Twitter Introduces Website Conversions Objective

With the holiday shopping season fast approaching, Twitter gave its advertisers an early gift: a new website conversions objective.

With the holiday shopping season fast approaching, Twitter gave its advertisers an early gift: a new website conversions objective.

Senior product manager, revenue Rebecca Resnick said in a blog post that the website conversions objective was released in beta for direct-response advertisers in the U.S., adding:

This solution is especially effective for advertisers that want to retarget website visitors to drive more conversions. Advertisers using this objective to retarget their website visitors on mobile and desktop receive, on average, 2.5 times the volume of conversions versus similar campaigns using the website clicks or conversions objective. As the holidays approach, this tool helps advertisers retarget customers and drive more conversions.

Resnick explained that campaigns under the website conversions objective use data from Twitter’s website tags and interest and intent signals to boost conversions while meeting advertisers’ goals for cost per conversion.


She also revealed that Twitter’s website clicks or conversions objective is being renamed website visits, explaining:

This objective, now called the website visits objective, will continue to have all of the same features and customization options as it had in the past. Campaigns that you’ve previously set up with the website clicks or conversion objective will now be categorized as website visits campaigns, but will otherwise be unaffected by the updates we are making today.

Resnick concluded:

These new changes build on the investments we’ve made over the past few years to make it possible for you to reach your customers and drive conversions everywhere. These include the ongoing enhancements we’ve made to our website tag to help you more effectively target your audience and measure conversions and to the Twitter Audience Platform to help you reach that audience wherever they are (even if they’re not logged in on Twitter). We’re now also leveraging TellApart’s expertise in predictive shopping and bidding to help you reach the right audience to maximize conversions on your site.

Advertisers: What are your thoughts on the changes Twitter announced Wednesday? David Cohen is editor of Adweek's Social Pro Daily.