Website conversion tracking and remarketing made easier and more flexible

Wednesday, 30 March 2016

Over the last two years, advertisers have used Twitter’s website tag to measure website conversions across multiple devices and platforms. They’ve also used the website tag to improve their ad targeting — creating tailored audiences based on meaningful signals of intent, such as a previous website visit or a view of a product page.

Today, we’re introducing the universal website tag for all advertisers globally, a new tool that makes it easier for advertisers to track website conversions and manage tailored audience campaigns. This tool is available in addition to our existing single-event website tag, which is available should you need to track conversions for a non-page loading conversion event (e.g., JavaScript email submit or registration form).

Easy implementation and lower maintenance
Previously, you needed to create a new snippet of code for each conversion event you wanted to track and each tailored audience you wanted to build. With the universal website tag, you can install a single snippet of code — the universal website tag — across your entire website by placing it in a global page header, on every page of your site, or in a third-party tag manager. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.

Website conversion tracking and remarketing made easier and more flexible

You can even extend your conversion tracking to more events in your conversion funnel or new landing pages, and build more specific tailored audiences based on particular categories or pages viewed. With the universal website tag, you can build up to 200 audiences, compared to the maximum 25 audiences with the single-event tag.

Website conversion tracking and remarketing made easier and more flexible

How it works
Let’s say that Janice runs an e-commerce jewelry store, and she wants to measure how many people are visiting her site and purchasing jewelry online. After installing the new Twitter website tag, she can create conversion events through her Twitter Ads account: one for all site visitors, and one for anyone who reaches her purchase confirmation page — giving her the ability to track both sets of customers with just one tag.

Janice can also use the universal website tag to create a tailored audience segment targeting people who have viewed jewelry on her website. She can take this a step further, and create more granular audience segments, targeting those who viewed just rings:

Website conversion tracking and remarketing made easier and more flexible

And those who visited a product page featuring just bracelets:

Website conversion tracking and remarketing made easier and more flexible

Strong performance in beta
Over the last few months, we’ve heard about how the universal website tag has given our advertisers increased flexibility and ease — enabling them to deploy more precise targeting and advanced measurement strategies:

“With the upgraded Twitter website tag we have gained speed, ease, and simplicity when creating campaigns. It helps us to better understand our campaigns and provides better retargeting/remarketing campaigns with more granular audiences. Now we can track our entire domain and segment our remarketing audiences based on the offers with the most interest.” - Toni Conde, Marketing Online Executive, Bahia Principe

“This new website tag makes it easier than ever to implement and adapt our strategy over time without subsequent code changes. By leveraging the website tag for Purina, we are able to set up an online remarketing ecosystem that identifies people throughout the sales cycle and cater our Promoted Tweets on Twitter accordingly in order move them along the funnel.” - Malone Sheppard, Partner Manager, SocialCode

Users have privacy choices
While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices for users. Twitter users can simply uncheck the box next to “Promoted content” in their privacy settings, and Twitter will not match their account to information shared by our ads partners for tailoring ads. Additionally, because Twitter supports Do Not Track (DNT), Twitter does not match users’ accounts to browser-related information to tailor ads for them when they have DNT enabled in their browser. And to avoid overly specific targeting, we have a minimum audience size for tailored audiences. Learn more about our privacy settings on our help center.

Get started
The universal website tag is available now in the Twitter Ads dashboard to all advertisers globally, with API access rolling out within the coming weeks. To get started with the new website tag, visit and click on the Tools menu, and then select conversion tracking. To learn more, visit our help center or reach out to your account team.