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Twitter Updates Data Tracking Options for Website Click and App Install Campaigns

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Twitter has launched an improved website tag process to help advertisers maintain data on ad response, while it’s also announced an upgrade of its App Install campaigns to help developers drive higher engagement.

First off, on its new website tag – with the broader shift away from using third-party cookies for user response tracking, Twitter has re-built its website tag offering to provide first-party data to measure campaign attribution and response.

As explained by Twitter:

When someone clicks on a website ad, the Twitter Click ID’s unique identifier will be appended automatically in the URL. When the person lands on the website and the Twitter pixel fires, this ID will be captured, sent to Twitter, and used to attribute the site visit to the click.”

So rather than using cookie attribution, which is stored on a users’ device, and tracked by their identifier, Twitter’s new Click ID process is appended within the URL of the referral link. That’s a fairly simple way to get around any restriction due to the loss of cookie tracking – and Twitter says that, thus far, the process has generated good results:  

“Based on our tests, we have seen a 10x increase in Site Visits reported in Twitter Ads Manager.” 

I mean, that’s obviously going to be case sensitive to some degree, but it will provide another tracking option to help marketers keep tabs on ad performance.

In addition to this, Twitter also says that it’s improved its conversion optimization modeling, with its process now better at identifying people who are more likely to visit your website. It’s also made improvements to its Website Card format – “including better navigation to a full-screen browser, reduced loading time for websites, and improved usability of media controls”.

For App Install campaigns, Twitter says that it’s rebuilt its App Installs objective to provide more control and management options for marketers. 

“As part of this rebuild, we redesigned several of our most popular formats to drive higher engagement, increased mobile app impressions by 80%, improved prediction and measurement, and developed a faster and more intuitive campaign creation experience.”  

Twitter says that it’s improved its App Cards, adding more context and information (including app ratings, app price, and download details), while it’s also improved its prediction, bid optimization, supply and supply quality systems to help maximize campaign performance.

“We also upgraded our infrastructure and how our ad serving works within the Twitter timeline, which has resulted in a significant number of impressions that App Install advertisers are now winning in our auction.”

In addition to this, Twitter has also implemented new measurement solutions to help advertisers more accurately attribute installs “and navigate iOS 14’s upcoming app tracking transparency framework”.

Twitter recently provided an overview of how advertisers can prepare for Apple’s coming IDFA update, which is expected to significantly reduce the amount of response data available to advertisers over time.

There’s no way to know exactly how signficant the changes in cookie tracking and the coming IDFA update will be, but with these changes, Twitter’s looking to provide alternative data solutions for advertisers, which will enable them to keep tracking relevant response data to mitigate any losses.

We’ll have to wait and see how much they’ll be needed, and how well they work for each business.

Socialmediatoday.com

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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