Conversion tracking for websites - Twitter for Business

Learn about how to add and use conversion tracking for websites with Twitter Ads. Adding website pixels to your site's pages can help you track a customer's ... Skiptomaincontent Business Conversiontrackingforwebsites ConversiontrackingenablesyoutomeasureyourreturnonadspendbytrackingtheactionspeopletakeafterviewingorengagingwithyouradsonTwitter. Onceconversiontrackingissetup,you'llalsobeabletotrackcross-deviceconversions.ThismeansevenifsomeoneviewedyourPromotedAdontheirmobiledevicebutconvertedontheirlaptop,theconversionwillbeaccuratelyattributedtoyourcampaign. New!EventsManager(PreviouslyConversionTracking)isthenewcentralizedhubtomanageyourTwitterWebsiteTag,aswellas,setupconversioneventstotelloursystemwhatactionsyouwanttotrack.ThecurrentversionofEventsManagerwillhouseonlyweb-basedconversionevents,whileConversionTrackingwillcontinuetohostmobileapp-basedevents. Setup Improvecampaigns Verifytags Advancedconversiontracking Analytics CustomAudiences ContentSecurityPolicy Reportedconversions Third-partytools GoogleTagManager Tealium TagManbyEnsighten Signal   Setup Improvecampaigns Verifytags Advancedconversiontracking Analytics CustomAudiences ContentSecurityPolicy Reportedconversions Third-partytools GoogleTagManager Tealium TagManbyEnsighten Signal WatchthisvideoforanoverviewonhowtocreateaTwitterWebsiteTag: Yourbrowserdoesnotsupportthevideoelement.   HowtosetupconversiontrackingwithEventsManager 1.Chooseyourwebsitetag Therearetwotypesofwebsitetagstochoosefrom: Universalwebsitetag:asinglehtmlcodesnippetthatcanbeplacedacrossyourentirewebsitetotrackmultiplesiteactionsorconversions.Werecommendusingthiswebsitetagtotrackmultipleactionsinaconsistentmanner. Single-eventwebsitetag: auniquesnippetofcodethatcanbeusedtotrackasingle nonlandingpageloadingaction,suchasasubscribebutton. Formostadvertisers,werecommendusingtheUniversalWebsiteTag,asitsimplifiesthetaggingprocessandallowsfortrackingofauser’sjourneyacrossyourentirewebsite. Inrarecases,youmayneedaSingleEventTagtotrackaconversionforanon-pageloadingevent(i.e.downloadinga whitepaperorsubmittingaregistrationform). Note:IfyourkeyKPIisSiteVisits,werecommendusingaJavaScriptuniversalwebsitetagtotakeadvantageofthebenefitsofClickID.ClickIDisauniqueidentifierthatisautomaticallyappendedintheURLtoprovideareliablemethodtotracksitevisitsinaworldwithoutthird-partycookies.Weplantoexpandtoconversioneventsinthefuture.ReadmoreaboutClickIDhere. 2.Generateandinstallyourwebsitetag  Onceyou’vedecidedonthetypeoftagyouwanttouse,it’stimetogetitgeneratedandaddedtoyourwebsite. Todothis: a.Logintoyouradsaccountat ads.twitter.com b.Under“Tools,”select“EventsManager” NotseeingaToolstabinyouraccount?Thisislikelybecauseacreditcardhasn’tbeenaddedtoyouraccount.Findhowtoaddone here.   3.ImplementtheTwitterWebsiteTagHTMLCodeandCreateyourconversionevent(s) Onceyourtagisplacedonyoursite,it’stimetocreateyourconversionevent.Thatis,you'rereadytotellyourtagwhatyouwantittotrack.Ifyouoptedforasingle-eventtag,thisiswhereyou’llcreatethataswell. Thefollowingpagewillappearifyouhavenotsetupyoureventsource(e.gUniversalWebsiteTagorSingleEventTag) Selectyourwebsitetagtype Agreetothetermsofuse PastethiscodesnippetjustbeforetheclosingHTMLtagofyourwebpage,orinsideacontainertagortagmanagementsystem.Youmayneedadeveloperortechnicalresourcetohelpyouimplementit. Pleaseseethird-partytoolstrackingsectionbelowforstep-by-stepinstructionsontagmanagementsystems. Note:AUniversalWebsitetagonlyneedstobeinstalledonyourwebsiteonce,andcanbeusedacrossmultiplecampaigns.Noneedtocreateanewwebsitetagforeachcampaignyourun. Wanttotrackmorethanoneconversiononyoursite?You'lldothisbycreatingaconversioneventforeachconversionyouwantyourtagtotrack. Inputtheinformationyouwouldliketotrack.Forexample,ifyouwouldliketotrackSiteVisitsyouareabletoselectthe"typeofconversion"andthefollowingURLrules. Conversiontypes: Sitevisit: Uservisitsalandingpageonanadvertiser’ssite Purchase:Usercompletesapurchaseofaproductorserviceontheadvertiser’ssite Download:Userdownloadsafile,suchasawhitepaperorsoftwarepackage,fromtheadvertiser’ssite Signup:Usersignsupfortheadvertisersservice,newsletter,oremailcommunication Custom:Thisisacatch-allcategoryforacustomactionthatdoesnotfallintooneofthecategoriesabove Websitetags: Ifyouselectedasingle-eventwebsitetag,thiscodewillbegeneratedwhenyousavetheform. Toplacethetag,copyordownloadthecodesnippetbelowandpasteitbeforetheHTMLtagofallpagesonyourwebsiteorinsideacontainertagortagmanagementsystem.Youmayneedadeveloperortechnicalresourcetohelpyouimplementit. Pleaseseethe third-partytoolstrackingsection belowforstep-by-stepinstructionsontagmanagementsystems. URLmatching:  Generally,werecommendusingthe"URLContains"matchruleoverthe"ExactURL"matchrule,asthelatterlookstomatchtheURLexactlyasgiven,includingURLquerystringparametersandtheprotocolofthepage(i.e.‘http’and‘https’).URLstringqueryparameterscanvarybetweenusersandsitenavigationpaths,sowerecommendyouonlyselect‘ExactURL’inveryrareandspecificusecases. Attributionwindows: Post-engagementattributionwindows: SelectthetimewindowforcreditingTwitterwithconversionsthathappenafterapersonengageswithyourads.Someexamplesofengagementcanincludelikes,Retweets,follows,replies,orURLclicks.  Theoptionsforpost-engagementattributionwindowsare1,2,3,5,7,14,20,60,and90days.Ifyou’renotsurewhichwindowtoselect,werecommendthedefaultsettingof14days.Ifyouchangethissetting,yourconversiondatawillberetroactivelyupdated,sofeelfreetocomebacklaterandexperimentwithdifferentattributionwindow. Post-viewattributionwindow: “Post-view”referstowhensomeoneonTwitterseesyourPromotedAdanddoes not engagewithit,butlatervisitsyourwebsiteandconverts.PeopleonTwitteroftensee,read,andviewmediainyourPromotedAdswithoutclickingonthem.Assuch,includingpost-viewattributiongivesyouinsightintoconversionsyoureceivedbutweren’tactuallychargedanengagementfor. Theoptionsforpost-viewattributionwindowsareOff,1,2,3,5,7,14,30,60,and90days.Ifyou’renotsurewhichsettingtochoose,werecommendthedefaultof“1dayafterview”. Wanttotrackotherconversions?Repeatthissteptocreateconversioneventsforothermetricsyouwanttotrack. Inalmostallcases,aparticularconversiontypeshouldonlybeusedonceonyourwebsite.Creatingseveralconversioneventsofthe same conversiontypecanleadtoduplicateddatainyourTwitterAdsdashboard.  4.Includeyourconversioneventinyourcampaign Onceaconversioneventiscreated,youwillbeabletoselectitfromthecampaignform. Todothis: a.Select“Createanewcampaign”fromyouradsaccount b.Afterfillingoutthecampaigndetails,youwillbepromptedtofilloutyouradgroupdetails c.Whilecompletingadgroupdetails, selecting“Websiteconversions”under“Optimizationpreference”.Thiswillcreateanewfield“Keyconversionmetric”whereyoucanselectyourconversionevent. Formorehelpwiththecampaignform,checkoutthese step-by-stepinstructionsforcreatingawebsitetrafficcampaign.   Howtouseconversiontrackingtoimprovecampaigns BuildinggreatdirectresponsecampaignsonTwitterAdsisallabouttestingdifferentstrategies,measuringwhatworks,anddoublingdownbycreatingmorecampaignssimilartothesuccessfulones.Continuethiscycleuntilyou’rehappywiththethecostperaction(CPA)you’reseeingfromyourTwitterAds.Mostsuccessfuladvertisersgothroughthiscycleregularlytomakesuretheircampaignsarefullyoptimized: Createaconversioneventspecificallyfortheconversionyou’dliketotrack.Thesecanbegeneric(websitevisits,leadformsubmissions,sitewidepurchases)orspecific(ticketsalesforanevent). Createconversioneventsfordifferentpartsofyourconversionfunnel.Forexample,createaSiteVisitconversioneventforyourproductlandingpage,andaseparatePurchasesconversioneventforyourcheckoutconfirmationpage.ThisgivesyouinsightintohowwelltrafficfromTwitterisconvertingoncetheygettoyoursite. BuildafewgreatdirectresponsePromotedAdcampaignstodrivecustomerstotherightspotonyourwebsite. MakesureyourTweetcopyisfocusedondrivingtheconversion Makesureyourtargetingmatchespotentialcustomers(i.e.websitevisitorsthroughwebsiteactivityaudience). TestvariationsonTweetcopyandtargetingacrossmultipledifferentcampaigns.Themorethingsyoutry,thesooneryou’llfindthekeytodrivingactionfromyourcustomersonTwitter. Monitoryourcampaignanalyticstodiscoverwhichcampaignsaredrivingthemostconversionsatthelowestprice(CPA).Allocatemoreofyourbudgettothesesuccessfulcampaignsandtrycreatingmorecampaignssimilartothem. Inadditiontofollowingthiscycleofoptimization,implementingthesebestpracticescanhelpyoudrivethemostvalueoutofconversiontracking: HaveatargetCPAinmind.Thiswillhelpyouoptimizetowardagoalandidentifywhichcampaignsareworkingandwhichneedimprovements. TrackconversionsatboththecampaignandtheTweetlevel.UsethistodigintowhichTweetcopyisworkingbesttomakeevenmoregranularoptimizations. Websitetagscanbeusedacrossmultiplecampaigns.There'snoneedtocreatenewwebsitetagsforeachcampaign.Whenyouchoose“websiteconversions”astheoptimizationpreferenceforacampaign,youmustspecifyoneofyourwebsitetagsasakeyconversion.Thisrepresentsthetagorsiteactionthat'smostimportanttoyouforthatcampaign.   Howtoverifywebsitetagsaretracking Ifyouhaveanyissueswithyourwebsitetag,please downloadourtroubleshootingguide.  Onceyou’veplacedthewebsitetagcode,returntothe"EventsManager"tabinTwitterAdstoverifythestatusofyourwebsitetag. ForSingleEventTags,youwillseethestatusinthemaindashboardofEventsManager.ForUniversalWebsiteTags,youmayseethetrackingstatusviatheTwitterPixelHelperavailableonGoogleChrome.IfyoucreateaUWTconversionevent,anditisactive,youmayassumethewebsitetagisworkingcorrectly. Thereare3differentstatustypesforwebsiteconversionevents: Active:Activityhasbeendetectedwithinthelast24hours Inactive:Activityhasnotbeendetected Norecentactivity: Activityhasnotbeendetectedwithinthelast24hours YourtagbeginssendingdatatotheTwitterAdsUIthefirsttimesomeonevisitsyourtaggedwebpage.Yourtagdoesn’tneedtobe"active"inourUItocollectdata,butifyou'reexperiencingproblemswithyourtagorjustwanttobethorough,pleasecompletethefollowingstepstoexplorethecodefromyoursiteandverifythatyourwebsitetagisplacedandworkingproperly. UsingGoogleChrome Gotothedrop-downmenuonChrome:View>Developer>DeveloperTools> Network Type"Twitter"infiltersearchboxandrefreshthepage LookforTwitterconversiontagsandmatchthepixelIDtotheIDfromourAdsUI Checkthatit'saconversiontag.ItshouldlookexactlylikethesyntaxintheAdsUI Checkifthestatuscolumnsays"200" Checkthattherearetwopixelsinstalled,onefordesktopandtheotherist.coformobile Containertagsshouldalsoappearhere UsingMozillaFirefox Gotodrop-downmenuonFirefox:Tools>WebDeveloper>Network Sortby"Domain"andrefreshthepage Scrolldownandlookfor"analytics.twitter.com"and"t.co" LookforTwitterconversiontagsandmatchthepixelIDtotheIDfromourAdsUI Checkthatthey'reconversiontags.TheyshouldlookexactlylikethesyntaxintheAdsUI Checkifthestatuscolumnsays"200" Checkthattherearetwopixelsinstalled,onefordesktopandtheotheroneist.coformobile Containertagsshouldalsoappearhere     HowtosetupadvancedconversiontrackingtomonitorcampaignROI YourwebsitetagcanalsobeusedtogainanunderstandingoftheROIofyourPromotedAdcampaigns,includingthetotalrevenueortotalconversionvalueyourcampaigngenerated,andtotalnumberofitemspurchased. Conversiontrackingautomaticallylogstrafficandthepathsomeonetakesthroughyourtaggedpages,buttorecordhowmuchsomeoneisspendingortheamountthey’rebuying,youneedtoapplythepropertageventtypeandattributevaluestoyourbasecode.Inthisinstance,you’llwanttousethe“Purchase”tageventtype. Pleasenote:Thepurchasetagmustexecutedindependentlyof'PageView'tagtype,otherwisethedynamicvalueswillbeoverwritten. Theuniversalwebsitetagpurchasecodeisbelow: Codecopiedtoclipboard Requiredparameters: value:referstotheactualvalueoftheitemoraction'sconversionbeingtracked. num_items:reflectsthenumberofitemspurchasedfortheconversion,formosthardcodedimplementationsthisvaluewillbe'1'. Ataminimum,youmustdefine‘value’,‘currency’,and‘num_items’forthepurchasetageventtype. Ifyou'renotintheUnitedStates,orareusingacurrencyotherthantheUnitedStatesDollar,you’llneedtoreplace‘USD’withtheabbreviationofthelocalcurrency.     Analyticsforwebsiteconversiontracking Onceyou’vesetupawebsitetag,reportingforwebsiteconversiontrackingisavailableinthe"Campaigns" tab.You’llseethenumberofconversionsdrivenatthecampaignorTweetlevel,aswellasrelatedmetricssuchasimpressions,engagements,spend,andCPA. Youcanseeresultsforyourconversioneventsbyselecting"CustomizeMetrics".  Then,scrolltothe"Conversions"sectionofcustomizablemetrics,andselecttheconversioneventtypesyouwanttoview.  Theseanalyticsarealsoavailableviaadownloadable.csvfileunder"ExportData"withinAdsManager.  Thecampaigndashboardwillshowconversionsbyconversiontype.Forexample,ifyou'reinterestedintrackingtwodifferenttypesofpurchases,youmaywanttosetoneupas“purchase”tagandtheotherasa“custom”tagtoreportonthetwoseparately. Otherwise,thedownloadable.csvoffersanoptiontobreakoutconversionsbyconversioneventname.Post-viewandpost-engagementconversionsarealsobrokenoutseparately.Todothis,select"WebsiteConversionsbytag"whenexportingyourmetrics.     WhatareWebsiteActivityCustomAudiences? WebsiteActivityAudiencesfromthewebsitetagenableyoutoreachpeopleonTwitterwhorecentlyexpressedinterestinyourproductsbyvisitingyourwebsite.WebsiteActivityAudiencesusesthesamewebsitetagforconversiontrackingfromthispage.LearnmoreaboutWebsiteActivityAudiences. Pleasenote: Forwebsitetrafficcampaigns,betterperformanceisseenwhentheWebsiteActivityCustomAudienceisusedintargeting.     ContentSecurityPolicydetails Wehaveaddeda302redirectruleforourOnlineConversionTrackingTag(oct.js)andUniversalConversionTrackingtag(uwt.js).Theredirectworksasfollows: https://platform.twitter.com/oct.js==>https://static.ads-twitter.com/oct.js https://platform.twitter.com/uwt.js==>https://static.ads-twitter.com/uwt.js IfyouhaveawebsitethathasarigidContentSecurityPolicy(CSP),pleaseaddads-twitter.comtoit.     Whydomyreportedconversionschangeovertime? Twitterreportingisfinalizedwithin24-48hoursofwhenimpressionsareserved.Beforethattime,weestimatedatatoprovidereal-timefeedback,butthedataissubjecttochange.TheTwitterconversionreportingUIhastwoprocesspipelinestodisplaydata. First,astreamingjobdirectlycollectspagevisitsandpurchaseeventsfromlivelogdataandpullsmetricsintoreporting.Then,anongoingbatchprocessremovesduplicatetagfires,adjustsconversionattributions,andhandlesidentitymergingformulti-deviceconversions.     Third-partytrackingtools Pleasenote:third-partyinterfacesmaynotreflectthecapabilitiesofourwebsitetrackinginTwitterAdsManager,andtheymayonlypertaintoinformationcollectedbythatthird-party.   GoogleTagManager 1.LogintoyourGoogleTagManageraccount:https://tagmanager.google.com/#/home 2.SelecttheappropriateWorkspaceassociatedwithyourwebsite’scontainer. 3.Select“Tags”fromtheleft-handnavigationmenuandclick“AddATag”. 4.Whenprompted,select“Chooseatagtypetobeginsetup…”.Fromtheright-handpane,select“TwitterWebsiteTag”fromthelist. 5.Giveyourtagatitle.Otherwise,itwilldefaultto“UntitledTag”. 6.WithintheTwitterAdsUI(ads.twitter.com),logintoyouradsaccountandclickTools>Conversiontracking. 7.Ifprompted,generateyournewUniversalWebsiteTag.Otherwise,click“Viewcodeandinstallationinstructions”. 8.Withinthecodesnippet,copyyourpixelIDfromthelinethatresembles“twq(‘init’,‘twitter_pixel_id’);”.Inthescreenshotbelow,thepixelIDis‘nuqtg’.YourpixelIDwillbeuniquetoyouradsaccount. 9.WithintheGoogleTagManagerform,pasteyourpixelIDintheTwitterPixelIDfield. 10.SelecttheappropriateTwittertageventfortheactionyouwanttotrackonyourwebsite. 11.Addthenecessaryparametersforthetagevent.Assignstaticvaluesordynamicvaluesfromyourdatalayerforeachtagparameter.Forexample,the“Purchase”tageventwilltypicallyinclude“value”and“currency”parameters: 12.Addthenecessarytriggerstohavethetageventloadonaspecificsetofwebpages.Forexample,the“Purchase”eventtypicallyfiresonorderconfirmationpages,soourexampletagtriggeronlyloadsthetagwhen“purchase”iswithinthepageURL.YourtriggerswillbespecifictoyoursiteconfigurationandURLstructure. 13.Completesimilarstepsforallstagesofthesite—i.e.donotfire'PageView'tageventwhenthe'Purchase'tageventfires.   Tealium 1.FromyourTealiumdashboard,clickthe“Tags”>“+AddTag”. 2.SearchfortheTwitterUniversalWebsiteTag,thenclick“+Add”. 3.Giveyourtagatitle.Otherwise,it'lldefaultto“TwitterUniversalWebsiteTag”. 4.WithintheTwitterAdsUI(ads.twitter.com),logintoyouradsaccountandclick Tools>Conversiontracking. 5.Ifprompted,generateyournewUniversalWebsiteTag.Otherwise,click“Viewcodeandinstallationinstructions”. 6.Withinthecodesnippet,copyyourpixelIDfromthelinethatresembles“twq(‘init’,‘twitter_pixel_id’);”.Inthescreenshotbelow,thepixelIDis‘nuqtg’.YourpixelIDwillbeuniquetoyouradsaccount. 7.WithintheTealiumUI,pasteyourpixelIDintheTwitterPixelIDfield. 8.Setyour"LoadRules"toappropriatelyloadthetagontherelevantpagesofyourwebsite.LoadRulesdeterminewhenandwheretoloadaninstanceofthistagonyoursite.The"LoadonAllPages"ruleisthedefault.Toloadthetagonaspecificpage,createrelevantconditionstoapplytotheconfiguration. 9.Setyour"DataMappings".Mappingistheprocessofsendingdatafromadatasource,inyourDataLayer,tothematchingdestinationvariableintheTwitterUniversalWebsiteTag. Belowisanexampleofasetofdatamappingsforthistag.YourDataSourcenamesdonotneedtomatchtheexample.Thisexampleassumesafullyconfigurede-commerceextension. 10.Click“Publish”intheTealiumUItopublishthenewlycreatedtagstoyourdevelopment,staging,orproductionenvironments. Ifyouhaveanyquestions,pleasereadTealium’sdetaileddocumentation.     TagmanbyEnsighten 1.FromyourTagMandashboard,searchforthe“TwitterUniversalWebsiteTag”withintheTagManlibrary: 2.Giveyourtagatitle.Otherwise,it'lldefaultto“TwitterWebsiteEventTag”. 3.WithintheTwitterAdsUI(ads.twitter.com),logintoyouradsaccountandclick Tools>Conversiontracking. 4.Ifprompted,generateyournewUniversalWebsiteTag.Otherwise,click“Viewcodeandinstallationinstructions”. 5.Withinthecodesnippet,copyyourpixelIDfromthelinethatresembles“twq(‘init’,‘twitter_pixel_id’);”.Inthescreenshotbelow,thepixelIDis‘nuqtg’.YourpixelIDwillbeuniquetoyouradsaccount. 6.WithintheTagManUI,pasteyourpixelIDintheTwitterWebsiteTagIDfield. 7.Setthe“TagEventType”fieldtooneoftheTwittertageventtypes:PageView,ViewContent,Search,AddToCart,AddToWishlist,InitiateCheckout,AddPaymentInfo,Purchase,Signup,CompleteRegistration,orDownload. 8.Dependingonyourselected“TagEventType”,configurethenecessaryparametersfortheevent. Note: EachTwittertageventhasasetofrequiredandoptionalparameters.Forexample,the“ViewContent”eventrequiresthe“content_ids”and“content_type”parameters. 9.Configurethetagfiringconditionsforthetageventtype. 10.Savetheconfigurationandrepeattheabovestepsforeachtageventyouwanttofireonyourwebsite. 11.Publishthenewlycreatedtagstoyourdevelopment,staging,orproductionenvironments.     Signal 1.LogintoyourSignalaccount here. 2.NavigatetoTags>AddaTag>searchfor"TwitterConversion">choose"TwitterUniversalWebsiteTag(JavaScript)" 3.SetupaPageViewtagfortrackingallsitevisits:(conditionallyfireeverywhereexceptpurchase/checkout) 4.Assigninputstowherethetagisexecuted(allpagesexceptcheckout). 5.Createasecondtagtotrackpurchaseconversions,ifapplicable. 6.Assigninputstowherethetagisexecuted(purchase/checkout). Previousarticle Nextarticle Readytogetstarted? Createanad ByusingTwitter’sservicesyouagreetoourCookiesUse.Weusecookiesforpurposesincludinganalytics,personalisation,andads. OK ThispageandcertainotherTwittersitesplaceandreadthirdpartycookiesonyourbrowserthatareusedfornon-essentialpurposesincludingtargetingofads. Throughthesecookies,Google,LinkedInandNewsCredcollectpersonaldataaboutyoufortheirownpurposes. Learnmore. Accept Decline