Understanding the impact of Twitter Ads through conversion lift reports

By ‎@ashrivas‎
Thursday, 15 October 2015

As all performance marketers know, understanding the incremental contribution of the clicks and views on your ad campaign is critical — particularly when you’re running mobile or cross-device campaigns. Last-click attribution is an inaccurate reflection of what’s driving results, because the average customer switches between multiple devices, platforms, and sites before making a purchase.

To help our advertisers consistently gauge the impact of ad exposure across devices, we’re introducing conversion lift reports — a custom data-driven report designed to help you better understand the impact your Twitter Ads campaigns are driving toward your bottom line.

How it works

Understanding the impact of Twitter Ads through conversion lift reports

When measuring a campaign for conversion lift, we automatically and randomly segment your eligible target audience into two groups: one that sees your ads (the test group) and another that doesn’t (the control group). At the end of the campaign, we calculate the incremental conversion lift of your campaign by comparing conversions across both the test and control groups, and then share this data with you in a custom report. The report offers valuable insights such as actionable targeting recommendations based on study results, conversion efficiency, transaction value lift gained through Twitter Ads, and more.

Understanding the impact of Twitter Ads through conversion lift reports

Illustrative example of a partial conversion lift report

Today, conversion lift reports can help you measure lift in three types of campaigns:

Early results
Over the last several months, we’ve seen positive results from advertisers who have tested the conversion lift reports in beta. People who are merely exposed to an advertiser’s Promoted Tweets are 1.4x as likely to convert on the advertiser’s website vs. the control group — demonstrating that simply seeing an ad on Twitter yields powerful results. The outcome proves even better for people who engage with an advertiser’s Promoted Tweets, as they are 3.2x as likely to convert on the advertiser’s website, compared with the control. All advertisers participating in the conversion lift study were mid to large performance advertisers in the retail, financial services, media, education and telecom industries (source: Twitter internal data).

Understanding the impact of Twitter Ads through conversion lift reports

Get started
Conversion lift reports can now be requested by all eligible clients, worldwide. To get started with conversion lift reports, you’ll need one or more campaigns set to start at a future date, as well as conversion tracking installed if you’re planning on measuring lift for websites or mobile app conversions. To learn more about conversion lift reports and inquire about your eligibility, please contact your account team.