Twitter Introduces New & Updated Performance Advertising & Measurement Solutions for Advertisers
Twitter announces the launch of Twitter Pixel, Conversion API, and App Purchase Optimization globally to all Twitter Advertisers. The social media giant counts this as an important milestone that creates value on top of the measurement and optimization solutions launched earlier this year.
New and improved Twitter Pixel
The new Twitter Pixel is a new measurement solution that enables conversion tracking. Conversion tracking is the backbone of performance advertising - it enables advertisers to measure their return on ad spend by tracking the actions people take after viewing, clicking, or engaging with ads on Twitter.
What does the new Twitter Pixel do?
- Improved Web attribution: The new Pixel comes with additional functionality, such as allowing advertisers to measure more actions than before, such as when someone adds an item to their digital shopping cart.
- Easier measurement set-up and troubleshooting: Twitter simplified the event creation process, which helps advertisers more seamlessly set up their measurement solutions, and introduced updates to our Pixel Helper Chrome extension. This will help advertisers better understand the impact of their web campaigns and provide clearer support when checking to see if the Pixel is implemented properly.
Introducing: Conversion API (CAPI)
CAPI is a measurement solution that enables advertisers to connect to Twitter’s API endpoint and send conversion events to Twitter from their servers without using third-party cookies. This launch is a part of our efforts to improve value for businesses while maintaining privacy and security commitments by relying less on third-party cookies.
Commenting on the updates, Antoine Caironi, Interim Regional Director, MENA said, “Twitter’s audiences are its superpower, they’re leaned in and actively want to hear from brands on the platform. As such, it’s incredibly important for us to ensure marketers are able to easily reach their audiences, when they’re most receptive, while also measuring successes. Our latest product updates are in line with our continued commitment to elevating and improving experiences across the platform. From advertising to measurement solutions, we look forward to driving greater value for customers.”
CAPI can also help improve optimization and ad targeting without the need for a Twitter Pixel, which is the first time an advertiser can finally connect data to see conversions without placing a tag on their site. Multiple data signals with Conversion API (CAPI) can be used—including Twitter Click ID or email addresses to send conversion events to the API endpoint and help advertisers further understand actions that people are taking as a result of their advertising.
Advertisers are tapping into CAPI and the Twitter Pixel and Conversions API solutions.
Introducing: App Purchase Optimization
In the world of App ads, performance talks - and the performance that most app advertisers care about are not simply installs but driving lower-funnel actions such as purchases. The platform is taking the first step towards fulfilling its promise of making Twitter a great place for driving lower funnel outcomes for performance advertisers with App Purchase Optimization.
App Purchase Optimization enables advertisers to deliver ads to people most likely to install an app or make a purchase by using machine learning to identify audiences that are more likely to take an action. In early testing* the following results were recorded:
- 89% of advertisers saw a reduction in cost-per-purchase
- A median 30.4% decrease in cost-per-purchase compared to Install Optimization when using Click Billing and a median 12.8% decrease in cost-per-purchase compared to Install Optimization when using Impressions Billing
This product is now currently available via Android for all advertisers, with an iOS launch to follow in the future.
*Source: Data from internal Twitter testing in Q2 2022 comparing campaigns optimizing for Purchases vs. campaigns optimizing for Installs.
Looking ahead
To build a more effective performance advertising business, Twitter is investing in various initiatives, including updates to optimization models, conversion options, and measurement solutions. As they continue to build upon Twitter’s performance roadmap, they aim to drive value for customers with upcoming product launches, such as:
- Collection Ads: This new format will bring a new way for advertisers to storytelling and showcase their products to consumers. Brands can display a primary hero image with smaller thumbnail visuals below. Each image can drive consumers to a different website or product landing page, driving various advertiser objectives.
- Web Conversion Optimization: We will be conducting a major rebuild of our Website Conversions optimization model that will help improve the way we reach people who are more likely to convert on a lower-funnel Website action, such as making a purchase or adding an item to their cart.
- Dynamic Product Ads: This is a new ad product that will dynamically deliver relevant products to the right person, at the right time, based on their activity both on and off Twitter, in order to help drive sales or conversions.
