Twitter has announced a slate of updates to the current performance advertising products & measurement solutions, such as Twitter Pixel, Conversion API, and App Purchase Optimization, that will be launching globally to all Twitter Advertisers.
The new performance advertising updates build on the development of measurement and optimization solutions launched earlier this year by Twitter.
Twitter Pixel
The updated Twitter Pixel is a new measurement solution that enables conversion tracking. Conversion tracking is 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. Here is what the advertisers will be enabled to do:
Improved Web attribution: This new Pixel comes with additional functionality, such as allowing advertisers to measure more actions than before, such as when someone adds an item to their digital shopping cart.
Easier measurement setup and troubleshooting: Twitter has simplified the event creation process, which helps advertisers more seamlessly set up their measurement solutions, and introduced updates to Pixel Helper Chrome extension. This will help advertisers better understand the impact of their web campaigns and provide clearer support when checking to see if the Pixel is implemented properly.
Conversion API (CAPI)
The platform is also introducing Conversion API (CAPI) to all advertisers. CAPI is a measurement solution that enables advertisers to connect to the API endpoint and send conversion events to Twitter from their servers without using third-party cookies. This launch is a part of the efforts to improve value for businesses while maintaining privacy and security commitments by relying less on third-party cookies.
CAPI can also help improve optimization and ad targeting without the need for a Twitter Pixel, which is the first time an advertiser can connect data to see conversions without placing a tag on their site. Multiple data signals with Conversion API (CAPI) can be used—including Twitter Click ID or email addresses, to send conversion events to the API endpoint and help advertisers further understand actions that people are taking as a result of their advertising.
App Purchase Optimization
For App ads, the performance that most app advertisers are inclined to be not limited to installs but driving lower-funnel actions such as purchases. This new update is designed to drive lower funnel outcomes for performance advertisers with App Purchase Optimization.
App Purchase Optimization enables advertisers to deliver ads to people most likely to install an app or make a purchase by using machine learning to identify audiences that are more likely to take action.
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