Other Ad Networks

Learn how to track and measure conversions from ad networks not natively integrated with AnyTrack using UTM parameters, custom webhooks, and the Conversion API.

Tracking ad campaigns extends beyond counting clicks—it’s about understanding the entire customer journey from ad view to conversion. This guide uses Twitter Ads as an example.

Reporting Attribution

Reporting attribution is understanding campaign performance details, including conversions. It shows how well your ad performed. For example, with Twitter Ads, you can see how many people viewed your ad, clicked on it, and eventually converted.

Attribution: Send Conversion Data to Your Ad Platform

Attribution sends conversion data back to your ad platform. It’s a feedback loop telling platforms like Twitter Ads which ads resulted in conversions. This is highly recommended as it helps optimize ad delivery.

UTM Tracking Parameters

UTM parameters are snippets added to your campaign URLs that carry essential information about the ad campaign. For example, they can tell you which specific Twitter ad or ad group led a user to your site. When a user clicks an ad with UTM parameters, these details pass from Twitter to your website, capturing the traffic source.

AnyTrack Collects UTM Parameters

AnyTrack seamlessly collects these UTM parameters and data, ensuring every event or conversion is reported. If a user from a Twitter ad makes a purchase on your site, AnyTrack knows and records it.

Integrate with Other Platforms

Even if you run ads on a platform not directly integrated with AnyTrack, send conversion data to platforms like Google Analytics. A conversion from a non-integrated network is still captured and reported.

Send Conversions to Ad Platform Conversion APIs

Send conversion data back to an ad platform using AnyTrack’s outgoing webhook to send this data to the ad platform’s Conversion API.

Send Conversions to Twitter Ads Conversion API

🚧 Caution

Interacting with the Twitter Conversion API requires advanced knowledge of webhooks and AnyTrack core tracking functions. If you’re not familiar with these topics, have your developer handle the integration.

Sending conversion data back to Twitter Ads can significantly enhance campaign optimization. While AnyTrack integrates with many platforms directly, set up a custom solution using AnyTrack’s outgoing webhook.

Step 1: Get Your Twitter Developer Account Ready

Before sending data to Twitter’s Conversion API, you need access to the Twitter Ads API. This requires a developer account with Twitter. Sign up for a Twitter Developer account if you don’t have one.

Step 2: Identify the Twitter Click ID

When a user clicks your Twitter ad, Twitter sends a unique click ID, known as twclid. This ID helps Twitter identify which ad led to the conversion. Ensure your tracking setup captures this ID.

Step 3: Set Up AnyTrack Outgoing Webhook

Navigate to the AnyTrack dashboard and locate the outgoing webhooks section. Set up a new webhook pointing to Twitter’s Conversion API endpoint.

📘 Zapier or Make Webhook?

Either platform works well with webhook integrations and the process is fairly similar.

Step 4: Select the Conversion Events

In AnyTrack Webhook Settings, select which events (for example, purchases, sign-ups) you want to send to Twitter. Each event sends to the webhook with all relevant tracking parameters, including twclid

🚧 Filter

In your Zap or Scenario, filter out conversions that do not carry the utm_source=twitter parameter.

Split the Zap by Event Types (since each Twitter Conversion Event has a label)
Create a branch for each Event Type
Map the Event Parameters:
- Event Name
- Event Value
- Event Currency
- product, items, product name, etc.
- Customer Data (hash the data according to Twitter requirements if needed)

Step 5: Test Your Setup

Before going live, test the setup. Trigger a conversion event and monitor if it reports correctly in your Twitter Ads dashboard. This ensures automatic and accurate data flow.

Create your Twitter Campaign
Add the Twitter UTM Tracking template to your ads: utm_source=twitter&utm_medium=cpc&utm_campaign=xxx&utm_id={campaign_id}
Test your campaign

Step 6: Optimize and Iterate

With data flowing into Twitter Ads, monitor campaign performance. Use conversion insights to optimize your ads for better ROI.

Conclusion

Tracking ad campaigns is an art and science. Capture the right data, understand it, then use it to optimize campaigns. Whether you use Twitter Ads or any other platform, AnyTrack makes the process smooth and efficient. Remember: it’s not just about the clicks.it’s about the journey.