Why do my reported conversions change over time?
Twitter reporting is finalized within 24-48 hours of when impressions are served. Before that time, we estimate data to provide real-time feedback, but the data is subject to change. The Twitter conversion reporting UI has two process pipelines to display data.
First, a streaming job directly collects page visits and purchase events from live log data and pulls metrics into reporting. Then, an ongoing batch process removes duplicate tag fires, adjusts conversion attributions, and handles identity merging for multi-device conversions.
Third-party tracking tools
Please note: third-party interfaces may not reflect the capabilities of our website tracking in Twitter Ads Manager, and they may only pertain to information collected by that third-party.
Google Tag Manager
1. Log into your Google Tag Manager account: https://tagmanager.google.com/#/home
2. Select the appropriate Workspace associated with your website’s container.
3. Select “Tags” from the left-hand navigation menu and click “Add A Tag”.
4. When prompted, select “Choose a tag type to begin setup…”. From the right-hand pane, select “Twitter Website Tag” from the list.
5. Give your tag a title. Otherwise, it will default to “Untitled Tag”.
6. Within the Twitter Ads UI (ads.twitter.com), log into your ads account and click Tools > Conversion tracking.
7. If prompted, generate your new Universal Website Tag. Otherwise, click “View code and installation instructions”.
8. Within the code snippet, copy your pixel ID from the line that resembles “twq(‘init’,‘twitter_pixel_id’);”. In the screenshot below, the pixel ID is ‘nuqtg’. Your pixel ID will be unique to your ads account.
9. Within the Google Tag Manager form, paste your pixel ID in the Twitter Pixel ID field.
10. Select the appropriate Twitter tag event for the action you want to track on your website.
11. Add the necessary parameters for the tag event. Assign static values or dynamic values from your data layer for each tag parameter. For example, the “Purchase” tag event will typically include “value” and “currency” parameters:
12. Add the necessary triggers to have the tag event load on a specific set of webpages. For example, the “Purchase” event typically fires on order confirmation pages, so our example tag trigger only loads the tag when “purchase” is within the page URL. Your triggers will be specific to your site configuration and URL structure.
13. Complete similar steps for all stages of the site — i.e. do not fire 'PageView' tag event when the 'Purchase' tag event fires.
1. From your Tealium dashboard, click the “Tags” > “+ Add Tag”.
2. Search for the Twitter Universal Website Tag, then click “+ Add”.
3. Give your tag a title. Otherwise, it'll default to “Twitter Universal Website Tag”.
4. Within the Twitter Ads UI (ads.twitter.com), log into your ads account and click Tools > Conversion tracking.
5. If prompted, generate your new Universal Website Tag. Otherwise, click “View code and installation instructions”.
6. Within the code snippet, copy your pixel ID from the line that resembles “twq(‘init’, ‘twitter_pixel_id’);”. In the screenshot below, the pixel ID is ‘nuqtg’. Your pixel ID will be unique to your ads account.
7. Within the Tealium UI, paste your pixel ID in the Twitter Pixel ID field.
8. Set your "Load Rules" to appropriately load the tag on the relevant pages of your website. Load Rules determine when and where to load an instance of this tag on your site. The "Load on All Pages" rule is the default. To load the tag on a specific page, create relevant conditions to apply to the configuration.
9. Set your "Data Mappings". Mapping is the process of sending data from a data source, in your Data Layer, to the matching destination variable in the Twitter Universal Website Tag.
Below is an example of a set of data mappings for this tag. Your Data Source names do not need to match the example. This example assumes a fully configured e-commerce extension.
10. Click “Publish” in the Tealium UI to publish the newly created tags to your development, staging, or production environments.
If you have any questions, please read Tealium’s detailed documentation.