Greg Finn says, “Most direct response and conversion-oriented marketers know that last-click attribution simply leaves too many touch points out of the conversion equation. Today, Twitter has announced a way to help gauge the effectiveness of ad exposure (including cross-device campaigns) on conversions with new “Conversion Lift Reports.” The goal of the new reports is to help marketers capture the incremental lift that ad exposure has in the ad process.

In order to set up the campaigns, advertisers need to first request a study through Twitter. Then a target audience is segmented into two groups:

  • One that sees your the Twitter ads (test group)
  • One that won’t see your Twitter ads (control)”.

New Conversion Lift Reports Will Help Twitter Advertisers Capture The Impact Of Ad Exposure On User Response

Marketing Land

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