Twitter's New Website Conversions Objective

Two years have passed since Twitter officially introduced the Twitter Audience Platform (TAP), a network that helps advertisers extend their campaigns across thousands of popular apps, reaching both Twitter and non-Twitter users.

TAP has been extremely popular among advertisers with strong branding objectives. However, during the second half of 2016, Twitter made significant enhancements to the platform, including the addition of website inventory, which can be leveraged through the new Website Conversions objective, and TellApart’s bidding and predictive technology, making it a more appealing landscape for pure performance advertisers.

Twitter’s commitment to becoming a performance oriented platform hasn’t gone unnoticed, as the recent success of this new objective is generating a lot of excitement among performance advertisers. Though the Website Conversions objective is available in the US, and it is in the process of launching in Canada and other markets, we expect a full rollout of this objective in early 2017.

According to Twitter, advertisers that are using the Website Conversions objective to retarget their website visitors on mobile and desktop receive, on average, 2.5X the volume of conversions versus similar campaigns using the Website Visits objective (formerly called teh Website Clicks or Conversions objective).

How It Works

Website Conversions campaigns use data from Twitter website tags and thousands of data points on and off Twitter, including interest and intent signals, to optimize your campaign and maximize conversions while meeting or exceeding your cost-per-conversion or cost-per-acquisition goal. The internal algorithm is also enhanced with TellApart’s technology, which includes unique cross-device targeting capabilities, something that Twitter has been missing for a while.

How to Setup Your First Website Conversions Campaign

You can set up your first Website Conversions campaign in 3 simple steps:

Step #1: Setup Your Tracking Tag

Make sure you have set up your universal website tag across the entire site. To install the universal website tag, simply go to tools, then select “conversion tracking”:

Then click on the view code and installation instructions links to find your code snippet:

If the status of your tag is unverified, it means that your website tag hasn’t sent any data from your website yet. You need to ensure the tag is properly set up across the site and your status is listed as “Verified.”

Step #2: Setup Your Conversion Event

Defining your conversion event is extremely important. Twitter's system will use this event as your end goal and will try to maximize conversions based on the event or events that you have pre-defined. 

To set up your first conversion event, go back to conversion tracking and select “Create new conversion event”:

twitter-creating-conversion-event.png

You can specify the type of event (conversion) that you would like to track. Under the “Include traffic that meets any of the following conditions” sections, you can specify the exact URL you would like to track as your conversion. For example, if your end goal is sales, you may want to select the URL you direct your users after a purchase has been made (e.g. yourwebsite.com/thank-you).

We typically recommend using the Exact URL selections for landing pages where the URL remains constant. However, if your URL changes with every conversion or if you would like to track micro-conversions based on users that have landed on multiple pages or sections of your site, you'll likely then want to select the “URL Contains” option as opposed to “Exact URL.”

Step #3: Create Your Campaign and Launch!

Once you have your tracking in place, you can simply create a campaign. Using the drop down menu in your main dashboard select “Website Conversions.”

After selecting the Website Conversions objective, simply follow the indicated steps, similar to any other campaign objective, and launch!

Note: You'll need to enter your cost-per-conversion goal under the CPA field. When selecting a CPA, we recommend starting with 5% to 10% over your desired goal; this will allow Twitter's system a little more “breathing” room when optimizing your campaigns.

Final Thoughts

Twitter is continuing to increase their direct response product offering, and having the ability to optimize for conversions reinforces their commitment to performance marketing. We look forward to seeing how Twitter's new Website Conversions objective performs outside the U.S. as this new objective competes with the big direct response players, Facebook and Google, and provides a significant advantage to advertisers.