There is no doubt that Twitter is ruling the roost in social media along with Facebook. So it is but natural that any announcement from Twitter will create ripples of excitement. Twitter also has become a popular place for businesses to advertise. This would explain why its conversion tracking capabilities were welcomed by existing and prospective advertisers.
Twitter announced in December 2013 that it was making its long-awaited tracking capabilities globally available. This will provide advertisers with more information about traffic and sources of traffic. As a result, this will allow them to make more informed advertising and marketing decisions.
We all know that Twitter offers promoted Tweets. Now with conversion tracking tags advertisers can check the impact their promoted Tweets are having on users and also get an idea of who is viewing their Tweets. The latter is usually called view-through conversion. Besides giving an insight into clicks, advertisers also will be able to check on Tweet expands, replies, follows, favorites and retweets. In fact, the conversion tracking attribute allows advertisers to adjust their preferences for after user engagement as well as after view conversion.
Before Twitter made its announcement in December it offered many advertisers an opportunity to test its conversion tracking. This included renowned retailers like Alex and Ani. As per Twitter, Alex and Ani were able to reduce their CPAs during the beta testing phase. In fact, the retailer had a 65 percent reduced CPA compared to their target. Even Live Nation claims that they could lower their CPA while testing Twitter’s new conversion tracking. This obviously indicates good news for all advertisers who are looking for optimal results without spending large amounts of money.
Using Twitter’s conversion tracking is pretty simple. Advertisers just need to place the tag onto their Thank You page of their websites and then the tracking begins working.