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Improved Ad Campaign Tracking Tools on Twitter

For Internet advertisers of all kinds, Twitter is fast becoming the place to be. Consider the numbers:

  • 288 million active users tweeting monthly
  • 500 million tweets sent daily
  • 80% of active tweeters using mobile (Twitter)

With this in mind, advertisers will need a better way to manage their Twitter ads. Fortunately the micro-blogging site has just launched two new ad conversion tracking tools, both of which will help advertisers gain better insight into ad campaigns run on Twitter.

The two new tools are:

  • Transaction Values
  • Key Conversion Tags

Transaction Values

While advertisers may have previously used website tag for remarketing, now they can use it to track their sales figures as well. By making some simple changes begin collecting order quantities and conversion values for each conversion. Twitter Ads analytics dashboard will then display the aggregated value and reporting.


Advertisers will be able to see their ROI from their Promoted Tweet Campaigns. If not already using conversion tracking, now would be a good time to start. Simply create a tag in Twitter Ads UI and begin implementing it within a website. This new feature allows digital marketers to measure sales that were directly driven by Promoted Tweets.


LiveNation, a Beverly Hills, California-based company that promotes concerts and  live-events, finds Twitter’s real-time platform a natural fit for its business model. Live Nation beta tested the Transaction Values feature on Twitter for over a month with Promoted Tweet campaigns using the Website Card to increase ticket sales, and the results they logged were impressive. The analytics of @LiveNation reveal that the company earned a ROAS of 819% in the test phase.

Key Conversion Tags

With the key conversion tag feature advertisers can select the single conversion event that is most important to them and optimize for it. They then receive gleaned analytics within their Twitter Ads UI that show only that conversion type. And they can still get all their conversion type reporting for their campaigns within their analytics dashboard at any time.

As an example, a boutique bakery might turn to Twitter to drive more sales of its cakes for a specific holiday. All it needs to do is place a website tag on the final conversion page of the cake sale and then select this tag as the key campaign tag. Twitter will then optimize the bakery’s campaign to generate more conversions on the cake sale page. The bakery will be able to view all the cake purchases within the Twitter Ads analytics dashboard, all in real time.

Contact Position² to deploy B2B advertising campaigns on Twitter now!

Team Position2

March 3, 2015

By Team Position2