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Set up Twitter

As a Twitter Mobile App Conversion Tracking Partner (MACT), Adjust can track your performance marketing efforts on Twitter.

First, add your Twitter handles and Ads accounts to Adjust. Next, use our basic setup instructions to track your Twitter campaigns. When you're finished, move on to the advanced setup instructions to forward data to Twitter, track events, and more.

Manage your Twitter Ads accounts

Twitter ads are organized by Twitter handles and Twitter Ads accounts. While each Twitter handle is directly associated with a specific Ads account, its access can be extended to include additional ad accounts within your Twitter interface. Therefore, all Adjust-tracked apps may be associated with various Ads accounts and any number of handles. All Twitter handles and Twitter Ads accounts can be precisely configured in managing data visibility and sharing.

When making changes to your Twitter account setup, we always recommend pausing your Twitter campaigns, since the MACT API requires a complete re-sync of all modified account data.

Add Twitter handles and Ads accounts to Adjust

To connect your Twitter handles and Ads to your Adjust dashboard, follow these steps.

  1. Select MENU > Partner Ad AccountsTwitter
  2. Select ADD ACCOUNT 
  3. If necessary, accept Twitter's Mobile App Conversion Tracking (MACT) Terms & Conditions
  4. Select SIGN IN WITH TWITTER
  5. Log in via OAuth (this automatically redirects you back to the Adjust dashboard)
  6. Select the Refresh accounts list
  7. Enable the necessary Twitter Ads accounts
  8. Select SAVE

Now Adjust will track all campaigns created for that Twitter Ads account.

1a. Select MENU to open the main navbar (on the left-hand side)

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Connect additional handles to your Twitter Ads account

You can associate multiple Twitter handles with each Twitter Ads account, separately from Adjust. Please reach out to your Twitter representative to make these changes or follow the steps below.

  1. Go to your Twitter Ads account and open your settings
  2. Select Editing access to account
  3. Click on Add more users and search for the respective Twitter handle (e.g., @adjustcom)
  4. Select the user and user role, and add the handle to the Twitter Ads account

Once complete, the Twitter Ads account will appear within the added Twitter account. From there, you have the ability to enable the Twitter Ads account for each app in your Adjust dashboard. Please note that access to a Twitter Ads account can only be granted from within said Twitter Ads account; a standard Twitter account cannot gain or request access to an Ads account independently.

Set custom permissions for Twitter handles and Twitter Ads accounts

You can set custom, app-level permission settings for Twitter. These settings override a user's default settings as enabled via the Adjust dashboard's My Account tab. Use these settings to customize a user's access to all of your Adjust-tracked Twitter mobile app install ads, and Twitter engagement and re-engagement campaigns.

To set custom permission settings for every Twitter handle and Twitter Ads account, follow these steps.

  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Twitter > Custom Twitter Permissions 
  3. Turn on Custom Twitter Permissions and select SAVE
  4. Select Custom Twitter Permissions
  5. Turn on the Twitter Ads Account that you want to change
  6. Select SAVE to confirm your changes

1. Find your app and select your app options caret (^)

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Basic setup

To track your Twitter campaigns in Adjust, follow these steps.

  1. Configure the Twitter handles and Twitter Ads account that you want to associate with your Adjust tracking. See the instructions above.
  2. Find your app and select your app options caret (^)
  3. Select Partner Setup
  4. Select ADD PARTNERS, and select Add (+ icon) beside Twitter
  5. Turn on Install Conversion
  6. Select SAVE

Now Adjust will track all of your Twitter mobile app install ads, and engagement and re-engagement campaigns.

Note: Since Twitter only report clicks that convert, Adjust will not display the number of clicks generated by your Twitter inventory.

Turn on impression-based attribution

Please note that impression tracking in Adjust is only available for accounts in the Business pricing plan and higher.

To track impressions for Twitter campaigns, follow these steps.

  1. Find your app and select your app options caret (^)
  2. Select All Settings > (SETTINGS) AttributionImpression
  3. Turn on Enable impression-based attribution
  4. Set your tracker-level attribution windows to match Twitter's (once trackers have been automatically generated). By default, Adjust's attribution window for impression tracking is 24 hours. This means that a user must install your app within 24 hours of the impression in order to be attributed to a Twitter campaign.
  5. Select SAVE

Now that impression-based attribution is on, Adjust will track and report conversions from impressions.

Since Twitter only reports impressions that convert, Adjust will not display the number of impressions generated by your Twitter inventory.

Advanced setup

Now that Adjust is connected to Twitter, customize your setup.

Forward data to Twitter or a Twitter Marketing Platform Partner

By working with Twitter, you have the opportunity to seamlessly integrate Adjust with any of Twitter’s Marketing Platform Partners (MPPs). To pass Adjust-tracked data to another Twitter MPP, simply enable access for your marketing platform partner to your respective Twitter Ads account, and make sure this ad account is toggled ON for tracking in Adjust. Once complete, you will automatically see Adjust data in the third-party platform. For setup questions, contact support@adjust.com.

Forward in-app events

Event linking lets you forward in-app event data directly to Twitter for more precise targeting. You can link every in-app event in Adjust to a preset Twitter name or a custom event name.

To link in-app events to Twitter, follow these steps.

  1. Find your app and select your app options caret (^)
  2. Select Partner SetupTwitterEvent Linking
  3. Find the event you want to link and update the field with a Twitter event name or your own custom name. For reference, the predefined Twitter labels are:
    • sign_up
    • login
    • purchase
    • update
    • level_achieved
    • added_payment_info
    • add_to_cart
    • add_to_wishlist
    • tutorial_complete
    • checkout_initiated
    • rated
    • content_view
    • achievement_unlocked
    • spent_credits
    • search
    • reservation
    • share
    • invite
  4. Select SAVE

1. Find your app and select your app options caret (^)

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Forward custom data

Partner parameters (available in Adjust SDK version 4.0+) let Adjust collect custom data points from your app and forward them directly to Twitter.

First, set up partner parameters within the Adjust SDK (full list here). Then, turn on partner parameter forwarding in the Adjust dashboard.

To turn on partner parameter forwarding in Adjust, follow these steps.

  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Twitter
  3. Turn on Parameter Forwarding

Now that your partner parameters are connected to Twitter, Adjust will forward custom event details directly to Twitter for any of your linked events.

Note: Revenue events will be passed to Twitter without the need for configuring partner parameters.

Full list of accepted Twitter parameters

Parameter nameContentExample
registration_methodA string describing the method of registration for the app associated with this eventfacebook, amazon
content_idProduct or content ID associated with an event (string)9826193
price_currencyCurrency code (three-letter ISO 4217)EUR, USD, JPY
price_microPrice associated with the event in micro-currency units123450000 (i.e., $123.45)
levelA level, e.g., in a game5
number_itemsNumber of items associated with the event2
search_stringAny search string usedAdjust + twitter integration
user_payment_infoBoolean to denote whether or not the user's payment information is stored in the apptrue or false
max_rated_valueA double value to indicate the maximum rated value of this event3.5
descriptionAny miscellaneous string descriptionAdjust is nifty

Developer guides for partner parameters

Once your partner parameters have been written into the Adjust SDK and permission has been granted within the Adjust dashboard, Adjust will forward these custom data points directly to Twitter.

Integration details

Per Twitter's requirements, Adjust (and all other Twitter MACTs) cannot store Twitter attribution data for longer than 90 days. When this limit has been reached, Twitter-attributed users are automatically displayed in a separate Adjust tracker called Expired Attributions. Expired attributions are listed at the campaign level (sublevel 1) for the following Adjust-tracked sources:

  • Twitter Installs
  • Twitter Audience Platform

While Adjust will continue to track users’ future activity, all events and sessions will display within the Expired Attributions tracker. Please note that the change applies retrospectively, so all previously tracked event and session data remains with its user, within the Expired Attributions campaign-level tracker.

Expired attributions are a display modification and not considered reattributions in Adjust.

FAQs

How does Adjust track installs with Twitter?

Since API integrations don’t use Adjust tracker URLs, we send SANs every app session our SDK reports. If Twitter recognizes the activity, they respond with the device identifier and timestamp. Following our own attribution method, Adjust then uses the engagement data from all networks (including non-SANs) to attribute the install to the last tracked source.

Can I use Adjust tracker URLs with deeplinks in my Twitter campaigns?

Since Twitter tracker URLs are automatically generated at the time of click, you must define your app's deeplink scheme in your Twitter Ads dashboard:

  1. Go to Tools > App manager
  2. Select Edit beside the app of your choice
  3. Select Update deep link scheme

Do not create or use Adjust tracker URLs with the Adjust deep_link parameter appended or universal links in your Twitter ad campaigns.

What Twitter data does Adjust report?

Important: To receive Twitter campaign information in your raw data exports, you need to make sure that you have accepted Twitter's Mobile App Conversion Tracking (MACT) Terms & Conditions in the Adjust dashboard. For details, please reach out to support@adjust.com.

In Adjust, your Twitter data appears as:

  • network (top level): Twitter Installs or Twitter Audience Platform
    • campaign (sublevel 1): Twitter campaign name (campaign ID) or organic
      • adgroup (sublevel 2): Tweet ID
        • creative (sublevel 3): Twitter line item ID

Twitter Installs also includes organic installs, which are displayed at the campaign sublevel. These installs are not associated with any campaign running on Twitter, but where organically generated through Twitter. These are charged as attributions in your Adjust pricing plan.

Why aren't my Twitter campaigns tracking in Adjust?

There are several possible explanations:

Review your basic setup. Once you've configured your Twitter Ads account in your Adjust dashboard Twitter module, Adjust tracks all of your Twitter campaigns automatically.

Installs claimed by Twitter fall outside of the attribution window. Adjust only reports installs in instances where conversions have occurred within the applicable attribution window. Therefore, if Twitter reports an install driven outside of Adjust's attribution window, the install could be attributed to the Organic tracker. To verify your Adjust attribution window settings, choose an app in the dashboard and select All Settings > Attribution.

Why does my Adjust dashboard show fewer (or more) installs than Twitter?

In the case of a reported install discrepancy, we always recommend that you consider the following:

Different attribution windows. Confirm that the attribution windows in both platforms are the same. You can confirm and modify your Twitter attribution settings within the Twitter Ads dashboard by going to Tools > Conversion tracking. In Adjust you can set tracker-level attribution windows or confirm and change your app-level attribution window settings by selecting an app in the dashboard and going to All Settings > Attribution. By default, Adjust tracks all installs within a 7-day last-click attribution window and 24-hour last-impression attribution window.

Different time zones. Confirm that the time zones in both platforms are the same.

Assess your acquisition strategy. If you are advertising on multiple channels, is it possible that a reported Twitter user could have been attributed elsewhere within Adjust?

Twitter reports Assisted Conversions. When exporting reports from the Twitter dashboard to compare data with Adjust, ensure that you exclude Assisted Conversions. Adjust does not include assisted conversions in its reporting, but Twitter does so by default.

Why does my raw data show fewer Twitter installs than my Adjust dashboard?

If Twitter users' settings are not configured to allow for the sharing of non-public impression and engagement information with advertisers, their install and in-app events will be reported as "organic" in your raw data exports. Our dashboard will still report on all Twitter-driven install and in-app events, in aggregate.

As a result, you will see higher Twitter-driven installs and in-app events in our dashboard than in the raw data export. Between our dashboard and the raw data export, the dashboard will be the source of truth for Twitter-driven events.

Why do I see a discrepancy between MMP install rates and per user install rates?
Twitter users are able to control how they share information with advertisers in their Personalization and Data settings. Please refer to our Help Center article for more information.
This means that measurement partners are still able to report on install rates and in-app events from all devices, in aggregate, but they are not able to provide advertisers with the non-public engagement and impression information for the subset of devices who have not configured data sharing.

What is the source of truth? Which number should I believe?
Between your measurement partner dashboard and raw data exports, the dashboard should be your source of truth for reporting. Dashboards will contain the total number of installs driven by Twitter campaigns, in aggregate, including devices for which the settings both allow and do not allow this non-public personal data sharing.

What is the % discrepancy? Are there campaign setting to reduce it? How can I compute LTV for the opted out users?
Discrepancy varies by geo, by partner, and by advertiser. We are collaborating with Twitter on a long term solution to address advertisers’ need for computing LTV.

Which regions are affected?
This affects all regions.

How does this affect reengagement campaigns?
Twitter reengagement campaigns will show attribution for all devices in aggregate in the measurement partner’s dashboard, but will only allow for a raw data export of the subset of devices for which data settings allow for the sharing of non-public personal information.