Twitter Launches Conversion Lift Reports
- Friday, October 16th, 2015
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Twitter has added conversion lift reports to its ad platform.
The reports splits the target audience for a Twitter ad into two: a test group that have seen it, and a control group who havent.
These are used to calculate the incremental conversion lift of the campaign. Reports also feature targeting recommendations based on study results, conversion efficiency, transaction value lift gained through Twitter Ads and more. 
At launch, conversion lift reports cover three types of campaign, measuring clicks to websites, mobile app installs and re-engagements, and switches in mobile operator.
Twitter also shared some figures from the reports beta test period. Overall, compared to a control who didnt see the ad, Twitter users exposed to a promoted tweet are 1.4x as likely to convert to the advertisers site – and those who engage with the tweet are 3.2x as likely to convert.
