Advertisers on Twitter will be able to tell which ad campaigns generate more conversions using Twitter’s new reporting tool.
The ‘Conversion Lift’ reports will compare multiple Twitter Ads campaigns against one another to see which one drives the most value towards the marketing budget.
Twitter will automatically and randomly segment your “eligible” target audience into two groups: one that sees ads and the other that doesn’t.
Over the course of the campaign, the system calculates the incremental conversion lift and sees how it stacks up within both groups. Advertisers should receive the report around 2 to 3 weeks after the data has been collected.
Twitter claims that early tests have been successful.
“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.”
The move follows Facebook, which has incorporated a similar tool for some time for quite some time.
However, the Twitter tool analyses campaigns that aren’t site specific, so they can span Facebook, Twitter, Pinterest, Google, and other properties.
Conversion lift reports are available now worldwide to all managed clients. The tool can’t be used post campaign so advertisers need to set them up for the future.