Adjust is a Twitter Mobile App Conversion Tracking partner (MACT). This guide tells you how you can collect data on and analyze the performance of your Twitter Mobile App Install Ads, Twitter Engagement and Re-Engagement campaigns with Adjust - easy as a tweet.
- 1 Activating your Twitter integration
- 2 Managing Twitter Ads accounts
- 3 Twitter Event linking and deeplinking
- 4 Re-engagement campaigns
- 5 Impression tracking
- 6 Expired Attributions
- 7 Troubleshooting
- 8 Twitter Marketing Platform Partners (MMP)
1Activating your Twitter integration
To activate your Twitter integration, you have to connect your Twitter account with your Adjust account. You simply go to the Account Settings tab in your Adjust account and select Twitter. Please read the Twitter T&Cs and confirm. You will be directed to Twitter to sign in to your Twitter account.
After being redirected back to your Adjust account, you will find your tracked apps listed in the overview. From there you can select the apps you would like to track for Twitter. You have to enable each app individually by selecting whether you want to track installs and/or re-engagements.
Twitter installs also include ‘organic’ installs. Those installs are not associated with any campaign running on Twitter, but were organically generated via Twitter. These will be charged as attributions in our pricing model.
The moment you activate the integration, we will start sending data over to Twitter to correlate your ads activity with converting user data. In response, Twitter will send us campaign details for campaign and adgroup level. In your Adjust dashboard, the performance and engagement data of your users is displayed by campaign and adgroup under the “Twitter Installs” tracker.
1.1Setting your attribution model
Twitter offers a selection of fixed attribution windows. The windows they allow for clicks are 1, 7, 14, and 30 days, while for impressions they offer 0, 1, 7, 14, and 30 days. Adjust checks your attribution windows before sending data to Twitter and maps the windows in the following ways:
|Adjust window||Window sent to Twitter|
|1 day||1 day|
|2-7 days||7 days|
|8-14 days||14 days|
|15-30 days||30 days|
|Adjust window||Window sent to Twitter|
|1-24 hours||1 day|
|2-7 days||7 days|
In order to sync these with Adjust, please use the matched conversion settings on Twitter’s dashboard.
Furthermore, when comparing data between Adjust and Twitter, ensure that you exclude Assisted Conversions when exporting reports from the Twitter dashboard. Adjust does not include assisted conversions in its reporting, while Twitter does so by default.
2Managing Twitter Ads accounts
Twitter Ads are organized by handles and Ads accounts. Each handle has one Ads account directly associated to it, but may be granted access to additional Ads account in your Twitter interface. The apps that you are tracking in Adjust may be associated to Ads accounts, and as such multiple handles.
You can then configure precisely the Ads accounts and the handles that you will be using for the apps you are tracking with Adjust, and their respective rights to the data that we transmit to Twitter. Each Ads account and handle can be configured for access to conversion data for the specific apps that you wish to grant.
You can connect as many handles as you need to your Adjust dashboard.
We recommend that you pause all Twitter campaigns while you are making modifications to your Twitter accounts setup, as the MACT API requests a complete re-sync of the data in your account when you have made these changes.
2.1Adding handles and Ads accounts
In the Adjust Dashboard
- Navigate to Account Settings > Twitter
- Select ADD ACCOUNT
- If necessary, accept the Twitter Mobile App Conversion Tracking terms and conditions
- Select SIGN IN WITH TWITTER
- Log in via OAuth and you will automatically be redirected back to the Adjust Dashboard
- Select the settings (gear) icon below the newly added Twitter handle
- Select Refresh accounts list at the top of the module
- Enable the necessary Twitter Ads accounts
- Select SAVE
You can additionally activate more finely-tuned, per-app permissions for each handle and Ads accounts. For each app, you can activate custom settings that override the defaults you may set in the Account Settings.
To do so, go to the Apps list in your dashboard, open the Settings panel, and navigate through Partners > Twitter. Here, you can toggle custom settings.
You will see the same list as in your Account Settings, only that any settings you set here will be applied only to this particular app.
2.3Connecting additional handles to your Twitter Ads account
You can associate multiple handles with each Ads account. You must link a handle to an Ads account through your Twitter dashboard settings, and these are then synced to Adjust. We recommend that you contact your Twitter account manager to link a new handle to your Ads account, but you can also set this up in the Twitter dashboard:
- Go to your Twitter Ads account, and open your settings.
- Select ‘Editing access to account’.
- Click on ‘Add more users’ and search for the respective Twitter handle (e.g., @adjustcom)
- Select the user and user role and add to the Twitter Ads account.
The Ads account will show up in your Twitter account and you can enable it for each app in Adjust, respectively. Please note: Giving access to an Ads account can only be done from that account.
2.4Campaign name structure in Adjust
The Adjust and Twitter campaign structure are very similar, but use slightly different terminology. When speaking of Twitter campaigns, you primarily use the terms “campaigns”, “Tweet IDs”, and “Twitter Line Item IDs”. These are translated into Adjust terminology as follows:
|Adjust tracker level||Twitter term|
|Campaign||Twitter campaign name (campaign ID)|
|Creative||Twitter line item ID|
3Twitter Event linking and deeplinking
Similar to other network partners, you have the option to also send Adjust in-app events to Twitter. To do this, go to your Apps list in the dashboard, open up the Settings panel, and navigate through to Partners > Twitter. You can then link your custom Adjust in-app events to the respective Twitter default events.
Your in-app events will appear in your Twitter Ads account under the connected event label. You can map multiple Adjust custom events to one Twitter event label. For example, if you are tracking different purchase events via Adjust, you can link all of these collectively to the event label ‘purchase’. Within the Twitter dashboard you would find all your Adjust purchase events under the Twitter event label ‘purchase’.
Available Twitter event labels are:
sign_up login purchase update level_achieved added_payment_info add_to_cart add_to_wishlist tutorial_complete checkout_initiated rated content_view achievement_unlocked spent_credits search reservation share invite
The moment you click ‘Save Settings’ we will start sending the event data to Twitter.
Your Adjust in-app events attributed to Twitter will be organised under “Twitter”. Within Adjust statistics, you will be able to drop-down your Twitter attributions to see organic, campaign name, and ad ID. All data will be analysed in full as any other traffic, including a full cohort and in-app event analysis.
Twitter also supports deeplinking. If you would like to use deep links in your Twitter campaigns, you may enter them within the Twitter interface.
3.1Adding custom Partner Parameters to Twitter events
With Adjust SDK 4.0 and above, you also have the opportunity to implement Partner Parameters: additional data from your app that you can transmit directly to the partner via Adjust. In Twitter’s case, you can add additionally, more detailed information about the context of a user, to keep for further use in your Twitter campaigns.
There is a particular set of partner parameters that Twitter will accept, in association to a linked event:
|registration_method||A string describing the method of registration for the app associated to this event||
|content_id||Product or content ID associated with an event (string)||
|price_currency||Currency code (Three-letter ISO 4217)||
|price_micro||Price associated with the event, in micro-currency units||
|level||A level, e.g. in a game|
|number_items||Number of items associated with the event||
|search_string||Any search string used||
|user_payment_info||Boolean to denote whether or not the user’s payment information is stored in the app||
|max_rated_value||A double value to indicate the maximum rated value of this event||
|description||Any miscellaneous string description||
To transmit any of this additional data, first integrate the Partner Parameters according to the SDK readmes, and transmit them with the
eventTrack method. Make sure that you also activate that event in the Event Linking section of the Twitter integration.
Twitter re-engagement campaigns allow you to target users that already have your app installed. With the help of re-engagement mechanisms, Twitter can help you bring these users back to your app.
Adjust automatically syncs and queries the Twitter re-engagement data as “reattributions” for the respective campaign and tracker. You are instantly able to analyse and compare your re-engagement data together with your mobile app install ads.
For the purpose of cohort analysis, your re-engaged users are included in the “install-date cohort” for the day on which they were reattributed.
As reattributions are automatically generated, you have the possibility to have them blocked via the Track Reattribution switch if you are not running any reattribution campaigns for Twitter.
Tweets lend themselves well to be registered briefly and then be scrolled away. For that reason, you may want to activate impression tracking for your Twitter campaigns. Impression tracking is available as an optional per-app add-on with Adjust that you may activate in your App Settings.
You can activate impression tracking in your App Settings (under Attribution Settings) for each app. As soon as you do, Adjust will accept calls from Twitter that are denoted as conversions that came from impressions. Without further changes, your Adjust dashboard will incorporate users that converted from impressions.
For more specifics on impressions and how to analyze them, check out the specific doc on the subject.
As Twitter does not report impressions that do not convert, Adjust will not display the number of impressions.
For policy reasons, all Twitter Marketing Platform Partners (MPPs) are instructed not to store Twitter attribution data longer than 90 days. Once this limit has been reached, users are automatically moved to a separate tracker,
Expired Attributions, which you can find under
Twitter Installs or
Twitter Audience Installs.
We continue to track the all users’ performance, but all events and sessions - past as well as new - are moved onto the Expired Attributions tracker. The change applies retrospectively.
Expired attributions trigger callbacks as they would normally, although the expiration itself is not recorded as a reattribution event and hence does not trigger a reattribution callback.
Twitter campaigns and installs are not showing up in Adjust. Adjust starts submitting data to Twitter the moment you have completed the setup. However, installs will only show up the moment there has been a succesful conversion. Please make sure that your campaigns running in your respective Ads account are connected to Adjust. Additionally, to track Twitter campaigns only one measurement partner can be used in Twitter.
Adjust dashboard shows more or fewer installs than Twitter. Please note that Twitter works on a different timezone than Adjust does by default. Twitter is using PST/PDT, and Adjust runs in UTC, which can lead to a difference of up to 40% when reviewing single days. Discrepancies resulting from this difference in timezones can be minimized by changing your timezone in Account Settings > Your Data or by using the timezone filter in Statistics.
Furthermore, Twitter uses several attribution models: post-click, post-view and assisted installs, as well as different attribution windows. Please check to ensure your attribution windows are aligned for both Twitter and Adjust (the above section on attribution model settings may be helpful) and enable Impression Tracking in Adjust if you are running impression campaigns on Twitter.
8Twitter Marketing Platform Partners (MMP)
When working with Twitter you can also optinally work with of Twitter’s Marketing Platform Partners. There is no special setup needed. You simply have to enable access for your marketing platform partner to your respective Twitter Ads account, and make sure this Ads account is toggled on for tracking in Adjust. You will automatically see the data flowing in. If you have questions regarding setup please contact email@example.com.