Twitter conversion lift reports were recently introduced to help the site’s advertisers to better understand the impact of their Twitter Ads campaigns.
Twitter conversion lift reports are designed for three types of ad campaigns: website clicks and conversions, mobile app installs and re-engagement conversions, and telecom carrier conversions (meaning an ad’s ability to prompt someone to change mobile carriers).
The social media company says on its blog:
“Understanding the incremental contribution of the clicks and views on your ad campaign is critical — particularly when you’re running mobile or cross-device campaigns. 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.
“To help our advertisers consistently gauge the impact of ad exposure across devices, we’re introducing conversion lift reports — a custom data-driven report.”
How the Twitter Conversion Lift Reports Work
Once you have a campaign slated, tell your Twitter account manager that you want the conversion lift report.
In crafting the report, Twitter cleaves your target audience into two groups: the test group, which sees your ads, and the control group, which doesn’t. Twitter calculates incremental conversion lift by comparing conversions across both groups. The Twitter conversion lift report includes a campaign’s results and also makes recommendations for future ads.
Twitter says a beta study revealed test group members were 1.4 times more likely to convert on the advertiser’s website. Test group members who engaged with an advertiser’s Promoted Tweets were 3.2 times more likely.
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