Twitter Ads Conversion Tracking

Key Takeaways

one of the most important things advertisers can do is track our conversions we need to be able to prove all the work that we're doing is really positively impacting the business and twitter ads is no exception so conversion tracking in twitter allows us to measure cross-device conversions after someone has viewed or engaged with a promoted tweet now let's run through the setup i have my twitter ads account open and this is one i just set up to play around with just using my personal twitter account but no matter what account you're in to start setting up conversion tracking we need to go to tools and of course conversion tracking before we even start setting up any types of conversions we need to make sure that the universal website tag is installed on your website and to find that we can click on this link right here it says view code and installation instructions now depending on what kind of website you have or what cms you use you can just highlight the code copy it and then paste it on the bottom of all your pages it says right in the instructions in the first paragraph it needs to go right before the closing body html tag the way i typically add this conversion tag to a website is using google tag manager so let's hop into my google tag manager account and we can show you how to do it this way once you're in your tag manager account you can click on new tags let's name our tag really quick under tag configuration go up to the magnifying glass and then we could search for twitter there under the more option we see twitter universal website tag that is exactly what we need first thing we need to do is enter in our pixel id now there are two ways to get your pixel id one i don't have the browser part of the url showing in this video but when you are logged into your twitter ads account the last component of that url will be your twitter id the second place where you can find your twitter id is exactly what i have blurred out within the html code portion for the twitter universal website tag code so i'm going to copy my twitter id and go back to google tag manager and now i have pasted it into the tag we'll go back to individual conversions later on for the most part i just want to get this tag added to every page of my website so i'm going to leave it as page view and then when i go down to triggering we can click on this block i'm going to select all pages click save before i submit i always like to preview my tag so we can click on the preview button and then let me open my website we can see in the preview mode right here that the page loaded and my twitter universal tag has fired so i know it's working so now jumping back into google tag manager we can leave preview mode and then let me publish my tag we can click submit name my version just so i know what changes occurred in case anything goes wonky after i submit and now i can click publish and now my twitter tag is live on every single page of my website so let's hop back into twitter ads again since i now have the website tag on every page in my website i'm going to click on return to conversion tracking and since i just created it the website tag is still pending but now i'm going to go up to create new conversion event so on my personal website the only conversion action that i consider important that a user can take is filling out the contact form and this conversion on my website is a url based conversion this is the easiest kind of setup if you're using the twitter universal tag so as always we need to name our conversions looking at the options for the type of conversion we have a few options to select we see there's page visit purchase download sign up and custom this is just a way for you to put your conversion types into specific categories mine technically is a site visit they do have to visit a specific page on my website to fill out this form by default we're going to use the universal website tag and that's already selected for us you'll see why this makes things really easy for whatever reason if you're not allowed to get the universal tag on the website you can use a single event website tag but i've never run into the situation of not being able to put the universal tag on the website to me if you can put the universal tag on the site you really don't need to do a single event website tag so i'm just going to go back to the default next we can include traffic that meets any of the following conditions there's all website visits which i definitely do not want to track as my conversion so we can update the selection you can choose an exact url or the url contains from my conversion action after someone fills out the contact form they are sent to a dedicated confirmation page i want to make sure that portion of the url for the confirmation page is added to this part of the goal setup if need be you can add additional conditions you're going to have the same options exact url or url contains you can add several conditions and that's fine just keep in mind the conditions work as an or factor so i don't have any downloads on my site but let's just pretend that i do and also pretending that this is the download confirmation url in this scenario if i leave this as the goal set up i'm letting twitter know count this as a conversion if someone fills out my contact form or download something on my website again you cannot set it up where the user has to perform both actions to count as a conversion so keep that in mind next you can set up your goal attribution window the post engagement window can go anywhere from as little as one day to as long as 90 days and for the post view attribution window it's the same length of days you can go as little as one or up to 90 days but if you really don't care about view through conversions at all you do have the ability to turn that off if you're happy with your setup click on their terms and conditions after you've read through every single word of them right and then we could save the conversion event now we can see that the conversion event has been created so let's go back to conversion tracking again and that's how easy it is to set up website-based url conversions but what if your conversion actions on your website aren't url based sometimes when you're working on an account you went around when they set up the website or the landing pages and the conversion actions that are important to you can sometimes fire with events and you have to track those events with google tag manager there is a way that you can do event-based goal tracking with your twitter ads and we're going to run through that so i went back to my website yes my super old haven't updated it in like six years website but on one of the pages that i actually do keep up to date there's a section where you can watch a playlist video of many of the appearances i've made on webinars or podcasts that sort of thing so for whatever reason let's just say that action is important to me if a user visits this page on my website and they start watching videos from my playlist i want to consider that action a conversion especially when i'm thinking about twitter and potentially more of a top of funnel approach having someone engaged with the video could be an important action to know that my top of funnel campaigns are working so let's create a new goal in twitter ads that is going to be based off of an event action a user can take on my website we're going to want to create a new conversion event i already have this thing named since i don't see a video views option right here i'm just going to leave it as custom now when i went through the universal website tag goal setup you saw that the only options were website visit goals for this option we want to use the single event website tag and to potentially save you some time you do have the option to automatically create a tailored audience from the single event tag we have already posted a video that goes through all the targeting options you have within twitter ads and tailored audiences are custom audiences that you can create for remarketing so in this instance i'm creating a goal based off of anyone who viewed a youtube video on my website if i check that box which i've already done i can also create an audience to use for remarketing based off of anyone who viewed a video on my website it's kind of like killing two birds with one stone even if you don't use it that's fine it doesn't really take any effort to set it up again specify your custom attribution windows i'm just going to leave it as is check that terms and agreement again and now we can save the conversion event after the event is created we now get a new piece of code that we have to add to the website so in the instructions on the page it's telling you to add it to a specific page of your website but ignore that we're talking about event based conversions here so let me highlight this entire piece of code i'm going to copy it and then let's head back to google tag manager again we want to create a new tag name it and for tag type we want to choose custom html here is where we can paste that single event code that twitter just gave me as for the trigger block i've already created the trigger action to start tracking whenever someone views a youtube video on my website and if you're really interested in how to track video views on your website from youtube videos we already have a video created and you can check that out in the link above i'm okay with this setup so let's click save and again we want to preview i am now in preview mode so let's head back to my website all right this specific youtube trigger will not work unless i start playing a video so let's test this out and there we see it highlighted right there so now i know i'm going to track conversions every time someone watches a video on my website and it's working so let's go back to twitter ads one more time i just want to end this video by showing you how you can add these conversion actions to your campaigns when you're going through the campaign setup process when you hit the ad group portion of the setup there's a few bid type options that you have while you're setting up your ad group no matter which bid type you choose you will have the option to change your optimization preference from link clicks over to website conversions and then when i'm looking at the key conversion metric here's where we see our main conversion actions where you can choose which conversion would be the main metric for the specific ad group so whether you have url based conversions or event based conversions you will be able to add both of those options to start tracking performance for your twitter ads campaigns thanks for watching our video if you found it useful give us a thumbs up below we release a new video at least once a week so if you want to see more from the paid media pros channel be sure to subscribe