Objective: Enable conversion tracking for Twitter Ads within the platform.

 

Desired Result: Gain insights into the conversions generated by your Twitter Ads campaigns and their respective values.

 

Prerequisites:

• Google Tag Manager must already be operational on your website.
• You must have a Twitter Ads account.

 

Significance: Understanding the number of conversions and their monetary value per ad empowers you to optimize your campaigns effectively.

 

Location: Configuration takes place in Google Tag Manager and Twitter Ads Manager.

 

Frequency: Implement whenever new conversions or websites need tracking within Twitter Ads Manager.

 

Personnel: Analytics or paid advertising personnel are typically responsible.

 

Environmental Setup:

 

• Install the Twitter Pixel Helper extension for Google Chrome.

 

 

Generating Your Twitter Universal Tag:

 

• Log in to your Twitter Ads account.
• Navigate to Tools → Conversion Tracking.

 

 

• Click “Generate website tag for conversion tracking” after you have accepted the terms and conditions.”

 

 

• Save the generated code for later use.

 

 

Installing Your Universal Website Tag via Google Tag Manager:

 

• Access Google Tag Manager.
• Choose the relevant account.

 

 

• Click on Tags > New.

 

 

• Name your tag appropriately.

 

 

• Go to the Tag Configuration section and select “Custom HTML.”

 

 

• Paste the previously saved code into the HTML section.

 

 

• Choose the appropriate triggering option: either “All Pages” or define specific conditions.

 

 

• Click ‘Submit.’

 

 

Determining Conversion Events:

 

• Identify the events to track based on your objectives.
• Common events include Site Visit, Purchase, Download, Sign Up, or Custom actions.
• Most businesses track Site Visits, Sign Ups, and/or Checkouts.

 

Generating Conversion Events:

 

• Log in to your Twitter Ads account.
• Go to Tools → Conversion Tracking.

 

 

• Click “Create New Conversion Event.”

 

 

• Set up the conversion event with a descriptive name.

 

• Choose the type of conversion from the list provided.

 

 

• Select the Universal Website Tag.
• Specify the traffic conditions indicating successful event occurrences.
• Set the Attribution Window for accurate reporting.

 

Verification of Setup:

 

• Open your website in Google Chrome.
• Perform the action that triggers the conversion.
• Use the Twitter Pixel Helper extension to ensure the tag is detected.

 

 

• Verify the setup in Twitter Ads Manager under Tools → Conversion Tracking.
• Ensure the “Website Tag” status for your events shows as “Tracking.”

 

 

• If the status remains “Unverified,” recheck the triggering action and wait for updates.
• If issues persist, seek assistance from a web developer.