Twitter Debuts Twitter Pixel, Conversions API, App Purchase Optimization

Twitter introduced three new performance advertising tools Tuesday: a revamped Twitter Pixel, a Conversions API (application-programming interface) and App Purchase Optimization. These new options join Site Visit Optimization, Aggregated Measurement and Events Manager, which the social network debuted in January. Measurement tool Twitter Pixel enables conversion tracking, which Twitter called in a blog post Tuesday “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 brings improved web attribution, enabling advertisers to measure more actions than previously available, such as when someone adds an item to their digital shopping cart. The event creation process for Twitter Pixel was also simplified, and updates to the Pixel Helper Chrome extension will help advertisers better understand the impact of their campaigns and whether they are implementing the Twitter Pixel properly. The Conversion API, being introduced to all advertisers, is a measurement solution that lets them connect to Twitter’s API endpoint and send conversion events to Twitter from their servers without using third-party cookies, with Twitter explaining in its blog post, “This launch is a part of our efforts to improve value for businesses while maintaining our privacy and security commitments by relying less on third-party cookies.” The API also enables advertisers to measure conversions without using the Twitter Pixel and placing a tag on their site, and multiple data signals can be used in this fashion, including email addresses or Twitter Click ID. Finally, Twitter said in introducing App Purchase Optimization, “In the world of app ads, performance talks—and the performance that most app advertisers care about is not simply installs, but driving lower-funnel actions such as purchases. We are taking the first step toward fulfilling our promise of making Twitter a great place for driving lower-funnel outcomes for performance advertisers with App Purchase Optimization.” The option lets advertisers deliver ads to the people who are most likely to install the app or make a purchase, using machine learning to determine those audiences, and Twitter said that in early testing, 89% of advertisers saw a reduction in cost per purchase, with a median 30.4% decrease compared with Install Optimization when using Click Billing and a median 12.8% decrease in cost-per-purchase versus Install Optimization when using Impressions Billing. App Purchase Optimization is currently available to all advertisers via Android, with iOS to follow. Twitter offered a preview of the next batch of performance marketing features in the pipeline, writing, “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. As we continue to build upon our performance roadmap, we’re excited to continue to drive value for our customers with upcoming product launches.” Those include Collection Ads, which will give advertisers a new way to tell their stories and showcase their products by displaying a primary hero image with smaller thumbnail visuals, with each image driving people to a different website or product landing page to help advertisers achieve various objectives. The social network’s Website Conversions optimization model will undergo a major rebuild to help advertisers reach people more likely to convert on lower-funnel actions such as making purchases or adding items to their cart. And Dynamic Product Ads will enable advertisers to 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.

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Twitter Debuts Twitter Pixel, Conversions API, App Purchase Optimization

They join performance marketing tools Site Visit Optimization, Aggregated Measurement, Events Manager, which were introduced in January

David Cohen

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