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



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”.

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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.

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Twitter Launches New ‘Twitter Create’ Mini-Site to Highlight Monetization Opportunities for Creators



Twitter Launches New 'Twitter Create' Mini-Site to Highlight Monetization Opportunities for Creators

Creators are the new currency for social media networks, with every platform now working to sweeten its deal in order to keep the top creative talent posting to their apps, and keep their fans coming back to check in on the latest.

And today, Twitter’s taking its latest step in working to boost its creator appeal, with the launch of a new Twitter Create mini-site, which will host a range of tips, insights and examples designed to help creators maximize their Twitter presence.

The new site, which you can check out here, includes specific sections for creators in different verticals to help guide them on how to maximize their Twitter presence.

Tap on ‘Podcasters’, for example, and you’re taken to a dedicated page of tips for how to promote your show, including notes on which specific Twitter products you can utilize.

Twitter Create

Obviously, given the focus on monetization, Twitter’s newer offerings, like Super Follows and Spaces are the main push, with each providing new ways to make money from what you do in the app.

Scroll down further in any topic stream and you’ll find case studies, notes, and other blog posts that can help to guide you in the right direction.

Twitter Create

The site provides a good overview of Twitter’s various monetization avenues, in nine different categories, while there’s also a range of blog posts and notes that can help to guide your tweet approach.

Twitter’s monetization tools, thus far, haven’t really caught on, with Twitter Blue not yet becoming a key contributor to the platform’s revenue, and other offerings also, based on Twitter’s most recent performance update, failing to drive any significant income for the company.


But they do offer opportunity, and there are some users that are indeed driving significant benefit from these additions. The trick for Twitter now is to help creators maximize take-up, and build their own offerings to better incentivize people to pay for content, which is not a habitual behavior in the app.

That’s been a key challenge for its creator monetization tools thus far – people have always been able to read your tweets for free, why would they start paying for the privilege now? That hesitation seems to be a key tipping point that Twitter needs to overcome, and up till now, it’s been reliant on the creators themselves to come up with more compelling subscription offerings, in order to add value to their platform presence.

This new platform aims to provide more specific guidance on this element, which could make it a valuable resource for those considering their add-on options to incentivize subscribers, while newer additions like Super Follower Only Spaces provide more, simple add-on tools that can push creators in the right direction as to how they can enhance their Twitter presence for a paying audience.

Which is really what needs to happen. People aren’t going to pay for your tweets, no matter how witty you may think you are, but they will pay for exclusives and additional engagement offerings that can make them more aligned to your presence.

Up till now, Twitter hasn’t been great at articulating this, hence the low take-up of these tools. But this new platform provides more direct guidance, which could provide a boost for its monetization tools.

You can check out the new Twitter Create mini-site here.

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