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Create a dynamic product ads campaign

Dynamically deliver the most relevant product to the right customer at the right time. 

With DPA Retargeting, advertisers can serve ads to targeted consumers,  featuring products they have engaged with (e.g. added to their shopping cart) on the advertiser’s website but haven’t yet purchased. 

With DPA Prospecting, advertisers can acquire new customers who haven’t visited their website via ads featuring products from your catalog that are most relevant to them.

 
 

Setup X Pixel or Conversions API

Advertisers interested in running Dynamic Product Ads campaigns are required to implement either the X Pixel or the Conversions API. 

Setting up your X Pixel

1. Generating the Pixel itself

2. Creating events to track

3. Implementing the base code across your website

4. Implementing event code in key locations on your website (example: on an add-to-cart button)

For full details on implementing the X Pixel, visit the conversion tracking help page. 

Pixel implementation for Dynamic Product Ads requires the following additional steps:

1. After your Pixel is saved, create four events,

  • Page View 
  • Content View
  • Add to Cart
  • Purchase

Use the following steps to create each required event:

  • Visit ads.X.com (ensure you are logged in to the appropriate ads account) 
  • Navigate to Tools section on the top left and click Events Manager
  • Click the “Add events” button
  • Enter a name for the event
  • From the Type dropdown, choose Page View
  • Click “Next”

2. When defining event code implementation, you are required to select the following parameters:

  • Contents (choose this for all events)
  • Value (choose for Purchase event, it denotes purchase value)
  • Currency (choose for Purchase event, it denotes purchase currency)
  • Email (choose this for all events) 

3. Once your events are implemented, your engineering or technical team should validate your setup using the preview release of X’s Pixel Helper, accessible for Chrome browsers, here.

Setting up the Conversions API

For full details on implementing the Conversions API, visit the setup guide help page. 

Conversion API implementation for Dynamic Product Ads requires the following additional steps:

To use the Conversion API for Dynamic Product Ads, you are required to create four conversion events in ads.X.com:

  • Page View 
  • Content View
  • Add to Cart
  • Purchase

Use the following steps to create each required event:

1. Visit ads.X.com (ensure you are logged in to the appropriate ads account) 

2. Navigate to Tools section on the top left and click Events Manager

3. Click the “Add events” button

4. Enter a name for the event

5. From the Type dropdown, choose Page View

6. Click “Next”

 

Setup X Shopping Manager

Advertisers interested in running Dynamic Product Ads campaigns are required to upload and manage their product catalog to the X Shopping Manager. 

X Shopping Manager is the backend catalog management system for all X Shopping features, including Dynamic Product Ads. For full details on the Shopping Manager, visit the product page here.

Be sure to keep these Shopping Manager best practices in mind:

- Download the product upload template from the Shopping Manager and complete the required fields

  • Required fields can be found here, please ensure your inputs are named and formatted correctly 

- Use Scheduled Feeds to upload your products and automatically keep them up-to-date

  • Product catalog data must align with X’s Product Data Specifications. 
  • Ask your feed team or feed provider to generate a non-password-protected HTTPS feed.

- Please UTF-8 encoding when uploading your product feed file to the shopping manager

  • If using Scheduled Feeds, be sure to set the update schedule for your feed

- Create product sets in the Shopping Manager to make sense of your catalog and group the products you wish to utilize in your ads campaign. 

- After successfully uploading your products to the X Shopping Manager, consider enabling an always-on Storefront. More details on the Shop Spotlight can be found here, and information on X Shops can be found here. 

 

Setup your campaign

Dynamic Product Ads supports prospecting and retargeting campaigns.

- Start configuring your campaign by visiting X Ads Manager at ads.X.com. Ensure you are logged in to the appropriate ads account. 

- Next, create your catalog audience 

  • Go to Tools > Audiences, slick Create audience, select Catalog activity, and click “Next”
    • Note: For retargeting campaigns, Catalog activity audiences are required. For maximum audience sizes, we strongly recommend including a relevant List Custom Audiences.

- Then, begin configuring your campaign

  • On ads.twitter.com, you can create a Dynamic Product Ads campaign under either the Conversions (recommended) or Website Traffic objectives. Start by clicking on your desired objective
  • After the campaign creation screen, use the toggle in Ad group details to enable Dynamic Product Ads.
  • Select your catalog or product set for the ad group. All ads created in this ad group will feature products from within the selected product set or catalog. 
  • X recently launched updates to the Terms and Conditions governing the use of X’s ads and measurement products. If you are prompted while configuring your campaign, review and accept the terms before proceeding. X’s master service agreement can be found here.
 

Frequently Asked Questions

Dynamic Product Ads
Twitter Pixel
Conversion API
Twitter Shopping Manager

Dynamic Product Ads (DPA) are ads that personalize the product displayed based on relevance to the user. 

  • With DPA Retargeting, you can serve ads to users featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased. 
  • With DPA Prospecting, you can acquire customers who haven’t visited your website via ads featuring the products from your catalog that are most relevant to them.

Combined with X’s new Web Conversions product, DPA can help you achieve improved Cost Per Purchase and ROAS on X.

Dynamic Product Ads is available to any X Advertiser that adheres to our X Shopping Policies and our X Advertising terms.

Dynamic Products Ads are a carousel format, that showcases specific product information from an advertisers product catalog, including:

  • Product image
  • Product names
  • Product price point
  • Shop Now button

Dynamic product ads display pricing information of your products by default. Specifically, the price value from the ‘price’ field from your catalog and discounted price from the ‘sale_price’ field (if relevant). 

Dynamic Product Ads use conversion tracking tools – the X Pixel or Conversions API, and the X Shopping Manager. Be sure to complete these onboarding steps before configuring your campaign on ads.X.com. 

No, X does not currently take a cut of transactions from Dynamic Product Ads.

No, we can only support the use of Dynamic Product Ads to drive awareness and sales for physical goods.

This means Dynamic Product Ads can not be used for digital downloads, subscriptions, services, or travel. 

Yes, it is possible to run Dynamic Product Ads without using the X Pixel. However, you will be limited to Link Click Optimization ONLY.

The X Pixel is a website tag that is implemented on your website to track site actions or conversions.

If you don’t already have a Pixel created, you’ll need to add an event source via the X Ads Manager at ads.X.com. 

1. Get started by clicking Tools in the Ads Manager navigation bar

2. Click Events Manager

3. Click “Add event source”

If prompted, review and agree to the Custom Audiences and Conversion Tracking Program Terms, including this policy.

Please note, X recently launched updates to the Terms and Conditions governing the use of X’s ads and measurement products. X’s master service agreement can be found here.

4. Click “Install with Pixel code” or, if you a supported 3rd party Tag Manager, click “Install with Tag manager”

5. Click “Save”

6. Continue following the prompts in ads manager to finish this process.

Visit the X Help Center for more information and assistance.

If you are unable to implement the new X Pixel, consider using X’s Conversion API instead. 

If you are not able to implement either solution, you will be limited to Dynamic Product Ads using Link Click Optimization only.

The X Conversion API (CAPI) is a measurement solution that allows a direct, server-to-server (S2S) connection to share conversion data with X to enable measurement of X campaigns. CAPI-enabled measurement allows advertisers to better understand the results across X campaigns.

 

To use the Conversion API, you must first create a new conversion event in the X Ads Manager (ads.X.com) or use an existing event already created and used with the X Pixel. If you hope to do deduplication between pixel and conversion API events, you need to use the existing event you created for Pixel.

For step-by-step instructions on Conversion API set-up, please visit our Developer Help Center, here.

For additional assistance, please contact your X representative. 

The X Conversion API (CAPI) is a complementary solution to the X Website Tag (Pixel), and can even be used without the Pixel, which allows advertisers to be able to send web events from their servers directly to X. Advertisers can use multiple data signals with CAPI—including X Click ID, email addresses, or phone numbers* to send conversion events to the API endpoint. 

To learn more about X’s Conversion API, please visit our Developer Help Center. 

X Shopping Manager is the backend catalog management system for all X Shopping features. Merchants will leverage the self-service flow within Shopping Manager to upload and organize their product catalog, and enable and customize their on-platform shopping presence.

For more information on the X Shopping Manager, please visit our X Shopping website.

You can access the X Shopping manager via this link. Anyone globally can access X Shopping Manager.

Please note that having an Ad Blocker on your browser may block you from being able to access Shopping Manager.

You can view all of our shopping data specifications here. 

You can get started by visiting the X Ads Manager at ads.X.com.

Within the X Ads Manager, start by creating your catalog audience.

  • Go to Tools > Audiences, slick Create audience, select Catalog activity, and click “Next”.

Then you begin configuring your campaign.

  • On ads.X.com, you can create a DPA campaign under either the Conversions (recommended) or Website Traffic objectives. Start by clicking on your desired objective.
  • After the campaign creation screen, use the toggle in Ad group details to enable Dynamic Product Ads. Select your catalog and product set for the ad group. All ads created in this ad group will feature products from within the selected product set.
 

Additional reading

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