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Twitter today unveiled an analytics feature called Conversion Lift that lets marketers regularly measure how Promoted Tweets perform in terms of conversions, which entail clicks, app installs or sign-ups for services. Interestingly, the feature also susses out if the ads persuaded someone to switch phone carriers, something T-Mobile's social team is likely particularly interested in.
To determine how effective an ad is, Conversion Lift splits a marketer's target audience into two groups: people who saw a news feed-style ad and those who didn't.