#1

As of September 23, 2021, and over the next several weeks, we are gradually rolling out a new default pay_by parameter, IMPRESSION, to the Line Items endpoint for APP_INSTALL campaigns that have their goal set to APP_INSTALLS.

  • NOTE: We will slowly grant Twitter ad accounts access to this update. Developers will need to check whether the account has access to the feature PAY_BY_IMPRESSION using GET accounts/:account_id/features.

Specifically, this option will bill campaigns based on impressions rather than clicks, which was the only option previously.

Key notes

  • This update will not affect existing campaigns: existing campaigns that are set on the pay_by: APP_CLICKS option will not be affected. That is, they will continue to be billed based on app clicks
  • You can still use the pay_by: APP_CLICKS option, however it will no longer be the default option for new campaigns. That said, we recommend leveraging pay_by: IMPRESSION once available
  • We expect little to no impact to campaigns; you may notice more consistent delivery and performance. Keep in mind that bidding will not change as a result of this release. This release only relates to the pay_by field
  • Action: set pay_by: IMPRESSION to the default option on your platforms for the APP_INSTALLS goal

More details

This change aims to enable better campaign pacing. Additionally, this option will be our lowest latency billing option.

Getting started

Advertiser accounts that support Pay by impression will have PAY_BY_IMPRESSION feature for their Twitter Ad account.

  • Request the GET accounts/:account_id/features endpoint and verify that PAY_BY_IMPRESSION is in the response.

  • For Twitter Ad accounts that support this feature, allow the advertiser to select either IMPRESSION, as the default, or APP_CLICKS for APP_INSTALLS objective line items with APP_INSTALLS set for goal

Please let us know if you have any questions.

Twitter Ads API team