Twitter Courts Direct-Response Advertisers With New Reporting Tools
By Carlton Wilcoxson • October 21, 2015
Twitter unveiled an analytics feature called Conversion Lift that lets marketers regularly measure how Promoted Tweets perform in terms of conversions, which entail clicks, app installs or sign-ups for services. Interestingly, the feature also susses out if the ads persuaded someone to switch phone carriers, something T-Mobile’s social team is likely particularly interested in. To determine how effective an ad is, Conversion Lift splits a marketer’s target audience into two groups: people who saw a news feed-style ad and those who didn’t. The reporting then compares the conversion rates of both groups, including whether the action took place on desktop or mobile.