Deprecation Announcement: Website Conversions

deprecation
announcements

#1

We have made the decision to discontinue the Website Conversions (beta) objective. As early as 2017-04-12, it will no longer be possible to create Website Conversions (WEBSITE_CONVERSIONS) campaigns.

Direct Response is and will continue to be a priority for Twitter.

We recommend that advertisers use the Website Visits (WEBSITE_CLICKS) objective instead. With this objective, it’s possible to:

  • optimize for “high-intent” users who exhibit key behaviors signaling a higher likelihood of a website conversion
    • when creating a line item, use optimization=WEBSITE_CONVERSIONS
  • track conversions using either universal or single event website tags
    • when creating a line item, use the primary_web_event_tag parameter to track key conversions

The Website Visits (WEBSITE_CLICKS) objective will continue to benefit from performance and optimization enhancements and continue to have access to key measurement and targeting features including the website tag, key conversions, tailored audiences, DoubleClick, and the Twitter Audience Platform.

Twitter Ads API Team


How to declare automatic bid for website conversions
#2

#3

#4

It is no longer possible to create new or update existing Website Conversions campaigns. Trying to do so will result in the following error:

$ twurl -X POST -H ads-api.twitter.com "/1/accounts/18ce54d4x5t/line_items?advertiser_domain=twitter.com&bid_amount_local_micro=100000&bid_type=TARGET&campaign_id=74vug&categories=IAB12&objective=WEBSITE_CONVERSIONS&paused=true&placements=ALL_ON_TWITTER,PUBLISHER_NETWORK&primary_web_event_tag=nvoqv&product_type=PROMOTED_TWEETS&target_cpa_local_micro=100000"
{
  "errors": [
    {
      "code": "INVALID",
      "message": "The line item objective WEBSITE_CONVERSIONS is no longer supported.",
      "attribute": "objective"
    }
  ],
  "request": {
    "params": {
      "bid_type": "TARGET",
      "placements": [
        "ALL_ON_TWITTER",
        "PUBLISHER_NETWORK"
      ],
      "bid_amount_local_micro": 100000,
      "advertiser_domain": "twitter.com",
      "target_cpa_local_micro": 100000,
      "primary_web_event_tag": "nvoqv",
      "product_type": "PROMOTED_TWEETS",
      "objective": "WEBSITE_CONVERSIONS",
      "paused": true,
      "account_id": "18ce54d4x5t",
      "categories": [
        "IAB12"
      ],
      "campaign_id": "74vug"
    }
  }
}

In addition, existing campaigns have been halted—that is, they’ve stopped serving. We’ve added a new enum—RETIRED_OBJECTIVE—that will appear in the reasons_not_servable array for campaigns in this state.

$ twurl -H ads-api.twitter.com "/1/accounts/18ce54d4x5t/campaigns/74vug" | jq
{
  "request": {
    "params": {
      "campaign_id": "74vug",
      "account_id": "18ce54d4x5t"
    }
  },
  "data_type": "campaign",
  "data": {
    "name": "test-website-conversions-create",
    "start_time": "2017-01-08T00:00:01Z",
    "reasons_not_servable": [
      "RETIRED_OBJECTIVE",
      "PAUSED_BY_ADVERTISER"
    ],
    "servable": false,
    "daily_budget_amount_local_micro": 500000,
    "end_time": null,
    "funding_instrument_id": "lygyi",
    "duration_in_days": null,
    "standard_delivery": true,
    "total_budget_amount_local_micro": 1000000,
    "id": "74vug",
    "entity_status": "PAUSED",
    "paused": true,
    "account_id": "18ce54d4x5t",
    "frequency_cap": null,
    "currency": "USD",
    "created_at": "2017-01-10T06:46:41Z",
    "updated_at": "2017-01-10T06:46:41Z",
    "deleted": false
  }
}