Twitter announces the launch of its conversion tracking system. This will be available globally and allows its advertisers far better insights into how their Twitter ads programs are driving conversion rates on their sites.
With Twitter’s conversion tracking tag, it captures the impact of users who has engaged with Promoted Tweets versus those who simply viewed a Promoted Tweet.
“It’s critical for advertisers with direct response objectives to be able to understand the impact of Twitter ads on their bottom line.” Twitter blog
Using Twitters conversion tracking, an advertiser would first create a “purchase” conversion tag and place it on their purchase confirmation page. When a customer reaches that designated page, the tag then reports back to Twitter that a purchase event has occurred.
Twitter then matches that event against the Twitter users who have viewed and or engaged with any valid Promoted Tweet campaign.
Twitters campaign analytics then reports to the advertiser the total number of users that converted and cost per action (without identifying who viewed or engaged) with the advertisers Promoted Tweet. This information allows the advertiser to concentrate their campaign activities on the programs that drive the best cost per sales purchase ratio.