We are releasing an update to the Ads API that introduces a new way for advertisers to optimize their App Install campaigns.
Introducing App Purchase Optimization
On August 1, we are introducing App Purchase Optimization (APP_PURCHASES) as a supported value for the goal parameter within the Line Items endpoint for App Installs campaigns. This new goal allows advertisers to optimize for cost-efficient, lower funnel outcomes by delivering their ads to people most likely to make a purchase.
This launch represents our first step towards enabling app advertisers to optimize for ROI-based goals and will help drive overall purchases advertisers get from Twitter. Ultimately, we view this work as a way to begin to increase revenue for our advertising partners and help grow their businesses.
*Source: Data from internal Twitter testing in Q2 2022 comparing campaigns optimizing for Purchases vs. campaigns optimizing for Installs.
Campaign Setup Requirements:
At launch, App Purchase Optimization will require the specific campaign settings detailed below. Over time, these requirements may loosen as the product develops.
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objective must be set to APP_INSTALLS
-
bid_strategy must be set to AUTO
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pay_by must be set to IMPRESSIONS
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android_app_store_identifier must be set
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placements must be set to ALL_ON_TWITTER, TWITTER_PROFILE, TWITTER_REPLIES, TWITTER_SEARCH, or TWITTER_TIMELINE
Key notes:
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This change applies to values associated with the goal parameter and is applied at the Line Item level.
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With this launch, the goal parameter for App Installs campaigns will support APP_CLICKS, APP_INSTALLS, and APP_PURCHASES.
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At launch, App Purchase Optimization will only be available for Android apps. Support for iOS apps will be enabled in future iterations.
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App Purchase Optimization will not support Twitter Audience Platform placements. Advertisers must run on Twitter owned & operated placements.
App Purchase Optimization is concurrently launching within Twitter Ads Manager, so we recommend that developers add support for the new APP_PURCHASES value to unlock this new capability for advertisers.
Example Request using APP_PURCHASES:
twurl -H ads-api.twitter.com -X POST '/10/accounts/18ce55hp1xi/line_items' -d "campaign_id=hysnr&product_type=PROMOTED_TWEETS&placements=TIMELINES&objective=APP_INSTALLS&goal=APP_PURCHASES&bid_strategy=AUTO&android_app_store_identifier=com.twitter.android&entity_status=DRAFT&start_time=2022-10-28T00:00:00Z"
{
"request": {
"params": {
"placements": [
"TWITTER_TIMELINE"
],
"start_time": "2022-10-28T00:00:00Z",
"goal": "APP_PURCHASES",
"product_type": "PROMOTED_TWEETS",
"bid_strategy": "AUTO",
"objective": "APP_INSTALLS",
"entity_status": "DRAFT",
"account_id": "18ce55hp1xi",
"campaign_id": "hysnr"
}
},
"data": {
"advertiser_user_id": 3298994005,
"name": null,
"placements": [
"TWITTER_TIMELINE"
],
"start_time": "2022-10-28T00:00:00Z",
"bid_amount_local_micro": null,
"advertiser_domain": null,
"target_cpa_local_micro": null,
"raw_categories": [],
"primary_web_event_tag": null,
"goal": "APP_PURCHASES",
"daily_budget_amount_local_micro": null,
"product_type": "PROMOTED_TWEETS",
"end_time": null,
"bid_strategy": "AUTO",
"duration_in_days": null,
"standard_delivery": null,
"total_budget_amount_local_micro": null,
"objective": "APP_INSTALLS",
"id": "mnpvp",
"entity_status": "DRAFT",
"automatic_tweet_promotion": null,
"product_set_id": null,
"frequency_cap": null,
"android_app_store_identifier": null,
"categories": [],
"currency": "USD",
"pay_by": "IMPRESSION",
"catalog_id": null,
"created_at": "2022-06-14T22:36:35Z",
"ios_app_store_identifier": null,
"updated_at": "2022-06-14T22:36:35Z",
"campaign_id": "hysnr",
"creative_source": "MANUAL",
"deleted": false
}
}
To learn more about Line Item settings, check out this page.
Please let us know if you have any questions.
Twitter Ads API team
