Twitter has added a new reporting mechanism aimed at helping advertisers maximize the efficiency of their campaigns. Conversion lift reports will compare multiple Twitter Ads campaigns against one another to see which one drives the most value towards the marketing budget.
When the feature is utilized, Twitter will automatically and randomly segment your “eligible” target audience into two groups: one that sees your ads and the other that doesn’t. Over the course of the campaign, the system calculates the incremental conversion lift and sees how it stacks up within both groups. Advertisers should receive the report around 2 to 3 weeks after the data has been collected.
Twitter claims that early tests have been fruitful: “People who are merely exposed to an advertiser’s Promoted Tweets are 1.4x as likely to convert on the advertiser’s website vs. the control group — demonstrating that simply seeing an ad on Twitter yields powerful results. The outcome proves even better for people who engage with an advertiser’s Promoted Tweets, as they are 3.2x as likely to convert on the advertiser’s website, compared with the control.”
OK, so what exactly is conversion lift? It’s a measurement tool that should help advertisers better understand the impact of their ads. It’s all about getting enough data so marketers can make informed decisions about where to spend their money.
And, for the record, yes, Facebook has had this option for quite some time. However, it’s not unreasonable to think that Twitter would need this as it continues to grow its advertising business. The inclusion of conversion lift reporting on Twitter gives marketers more exposure across all areas where a brand may want to advertise. Campaigns aren’t necessarily site specific — they can span Facebook, Twitter, Pinterest, Google, and other properties — so being able to have that analytic offering may make optimizing ad efforts better.
Conversion lift reports are available now worldwide to all managed clients. They can’t be done post-campaign — you’ll need to have at least one set for the future. And don’t forget about the conversion tracking option, as you’ll need that installed to properly measure how effective your campaigns are.