Integrating >x< with Campaign Manager 360 (CM360)

Overview

Click tracking is a common reporting metric for measuring the performance of campaigns. At times, advertisers prefer leveraging third-party tracking (such as Google’s CM360 product) versus using >x< first-party data and will leverage a Click Tag to understand the volume of clicks and conversions that their campaigns received.

• Campaign Objectives Covered:
  • Website traffic, Conversions, Video views, and Pre-roll views.
• Reporting Compatibility:
  • CM360’s Offline Reporting (Standard report) allows advertisers to review conversions on a Campaign, Ad Group, and Ad level. This includes the last click (ie: same device conversion).

Setup instructions

In order to get started, you must first have a Campaign Manager 360 (CM360) account.

Take the following steps to connect a >x< campaign to Campaign Manager 360 (CM360):

1. Ensure your Campaign Manager 360 (CM360) account is enabled for >x<

Work with your Campaign Manager 360 (CM360) Account Manager to ensure that your Campaign Manager 360 (CM360) account is configured for use with >x<.

2. Create a new placement for your >x< campaign

Please refer to the Campaign Manager 360 (CM360) Help Center article to learn how to create a >x< campaign tag.

3. Input the Campaign Manager 360 (CM360) tracking tag URL into a >x< campaign

To insert a Campaign Manager 360 (CM360) tag into a campaign, first create a new >x< campaign on ads.x.com. Campaign Manager 360 (CM360) Impression tags will work for all campaign objectives. Campaign Manager 360 (CM360) Click tags will work for Website traffic, Video views, and Pre-roll views.

Under “Ad group details” > “Delivery”, click on “Measurement options” to expand additional fields. Here, you’ll see fields for “Google Campaign Manager impression tag” and “Google Campaign Manager click tag”. Insert the appropriate tags to enable CM360 measurement for the Ad group.

This tracking tag URL should only be the raw tracking URL. The tracking tag URL should not include any containers or wrappers like <img> or <script> tags. Here's an example of a correctly formatted tracking code (excluding the specific IDs to your account, which are replaced with hashtags in this example):

Please note you need to follow these steps for every Ad group.

Finish completing your campaign setup and save the campaign. Inserting the tag will connect this >x< campaign (and the creatives added to the campaign) to Campaign Manager 360 (CM360). Do not apply individual click trackers on your posts.

Common tag implementation mistakes

Including the <img> tag

Your tracking tag should not be placed with the <img> tag:

Not selecting “Twitter-Official - 2061500” when generating a tag

Be sure to select Twitter-Official - 2061500 when creating a new tracking tag URL. Failing to select Twitter-Official - 2061500 will cause errors with your campaign integration.

Measuring performance

Once you’ve properly input Campaign Manager 360 (CM360) tags into your Campaign’s Ad groups, you’ll begin receiving campaign data in your Campaign Manager 360 (CM360) reporting. Please note that due to the nature of the separate reporting pipelines, there will always be some expected discrepancies between Campaign Manager 360 (CM360) reporting and the reporting available in the >x< campaign dashboard.

Here are how events should map between the two platforms:

*Please note that the Click Tag only shares “Link Clicks” data.

Frequently asked questions

• Does the Click Tag report on impressions or additional metrics?

  No, the Click Tag only supports link clicks.

• Why doesn't the Campaign Manager 360 (CM360) data match the >x< data?

• Can I add, or piggyback, additional tags to my Campaign Manager 360 (CM360) tracking tag?

• Can I use Campaign Manager 360 (CM360) with all campaign objectives?

• Why aren't my conversions matching between Campaign Manager 360 (CM360) and the >x< campaign dashboard?

• How can I get more help?

• I am running campaigns with a CM360 click tag that is driving to different destination URLs with different ads under one ad group. In CM360, the click tag is trafficked to one destination URL only. How will >x< be able to track data for multiple destination URLs if we only use one-click tag at the ad group level (as opposed to multiple at the creative level)?

• Can I utilize the DCM Click Tag on the creative level (ad level) instead of the ad group level?

Ready to get started?