Advertisers now able to measure ROI with Twitter's Promoted Tweets

Last week Twitter announced a new conversion tracking tool which will enable advertisers to monitor impressions and engagements from Promoted Tweets more accurately.

Overview

1. Promoted Tweets are currently one of the most popular options for advertising on Twitter allowing a company to show selected tweets in a user’s timelines even if they are not a follower. Brands can choose how to target users based on a number of options including gender, location, users similar to current followers and how they access Twitter.
2. When an advertiser launches a Promoted Tweet campaign, for example announcing a 2-4-1 offer, they will insert a purchase conversion tag onto their confirmation page. When a user comes along, clicks the link in the Tweet and decides to make a purchase, this will register on Twitter’s analytics program.

Key Takeaways

• The new tool is likely to attract advertisers far and wide who are looking to increase their use of social media to promote campaigns with the added benefit of being able to measure success based on Return on Investment.
• Although it doesn’t provide the advertiser with information on who has made the purchase it will allow them to establish which campaigns are most successful.

Next Steps

• Although there are no examples yet of how brands have used this tool, the benefits mean it won’t be long before we start seeing successful case studies and these are more than likely to garner media attention.