Twitter launches new feature to help advertisers better target their audience
Twitter has unveiled a new advertising analytic feature called Conversion Lift that will measure the success of Promoted Tweets in terms of conversions and use the data to recommend ways for advertisers to more accurately target their audience.
Conversion Lift will determine how a Promoted Tweet performed by analysing clicks, app installs or sign-ups for services. The feature will split the targeted audience in two: people who saw a news feed-style ad and those who didn’t and will use the data to compile a report comparing the conversion rates of both groups, including whether the action took place on desktop or mobile. The data will then be compiled into a report which will recommend more efficient targeting strategies.
Twitter said that testing of the new feature yielded positive feedback from advertisers. The results revealed that people who saw a Promoted Tweet were 1.4 more times likely to interact with a brand than those who didn’t. It also highlighted the fact that users who engage with a Promoted Tweet are 3.2 times more to convert on the advertiser's website.
In a blog post announcing the release Twitter highlighted the importance of understanding the contribution of the clicks and views for ad campaigns on mobile and said that “Last-click attribution is an inaccurate reflection of what's driving results, because the average customer switches between multiple devices, platforms and sites before making a purchase".
The Conversion Lift is designed to promote the platform to advertisers as a good place to spend money and follows on from the roll out its ‘Buy’ button to retailers. Twitter will hope that the news of the latest feature will shift the focus of mass layoffs at the company which were confirmed earlier this week.