Conversion tracking, which was developed solely in-house, is not the social network’s first attempt at showing attribution. Twitter experimented in the past with offline-to-online conversion tracking with the help of Datalogix. Thirty-five brands in the CPG space tested an offline-sales lift feature that determined the extent to which promoted content influenced in-store sales.
In this instance, Datalogix, which fosters relationships with 1,500 retailers, was able to match up user database and CRM information anonymously with hashed Twitter IDs to marry that offline transaction data with online actions.
Early Twitter advertisers seem to share the same consensus -- its marketing toolset is getting increasingly sophisticated. Although unable to elaborate further on the Conversion Tracking beta, Zac Moffatt, cofounder of Targeted Victory said his agency managed more than $3 million last year in Twitter ad spend on behalf of the political organizations his company manages media campaigns for.
Twitter's in a unique position because of its mobile push with MoPub as well as its various ad betas that attract key advertisers in what can almost be described as an incubation period and feedback-loop.
"I think everyone's trying to figure out how the direct-response [piece] works because that's where the dollars are on a consistent basis," Moffatt said. "If [Twitter] can crack direct-response, they'll crush it in our space."