Twitter Simplifies Remarketing and Custom Audiences with Universal Website Tag
Remarketing - the practice of targeting people who've visited your website with ads based on their activity - has become hugely popular in recent years. And for good reason - remarketing works because you're reaching an audience that's already interested enough in your products to have come to your website, and the more targeted and personalized you can make your remarketing efforts, the better.
But in order to do this you need to track website activity - remarketing requires the use of tracking codes inserted into your website, and implementing them poses its own challenges, both in terms of technical expertise and time. To simplify the process, most platforms are now moving towards universal code - customized tags which can be entered on your site just once, then utilized over and over for different purposes, as opposed to having to insert a new tag every time you want to track something. And now, Twitter's joined this trend, introducing a new universal website tag for all advertisers, globally, to help them better track and utilize web traffic data.
As detailed by Twitter:
"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."
Using the new code, advertisers will be able to hone in on more data points and utilize those insights for remarketing campaigns based on various trigger events. Twitter provides the following example:
"Let's say that Janice runs an e-commerce jewelry store, and she wants to measure how many people are visiting her site and purchasing jewelry online. After installing the new Twitter website tag, she can create conversion events through her Twitter Ads account: one for all site visitors, and one for anyone who reaches her purchase confirmation page - giving her the ability to track both sets of customers with just one tag."
You can also use the universal website tag to create tailored audiences to target website visitors based on their specific actions on site - for example, those who've looked at 'rings' could be targeted with one ad, and those who've looked at 'bracelets' another.
This level of segmentation is now possible through the use of one code, as opposed to having to insert a new code into your websites HTML data every time you want to track a new event. The universal event tag also enables you to build up to 200 audiences - the single-event tag is limited to 25 audiences.
Twitter's universal website tag is available now in the Twitter Ads dashboard to all advertisers globally, with API access rolling out within the coming weeks. The website tag, if available to you, can be accessed via ads.twitter.com - head to the 'Tools' menu, then select 'Conversion Tracking'.
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