Twitter just made it easier to figure out conversions made on an advertiser’s website. The company today launched the universal website conversions tag, available in addition to Twitter’s single-event conversion tag.
Travis Lull, Twitter’s product manager of revenue, elaborated in a very thorough blog post:
Previously, you needed to create a new snippet of code for each conversion event you wanted to track and each tailored audience you wanted to build. With the universal website tag, you can install a single snippet of code—the universal website tag—across your entire website by placing it in a global page header, on every page of your site, or in a third-party tag manager. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.
To read the full blog post with a complete walkthrough of this feature, click here.
Lull also noted that users have an option to not be tracked:
While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices for users. Twitter users can simply uncheck the box next to “Promoted content” in their privacy settings, and Twitter will not match their account to information shared by our ads partners for tailoring ads. Additionally, because Twitter supports Do Not Track (DNT), Twitter does not match users’ accounts to browser-related information to tailor ads for them when they have DNT enabled in their browser. And to avoid overly specific targeting, we have a minimum audience size for tailored audiences. Learn more about our privacy settings on our help center.