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Twitter Unveils New Conversion Tracking Features

Posted on 3.11.2015

Marketers are constantly looking to improve their performance and in order to do so they must have the most accurate and detailed analytics possible.

To help marketers in this quest Twitter has unveiled two new conversion tracking features called transaction values and key conversion tags.

Through the new transaction values feature, marketers are able to view sales (e.g. conversion value) that are driven by their Promoted Tweet campaigns. The analytic information derived from the new feature is aggregated and reported back to marketers in their Twitter Ads analytics dashboard. The second new feature released by Twitter, key conversion tags, enables marketers to optimize their campaigns by allowing them to select a single conversion event to track. This selection also lets marketers view “distilled analytics” within Twitter’s Ads, displaying only the types of conversion they care about most during specific campaigns.

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“In the 30 days since beginning beta testing, Live Nation has run Promoted Tweet campaigns using the Website Card to drive ticket sales for popular music acts. @LiveNation’s analytics now reveal that they drove a return on ad investment of 819% during the testing period,” states the official blog post from Twitter announcing the new features.

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