Why? 

With the Website clicks or conversions objective you can drive people to visit and/or take an action on your website. You can leverage Twitter's unique data signals to target and retarget customers with these campaigns, which are optimized to deliver cost-efficient link clicks. This objective allows you to reach customers in a native app enviornment that they likely visit often, allowing them to convert where they feel comfortable. 

When?

Select this objective when you're looking to directly drive users to your website. Before you get started:

• Define key performance indicators (KPIs). Identify the metrics that will determine whether the campaign is successful.
• Use those KPIs to calculate your bid. Use your landing page conversion rates to back into your cost per link click (CPLC) bids for both desktop and mobile campaigns.
• Set campaigns up for auction success. Auction performance is determined by two variables: bid and predicted engagement rate. In addition to setting a competitive bid, think about the ad message and the creative you’re using. Can you do anything to make it more engaging?
• Create a testing framework with multiple campaigns. Create several campaigns so you can quickly see which targeting and creative variables drive conversions. Use this data to scale or pause campaigns.

#ProTip:

You can get the most out of Website clicks or conversions campaigns when you have Twitter's online tracking products installed on your website. Without a clear conversion signal, you’re optimizing in the dark. Using our conversion tracking for web, you can measure thenumber of users who convert on your website after viewing or engaging with your Promoted Tweets within your specified attribution window.

To enable conversion tracking for web, create a Twitter website tag from your Twitter Ads account, then place the code snippet across your entire website. Once installed, you can add the conversion events you wish to track—such as purchases, site visits and downloads. Twitter’s website tag doesn’t just report on conversions. It also allows you to remarket to recent visitors to your website, and lookalikes of those visitors, through tailored audience for web targeting. Learn more. 

Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive. 

When you run a Website clicks or conversions campaign, you will only be charged for the link clicks you acquire from that campaign. Impressions that don't result in a link click are free.

The cost you pay per link click in your Website clicks or conversions campaign will depend on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive real time bid guiddance based on your targeting in your campaign setup. More on Twitter Ads pricing.

Details:

When setting up your Website clicks or conversions campaign you can select between automatic, maxmium, or target cost as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance of serve. If you choose maximum bid or target cost when you setup your campaign and input your bid, think of your bid as how much you're willing to pay per link click. Remember, a link click counts as all clicks on the link or Website Card in your ad. 

It's important to think carefully about the value each link click brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less.  However, if your bid is not competitive relative to other advertisers, your campaign may not serve.

In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, you campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day. 

Check out our Advertiser card specifications page to see specfications for video and image website cards. 

Remember, no matter what type of tweet you use, you'll always be billed on link clicks, or every time a user clicks the URL in your Tweet.

All advertisers and their promoted tweet content must comply with our Twitter Ads policies. 

Visit our Online conversion tracking page for detailed instructions on how to setup online conversion tracking pixels. 

In the Twitter Ads Manager, we are reporting on the number of times a Twitter user clicks on a link or the advertisers' Website Card. This is logged as soon as the click action happens. However, a conversion refers to a users landing on your webpage and stayed long enough for the page to load completely (triggering their analytics tracking code.)

This is what drives the difference between the two numbers you are seeing. This can vary based on:

• Load Time - for example, on slow cell networks, it may take longer for the link to request and page to load, so users may exit out before loading the website.
• Intent - users may click on an image but exit out when they realize a website is loading.

To improve these numbers, we recommend testing different creative formats, including:

• Picture + Link in Tweet Copy - try adding an image + a link in the tweet copy, instead of the Website Card. This has increased link click intent in certain cases.
• Only a link in Tweet Copy - try using just a link in a tweet copy. This too has resulted in more intentional link clicking behavior from users.

Remember, the Website clicks or conversions campiagn objective will always charge for link clicks not conversions.

Learn how to get the lowest cost per link click for your audience: Intro to Optimization | Optimization for Website clicks or conversions