Twitter adds new dedicated way to drive website conversions

Twitter has enhanced its tools for advertisers who need to track website conversions throughout the entire sales process. Available in beta to those in the U.S., the newest monetization objective focuses on ensuring marketers, and even retailers, can properly target ads where there’s a high likelihood of a purchase.

Objective campaign performance around Twitter ads were introduced in 2014. At the time, the company claimed that the offering would “make it easier for advertisers to create and optimize successful marketing campaigns — and pay only for the actions that are aligned with their marketing objectives.” It included not only ways to track website clicks, but also conversion tracking. But now Twitter has separated the two, following feedback from advertisers who seek additional capabilities.

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To use the new website conversion tracking, advertisers need to implement Twitter’s website tag to track and optimize activity. In addition, key conversion events must be set, and cost per conversion goals have to be specified.

In order to ensure proper retargeting, advertisers will be able to leverage not only Twitter’s Audience Platform (formerly called Twitter Publisher Network), which extends ads beyond Twitter’s properties onto third-party publishers, but also the predictive shopping and bidding expertise of TellApart, which Twitter acquired in 2015.

“We are seeing strong results from advertisers using the new Website Conversions objective, and we expect this to be a powerful tool for those looking to retarget their customers as we head into the holiday season,” said Richard Alfonsi, Twitter’s vice president for global online sales. “By leveraging our core assets, including the Twitter Audience Platform and TellApart, the Website Conversions objective can help advertisers get more scale and performance for their campaigns.”

In addition to this new website conversion objective, advertisers can still use the company’s website clicks offering, which has been rebranded as “website visits.” It’ll continue to have the same features and customization options as before, and previously orchestrated campaigns won’t be affected by this change.