With the holiday shopping season fast approaching, all of the major platforms are working to update their ad tools, in order to maximize ad spend, and boost campaign performance.
That’s become more important than ever due to the broader economic downturn, which has impacted the results at all the social apps, as marketing budgets shrink, and businesses reassess their promotional activity. As such, the holiday push will also provide a chance for each platform to showcase its capacity to drive better outcomes. And with even less data to work with, due to Apple’s ATT update, that poses a range of challenges in itself.
Which is the key focus of Twitter’s latest ad updates.
Today, Twitter has announced a new and improved Twitter Pixel for website visitor tracking, an updated Conversion API, and a new App Purchase Optimization process to help improve your Twitter ads campaigns.
First off, on its updated Pixel – the new version of Twitter’s pixel will enable advertisers to track more actions, like when someone adds an item to their shopping cart, while Twitter has also simplified the pixel integration and activation process.
“We simplified our event creation process, which helps advertisers more seamlessly set up their measurement solutions, and introduced updates to our Pixel Helper Chrome extension. This will help advertisers better understand the impact of their web campaigns and provide clearer support when checking to see if the Pixel is implemented properly.”
Pixel tracking can provide direct data insights to help inform your campaigns, filling some of the gaps left by users switching off in-app data tracking. It won’t facilitate the same data at scale, but more insight is always better, and these new pixel elements could make it easier to utilize Twitter’s pixel elements.
Twitter’s new Conversion API, meanwhile, will enable advertisers to feed conversion data back to their Twitter account, without the use of third-party cookies.
“CAPI can also help improve optimization and ad targeting without the need for a Twitter Pixel, which is the first time an advertiser can finally connect data to see conversions without placing a tag on their site.”