, based on the user’s publicly-available list of who is being followed.
The company also recently added broad matching of keyword targeting, to improve the ability to reach users based on keywords employed in conversations “by automatically expanding their targeted keywords to include related terms.”