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

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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.

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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”.

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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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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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