Update September 28: The TWITTER_REPLIES placement option is now available within the REACH objective. See updated details below.
We are releasing two new updates to the Ads API, aimed at improving ad campaign scale through additional inventory and app event management with a new field.
Specifically, we are releasing:
-
Tweet Replies Ad Placement: a new placement option (TWITTER_REPLIES) is available now on the Ads API and the Ads UI. This placement offers a new way to scale by enabling ads to be delivered within the replies of a Tweet. Read more about this product below.
-
App Event Tags: a new provider_name field is now available for the app_event_tags endpoint. This field helps provide visibility into the Mobile Measurement Partner tied to a particular App Event, to help with troubleshooting. Read more about this product below.
Tweet Replies Ad Placement
This launch introduces a new placement option for advertisers running on the App Installs or Reach objective. With new placement options come new opportunities to help enable incremental scale for advertisers looking to reach untapped audiences.
From experiments, advertisers running on App Install objective, when enabling Replies, saw on average, a decrease in cost per install and increase in impressions. Our latest experiment indicated around a 7% decrease in CPI, 11% increase in installs and a 13% increase in impressions.*
Key notes:
-
We recommend setting this as default opt-in for advertisers. This will reflect the same default setting in Twitter Ads Manager. This new placement won’t be included as part of ALL_ON_TWITTER at this time. We may add this placement into ALL_ON_TWITTER in the future. Note that this will not affect the analytics shown when using this placement
-
At this time, TWITTER_REPLIES placement is only available for the APP_INSTALLS and REACH objectives
We recommend building for this option now to align with the Ads UI.
Example Request:
twurl -H ads-api.twitter.com -X POST '/11/accounts/55w3kv/line_items' -d "campaign_id=hp2kh&funding_instrument_id=lfme&bid_amount_local_micro=10000&product_type=PROMOTED_TWEETS&placements=TWITTER_REPLIES&objective=APP_INSTALLS&ios_app_store_identifier=972909677&entity_status=DRAFT&start_time=2022-05-01" | jq .
{
"request": {
"params": {
"line_item_id": "mc35w",
"account_id": "55w3kv"
}
},
"data": {
"advertiser_user_id": "312226591",
"name": null,
"placements": [
"TWITTER_REPLIES"
],
"start_time": "2022-05-01T00:00:00Z",
"bid_amount_local_micro": 10000,
"advertiser_domain": null,
"target_cpa_local_micro": null,
"raw_categories": [],
"primary_web_event_tag": null,
"goal": "APP_INSTALLS",
"daily_budget_amount_local_micro": null,
"product_type": "PROMOTED_TWEETS",
"end_time": null,
"funding_instrument_id": "lfme",
"bid_strategy": "MAX",
"duration_in_days": null,
"standard_delivery": null,
"total_budget_amount_local_micro": null,
"objective": "APP_INSTALLS",
"id": "mc35w",
"entity_status": "DRAFT",
"automatic_tweet_promotion": null,
"frequency_cap": null,
"android_app_store_identifier": null,
"categories": [],
"currency": "USD",
"pay_by": "IMPRESSION",
"created_at": "2022-05-02T18:46:52Z",
"ios_app_store_identifier": "972909677",
"updated_at": "2022-05-02T18:46:52Z",
"campaign_id": "hp2kh",
"creative_source": "MANUAL",
"deleted": false
}
}
To get started with Tweet Replies, check out this page.
*Results from experiments of app advertisers running on App Install objectives, opted into Profiles and Replies placement from 4/14-4/21. Results show the median performance of eligible campaigns with an image app card format only on iOS and Android v. performance of same advertisers not opted-in to Replies placement.
App Event Tags: provider_name
This is a new field for the app_event_tags endpoints. This field helps provide greater visibility with App events by returning the Mobile Measurement Partner’s name related to an event. This can then help with App Tag event troubleshooting and implementation.
This update also improves parity with Twitter Ads Manager.
Please let us know if you have any questions.
Twitter Ads API team
