One of the main concerns for digital marketers and advertisers is whether they can measure the success of a campaign, effectively and precisely. With Facebook offering more and more thorough tools to measure campaign effectiveness, it was Twitter’s time to make a move towards this direction.
Also Read: Twitter Ads Are Now Available in Every Country
Twitter introduced is Conversion Lift tool, which is essentially a custom data-driven report designed to help advertisers better understand and quantify the results of their Twitter Ads campaigns, and measure whether they are driving toward their bottom line.
The rationale behind this new report is that every day millions of users perform numerous contextual and device switches, so the existing technique of measuring last-click attribution is becoming obsolete as it cannot prove that a user has not switched devices.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
So how does it work? When running an ad, Twitter automatically segments your audience into those who’ve seen the ad and those who haven’t. By measuring the conversion rates across both groups, advertisers can see whether their campaign has been successful overall.
Twitter has been preparing this new feature and has been running tests in the background for several months now. Those tests showed that people who are exposed to an advertiser’s promoted tweets are 1.4x more likely to convert, while those who engage with them are 3.2x more likely to convert, when compared to the control group.
You can find more information here.
You might also like
More from Twitter
Twitter CFO: Trump Ban Is Permanent
According to Twitter's CFO, Trump will never be allowed back on its platform - even if he became president again.
Instagram, TikTok, And Twitter Team Up To Fight Username Hacking
Username hacking consists of stealing rare and coveted usernames on platforms like Instagram, and then sell them for a profit.
Twitter Acquires Newsletter Service Revue
Twitter is looking to expand into newsletters with the acquisition of Revue, a Dutch newsletter service.
Twitter Announces Birdwatch, A Community-Driven Approach To Misinformation
Twitter has announced a new community-driven way to address misinformation on its platform called Birdwatch.
Twitter Acquires Social Podcast App Breaker
Social podcast app Breaker has announced its acquisition by Twitter and the closure of its app on January 15.
Twitter Will Wipe Out All Followers From The @POTUS Account
Joe Biden will need some new followers, as Twitter announced its plans to wipe out all followers from the @POTUS …
Twitter Is Shutting Down Periscope
Another one bites the dust! Twitter announced that it's shutting down Periscope, but keeping native live video streaming in its …
Twitter Is Bringing Back Its Verification Program In January
After pausing its verification program in 2017, Twitter has now announced that it's bringing it back on January 20, 2021.