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.ĭynamic 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. Each image can drive consumers to a different website or product landing page, driving various advertiser objectives. Brands can display a primary hero image with smaller thumbnail visuals below. As we continue to build upon our performance roadmap, we’re excited to continue to drive value for our customers with upcoming product launches, such as:Ĭollection Ads: This new format will bring a new way for advertisers to storytell and showcase their products to consumers. To build a more effective performance advertising business, we are increasing our investment across various initiatives, including updates to our optimization models, conversion options, and measurement solutions. *Source: Data from internal Twitter testing in Q2 2022 comparing campaigns optimizing for Purchases vs.
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This product is now currently available via Android for all advertisers, with an iOS launch to follow in the future.
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In early testing* we saw the following results:Ĩ9% of advertisers saw a reduction in cost-per-purchaseĪ 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 We are taking the first step towards fulfilling our promise of making Twitter a great place for driving lower funnel outcomes for performance advertisers with App Purchase Optimization.Īpp 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 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. You can read more about how advertisers are tapping into CAPI in this success story, and more about the Twitter Pixel and Conversions API on the Twitter Ads Help Centre. 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. 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.ĬAPI 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.
Improved Web attribution: This 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.Įasier measurement set-up and troubleshooting: We also simplified our event creation process, which helps advertisers more seamlessly set up their measurement solutions, and introduced updates to our Pixel Helper Chrome extension. 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. The new Twitter Pixel is a new measurement solution that enables conversion tracking.
Here’s a closer look at what we’ve been up to: Our new and improved Twitter Pixel We’ve been hard at work since our last update, and have now hit an important milestone that creates value on top of the measurement and optimization solutions we launched earlier this year. We’re excited to share that the new and improved Twitter Pixel, Conversion API, and App Purchase Optimization are launching globally to all Twitter Advertisers. Scaling our performance advertising and measurement solutions for advertisers
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