Twitter offers its own conversion tracking solution to measure and track the efficacy of your Twitter ad campaigns. This blog post will cover how conversions are tracked, what you need to do to install the tracking pixel successfully, and additional best practices when installing the tracking pixel on your website.
How Twitter Website Conversions are Tracked
In order to report on website conversions from your Twitter Ads, you’ll need to place the conversion tracking pixel onto your website. This is the tracking code that will count conversions that occur on your website and attribute them back to your Twitter Ads.
Conversions are counted when a user interacts with your Promoted Tweet on Twitter’s web or mobile properties and completes the desired action on your website. The tracking pixel will count a conversion when the action is completed. For example, if you’re tracking sign-ups, any time a user that interacted with your ad lands on the confirmation page, a conversion will be counted.
This log is matched to the active Twitter users who viewed and/or engaged with the specific ad within the attribution window. The conversion is attributed to this ad.
Bonus Tip: When to Use Longer Attribution Windows
If you’re marketing a high-consideration product that requires a longer sales cycle, consider using longer attribution windows than the default settings for post-view and post-engagement.
Checklist for Installing the Tracking Pixel Successfully
Placing the Twitter conversion tracking pixel on your website is an absolute must in order to accurately measure campaign performance and optimize your Twitter Ads. Make sure to complete this checklist to avoid setbacks with campaign reporting:
- Decide what to measure. You have the following options
- Make a list of all of the pages you would need the pixel on to track your conversions
- Copy and paste the entire Tracking Pixel (Note: If you’re tracking Purchase conversions, you must enter the ‘sale_amount’ and ‘order_quantity’ every time it appears before you copy and paste the code to your site)
- Keep a list of all the pages you installed the tracking pixel on
- In your conversion settings, set a longer attribution window, especially for longer sales cycles, to properly attribute the post-view and post-engagement
- Measure view-through conversions by setting a post-view attribution window
Best Practices for Installing Your Tracking Pixel
If You Have a Separate Mobile Site, Add the Pixel on Those Pages
78% of Twitter users are mobile, so the majority of your traffic is likely to be mobile. Tagging your mobile pages captures that traffic, and helps you monitor all conversion paths.
Track Any Page Where a User Can Convert
Tagging all pages where conversions may take place allows you full view into Twitter’s contribution to your purchase funnel.