Trick or Tweet: Twitter Conversion Lift Metrics
You’ve probably heard digital marketers complain that Twitter advertising metrics are a real w*tch. (Alright, they might’ve used a less friendly and non-Halloween themed word, but you know what I mean.) But now paid social marketers everywhere can rejoice—Twitter just introduced conversion lift metrics!
So how does this help you market your business? In short, you can track your online sales, and more importantly, the offline sales driven by your Twitter advertising. Let’s dig a little deeper.
What Is…Conversion Lift
If you’re ever a contestant on Jeopardy make sure you understand that conversion lift refers to an ad’s impact on a brand’s customer and audience perception. Measuring conversion lift varies between each company, industry, and individual campaign, but is often measured by a social media ad’s positive impact on brand awareness, customer purchase trends, and customer affinity for a brand.
So, How Have Companies Been Measuring the Impact of Their Ads?
In the past, companies relied heavily on measuring the amount of clicks an ad received—but this method doesn’t truly account for the value created by seeing an ad. And last-click attribution is a very (let me emphasize that again: a very) inaccurate way to track ad conversions. How often have you personally seen an ad, clicked it, and automatically purchased the promoted product? If I had to guess, I’d say not too often.
According to Twitter, “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.”
That’s basically saying: Don’t just monitor clicks. Monitor conversations—and the driving factors leading up to the conversion. These actions (filling out a contact form, calling a tracked phone line, etc.) are what bring you closer to reaching the end of the sales funnel.
Then how should you be measuring the success of your ad if analyzing last-click attribution is inaccurate?
Twitter’s Conversion Lift Metrics
Put simply, Twitter’s conversion lift metrics will compare the results of your ad against those not exposed to your ad content to better demonstrate the actual impact the advertisement had on sales.
Twitter randomly divides the target audience into two groups: those who are exposed to your ad (the test group), and those who aren’t (the control group). From this, Twitter analyzes the actions of those who saw the ad and engaged with it to those who saw the ad and did not engage.
- Did they visit the company website?
- Did they put an item in their shopping cart?
- Was that item purchased?
- Did they fill out a contact form or call to inquire about a service?
- Did they download the company’s app to their phone?
- And most importantly, what brought them to the website—was it through engaging with the advertisement or did they simply scroll past the ad on their Twitter feed?
By measuring the impact of exposure to a social media ad, conversion lift measurement provides a more holistic view of an ad’s performance.
Twitter Conversion Lift Reports
In a way, Twitter’s Conversion Lift metrics are testing if the subliminal messaging in the ad, whether engaged with or not, impact sales. Using this process, Twitter is able to more accurately report on the impact your ad content had on each group being measured.
Twitter’s announcement states, “At the end of the campaign, we calculate the incremental conversion lift of your campaign by comparing conversions across both the test and control groups, and then share this data with you in a custom report. The report offers valuable insights such as actionable targeting recommendations based on study results, conversion efficiency, transaction value lift gained through Twitter Ads, and more.” (Below is a partial example of the custom report.)
Currently, conversion lift metrics can be applied to three types of campaigns: website clicks/conversions, mobile app installs and mobile carrier switching.
Early tests displayed that users who saw a Promoted Tweet were 1.4 times as likely to convert on the advertiser’s website. Likewise, those who engaged with the ad were 3.2 times more likely to make a purchase versus the control group—which are pretty enticing results so far!
Social Media Ads Impact Conversions
Advertising on various social media platforms (Twitter, Facebook, LinkedIn, Instagram, etc.) provides an opportunity for companies to easily get their products at the fingertips of the consumer. And now, with Twitter Conversion Lift metrics, you have an opportunity to analyze your ad’s influence and execute strategies to improve upon the conversion process.
Interested in creating impactful social media campaigns that get the most bang for your buck but don’t know where to start? Blue Corona is your knight in shining armor. (No, really. That’s our Halloween costume.) Contact us today to learn how paid social media marketing campaigns can help your business.
About The Author: Katie is an Organic Team Lead at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
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