Today, people use multiple devices on their path to purchase, which can make measuring the impact of a mobile ad campaign difficult – the existing tools that rely on cookies and last-click attribution often tell an incomplete story when measuring these cross-device conversions.
To address this, we’re introducing three updates to our conversion lift reports to help performance advertisers better understand the full impact of their Twitter Ads campaigns:
Optimize spend using daily updated results
Now updated on a daily basis, conversion lift reports offer a powerful new way to optimize your in-flight campaigns based on the lift they are driving in conversions. You no longer have to wait for your attribution window to complete in order to learn what incremental impact your campaigns drove for you. By identifying which of your campaigns is driving the highest performance, you can instantly make more informed choices about how to allocate your advertising budget.
Access cross-device insights
Deeper insights are available to help you understand the ROI your mobile campaigns are driving. For example, you can see how your mobile-targeted campaigns are driving downstream conversions and the value associated with those conversions — even if those campaigns are not last-click actions for your customer.
Receive reports directly within your Twitter Ads dashboard
Clients that have conversion lift reports enabled can now access them directly in Twitter Ads – simply click on the “Conversion Lift” tab within your Analytics dashboard.
In beta, we saw that people who were exposed to ads driving website conversions on both mobile and desktop devices were 52% more likely to make purchases than people who were only exposed on desktop. Marketers have long wondered about the role mobile plays in driving results — this data demonstrates why mobile should be an important part of their marketing strategy. The New York Times (@nytimes) was an early adopter of conversion lift reports, and used their insights to more wisely distribute their campaign budget:
Conversion lift reports give us valuable insight into campaign performance. This tool provides a clear look at the impact Twitter ads have within our broader media strategy, and helps us make more precise choices as we allocate spend.Shannon Marcotte Senior Manager, Social Media Marketing
In addition, we saw that people exposed to app install and app re-engagement campaigns were 15% more likely to convert vs. the control group — demonstrating that ad campaigns on Twitter yield powerful results. For people who engaged with an advertiser’s Promoted Tweets, the outcome looks even better — this group was 120% more likely to install an app or re-engage with an app.
Conversion lift reports are available to eligible clients running campaigns that drive website clicks and conversions and mobile app installs and re-engagements. To get started, you’ll need to set-up conversion tracking and create a campaign set to start at a future date. To learn more about conversion lift reports, reach out to your account team.