Website Tags were created by Twitter to help track conversions that happen on external sites as a result of a Promoted Tweets.

With tags, you can track any kind of onsite conversion. You can even add more than one tag to measure different actions that users might do.

For every even’t you should use a custom name and describe with the type of conversion:

  • Site Visits
  • Downloads
  • Purchases
  • Sign ups
  • Custom

Currently, Twitter has two types of tags you can create:

  1. Universal website tag – with this you can implement code only once and define rules based on user behaviour
  2. Single event website tag – use it when you can’t use first type; this tag is a good choice when you’re placing it in an iframe or for a non-page load events

When you’re setting your tags, you should also specify post-view and post-engagement attribution windows. With this, you can control which actions Twitter will take credit for.

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Read more:

  1. What is a Twitter web tag?
  2. How do I create a Twitter Web Tag?
  3. What targeting options I should use for my Twitter ads?
  4. How to Conduct an Excellent Twitter Audit in 15 Minutes