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Twitter Announces New Updates For Its Ad Tools To Help Optimize Ad Campaign Performance

The holiday season is coming soon and that means apps are really raising the bar and working hard to ensure their shopping platforms are performing at optimum levels.

This includes a wide range of improvements for ad tools that are designed to make the most of ad spending, not to mention boost-up campaigns.

The reason why the pressure is more on apps now has to do with the simple fact that the economic uncertainty has grown to new levels. And rising inflation taking center stage, you can’t help but wish things were different.

But with challenges come change and many platforms like Twitter are doing everything in their power to reassess what their marketing strategy really is. Remember, the holiday season is all the more reason why apps are going the extra mile to get better outcomes.

Today, Twitter announced its plans of refocusing its ad updates to ensure things run smoothly and in the app’s favor. As it is, Apple ATT policy has wreaked havoc on so many apps.

For starters, the company highlighted a new tool for its websites called Twitter Pixel. The initiative has to do with the simple fact that it tracks visitors appearing on the website and their actions too.

For instance, when a user puts something inside their shopping cart. Twitter will be notified. Similarly, the app has also made the whole pixel integration ordeal a more simple process that can be activated with ease.

Pixels are made to create events in a seamless manner, making sure advertisers are benefited from a simple measurement solution. Similarly, the app spoke about updating its current Chrome extension for Pixel Helper.

This way, advertisers can get a broader outlook of what impact their campaigns on the web have. They will also gain clear support whenever they decide to check if their Pixel had been correctly implemented or not.

The whole concept of Pixel tracking gives users a more insightful approach to their campaigns, ensuring no gaps are left unfilled. As you know, Apple’s ATT policy has really made tracking users difficult for advertising purposes.

Therefore, those turning off their data tracking services won’t be affecting apps as much as they did previously, thanks to this new integration.

Obviously, it won’t take place at the same scale as before, but we know for sure it will be better and easier to use Pixel elements.

On the other hand, Twitter has also spoken about a new update regarding its Conversion API. This is going to give advertisers the chance to add their conversion data to the account on Twitter. Hence, zero reliance will now be placed upon third parties and their respective cookies.

Twitter says the new update would do a better job at optimizing and targeting ads successfully without even requiring a Twitter Pixel. Hence, you can see this move as the first time ever that any marketer would be using data to witness conversions.


This innovative API is definitely a huge step in the platform’s efforts to create a future environment that’s free from cookies. Also, Twitter has always put great emphasis on tracking strategies that are privacy-friendly too. And that’s what it will take to really enhance performance.

Lastly, Twitter has unveiled a new feature called Purchase Optimization for its app. The launch is being carried out to help give marketers a better chance to deliver advertisements to respective users.

Users of the app are going to be directed based on how likely they are to make Twitter app installations or how likely they are to make a purchase. This will be done with assistance from machine learning.

With the right audience taken on board for a particular campaign, the results achieved will certainly be optimal.

Read next: Twitter May Have Been Through A Lot But Its In-App Revenue For July Did Better Than Expected

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