Objective-based campaigns

Objective-based campaigns and pricing allow advertisers to pay for the actions that are aligned with their marketing objectives. To support these, set the appropriate objective on line items.

The parameter used on the line item write endpoints and returned on the read endpoints, is objective. This field has the following possible values as of today:

• APP_ENGAGEMENTS
• APP_INSTALLS
• AWARENESS
• FOLLOWERS
• LEAD_GENERATION (deprecated)
• QUALIFIED_IMPRESSIONS (deprecated)
• TWEET_ENGAGEMENTS
• VIDEO_VIEWS
• VIDEO_VIEWS_PREROLL
• VIDEO_VIEWS_MIDROLL (not yet supported)
• WEBSITE_CLICKS
• WEBSITE_CONVERSIONS (deprecated)

Objectives impact how we optimize campaigns in our auctions and how we bill on those campaigns. We enable pricing based on objective, such as CPAC for APP_ENGAGEMENTS, CPAC or CPI for APP_INSTALLS, CPLC for WEBSITE_CLICKS, CPF for FOLLOWERS, CPE for TWEET_ENGAGEMENTS, and CPM for AWARENESS.

Mobile app promotion campaigns are required to contain either the APP_ENGAGEMENTS or APP_INSTALLS objective.

To determine what tweets are promotable, use the scoped_timeline endpoint with objective. Please see GET accounts/:account_id/scoped_timeline for more information.

Note: Line items with different objectives are not allowed under the same campaign.