We are announcing two updates related to campaign creation on the Ads API. Specifically, the updates are:
- Going forward, we are limited the number of line items that can be active for a Twitter Ads Account to 256. This update is related to our Aggregated Measurement launch. This limit applies to all campaigns independent of the objective.
- Officially opening up the
goal: SITE_VISITS from closed beta to global availability*
*Additionally, we are renaming the Website clicks objective in the Twitter Ads UI to “Website traffic”. In the Ads API, the objective name is not changing. It will remain as WEBSITE_CLICKS.
- With that, we strongly recommend that you update your UI copy to “Website traffic”.
Aggregated Measurement (incl. a new Line Item limit)
Since Apple’s App Tracking Transparency launched last year, we have been working to evolve our products to improve value for businesses while maintaining our commitments to consumers. This is aimed at providing conversion metrics by counting events in aggregate for audiences who have opted out of tracking on iOS devices.
In other words, this will be a potential improvement for advertisers who have seen a decrease in attribution across their campaigns after the implementation of Apple’s App Tracking Transparency Framework. We saw - though results may vary depending on the advertiser or the campaign details - on average, a 31% increase in attributable Site Visit Conversions** in Twitter Ads Manager, across advertiser campaigns.
New 256 line item limit validation rule across all campaign objectives
As part of this Aggregated Measurement release, we have introduced a 256 line item limit for actively running campaigns per ads account across any objective moving forward. That is, you can no longer create >256 active line items running per ads account at a time.
This limit is aimed to help preserve user privacy. In particular, to help reduce the opportunity to identify individual users.
Find more information on Aggregated Measurement.
Site Visits Optimization
We are also releasing the Site Visits Optimization product. This is available on ads.twitter.com as well as via the Twitter Ads API.
Site Visits Optimization is Twitter’s improved buying model dedicated to finding and serving ads to the audiences most likely to visit your advertiser’s website at a lower cost. This option is available with the WEBSITE_CLICKS objective. On the Ads API, this means we are opening up the goal: SITE_VISITS to global availability.
With the launch of Site Visits Optimization, ads.twitter.com has renamed the Website clicks objective. The new name is now Website traffic. As shared above, the objective name is not changing in the Ads UI - it will remain as WEBSITE_CLICKS.
This name change better represents the focus of this objective which is to drive high quality traffic to websites.
With that, we strongly recommend that you update your UI copy to “Website traffic”. This helps ensure consistency with ads.twitter.com, helping reduce any user confusion.
Line item set up requirements
- Set the
objective to WEBSITE_CLICKS
- Set the
goal to SITE_VISITS
- Specify a
primary_web_event_tag
- Note: you can only specify conversion events of
SITE_VISIT conversion type
- Set the
pay_by to IMPRESSION
Reminder: moving forward, for any objective - including WEBSITE_CLICKS, there is a 256 line item limit.
Documentation
For more Ads API documentation related to these changes, visit this page.
For more information about our recent Website traffic changes, as well as our broader Performancing advertising efforts, visit this page.
Please let us know if you have any feedback.
Twitter Ads API team
**Source: Data was pulled through our backend attribution system from 12/17/2021-1/13/2022 across all advertiser campaigns, reporting on the attributable Site Visit conversions across all OS platforms (iOS, Desktop, Android, Other) with Aggregated Measurement enabled compared to not being enabled. Results may vary depending on the advertiser or the campaign details.