Do Promoted Tweets Work? Find Out With Twitter’s Conversion Tracking
Last year, Twitter released its conversion tracking tool, allowing marketers with Twitter profiles an insight into how advertising on the platform impacts sales. The conversion tracking tool illustrates the conversion impact of engagements from promoted tweets, permitting users to optimize social media marketing campaigns.
According to Twitter, conversion tracking is a measurement and reporting tool which will help advertisers understand the full conversion impact of impressions and engagements from Promoted Tweets so they can properly optimize their campaigns.
In order to measure a specific Promoted Tweet campaign’s impact on website purchases, a retailer can create a “purchase” conversion tag and place it on its website’s purchase confirmation page so that any time an individual reaches that page, Twitter knows a purchase has been made. Twitter then matches that event against the set of users who have viewed or engaged with any valid Promoted Tweet campaign.
Twitter’s report is divided into two sections: post-engagement conversion and post-view conversion. The post-view conversion report provides information when an individual only views an ad and later converts on your website — a valuable tool for marketers. In addition to attributing URL clicks, post-engagement conversion also tweet expands, retweets, replies, favorites, and follows that an individual performs on a Promoted Tweet before converting.
Conversion tracking permits businesses to evaluate the effectiveness of their social media sales strategies. Without it, there is no way of knowing whether a tweet-based referral to a website converted into a sale. As Sprout Social’s Jennifer Beese points out, the true value of an ad comes from the actions taken after viewing it, and now you’ll have a clearer view of what steps lead up to a conversion as well as what happened afterward.
Arby’s Promoted Tweets
Arby’s used Promoted Tweets with Lead Generation Cards — cards that allow people to easily and securely share their email address with a business without leaving Twitter — to allow users to sign up for the newsletter with just one click. The brand experimented with different Tweet copy to discover what tactics achieved the highest engagement. One version of the Promoted Tweet offered a coupon for a free roast beef sandwich with purchase of a drink after signing up. Another Promoted Tweet offered general coupons and special deals in exchange for joining the mailing list.
Josh Martin, Manager of Social Media at Arby’s comments — “In the past we’ve struggled with getting email sign-ups because users had to fill out long forms. But with Twitter’s Lead Generation Cards, users are literally one click away from joining our email list and receiving monthly coupons and deals. Without the Lead Gen Cards, we wouldn’t have gotten as many leads this summer.”
Promoted Tweets with Lead Generation Cards allowed Arbys to grow its email list by over 400 people during the first six weeks of the campaign. Many users who signed up also retweeted Arbys Promoted Tweets to their friends and followers, creating more earned leads for the brand. Twitter-generated leads had a 31% higher email open rate and a 45% higher click-through rate than the average email subscriber.
Ben & Jerry’s
Ben & Jerry’s UK extended its television spots onto Twitter using the hashtag #MyBenandJerrys and encouraged consumers to tweet their flavor suggestions. The campaign’s Promoted Tweets recorded an average engagement rate of 5.6% and a peak engagement rate of 15.2%. Promoted Tweets with TV conversation targeting achieved an engagement rate as high as 8.53%. The choice of the #MyBenandJerrys hashtag was widely adopted by those taking part and had more than 9,600 mentions. Many of those also followed @benandjerrysUK, which attracted an additional 6,800 new followers.
Alex and Ani, a multi-channel retailer, was able to boost campaign performance using conversion tracking to drive purchases with a 65% lower CPA than their CPA target. Food delivery and takeout service GrubHub Seamless used conversion tracking to tailor campaigns to an ROI-positive cost-per-order (CPO). In addition, conversion tracking gave Targeted Victory, an agency focused on political campaigns, the ability to optimize campaigns to meet the target CPAs of “sign up” campaigns for one of their key clients, NRSC.
Live Nation, a live entertainment and eCommerce company, also used conversion tracking during the beta. “Twitter’s conversion tracking for websites has given us the measurement and reporting tools to successfully drive ticket purchases for some of our highest profile music concerts. During the beta test, our campaigns met or were below our target CPA per ticket sale, and we can’t wait to promote additional concerts with Twitter,” said Ryan Okum, SVP of Social Media at Live Nation.
With conversion tracking, an ads effectiveness is suppose to be amplified when paired with a Twitter profile and steady interaction with followers where a stream of high-quality content is provided in conversations. Anyone interested in building your own campaign can check out Twitter’s Direct Response Marketing Guide for Businesses.