Twitter Universal Website Tag Helps You Track Website Conversions, Manage Tailored Audiences

Chris CrumAdvertising

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In 2014, Twitter launched the website tag for remarketing, enabling advertisers to create tailored audiences from the Twitter Ads interface. On Wednesday, the company announced the new universal website tag, which is now available to all advertisers globally.

The tag is designed to make it easier for advertisers to track website conversions and manage tailored audience campaigns. It exists in addition to the single-event website tag, which you can still use to track conversions for a non-page loading conversion event like JavaScript email submit or registration form.

With the new tag, you can simply install one snippet of code across your entire site by placing it in a global page header, on every page of your site, or in a third-party tag manager. Then, use it to create and manage conversion events and tailored audiences without making other changes to tags on your site.


The tag can be used to build up to 200 audiences. The single-event tag only allows for 25.


"Let’s say that Janice runs an e-commerce jewelry store, and she wants to measure how many people are visiting her site and purchasing jewelry online," explains product manager Travis Lull. "After installing the new Twitter website tag, she can create conversion events through her Twitter Ads account: one for all site visitors, and one for anyone who reaches her purchase confirmation page — giving her the ability to track both sets of customers with just one tag.

"Janice can also use the universal website tag to create a tailored audience segment targeting people who have viewed jewelry on her website," Lull adds. "She can take this a step further, and create more granular audience segments, targeting those who viewed just rings and those who visited a product page featuring just bracelets."

The universal website tag can be found in the Twitter Ads dashboard. API access will come within the next few weeks.

Twitter will walk you through setting up conversion tracking for websites and using it to improve your campaigns here.

Image via Twitter (Facebook)

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.