Growing your publication with Twitter Analytics Conversion Tracking

Hello and welcome to a beehiiv growth tutorial where we're going to cover how to set up tracking on your beehiiv publication with the Twitter Pixel:

Objectives:

• Better understand our users' behavior.

• Advertise on Twitter

• Measure performance through the lens of Twitter.

At the end of this tutorial, we're going to have:

• Implemented the Twitter Pixel on our publication.

• Set up event tracking that will allow us to measure users subscribing within the Twitter ads platform.

• Set up custom events as well as audiences within the Twitter platform.

Step 1: Account setup

This video assumes that you have a Twitter account. It also assumes that you have a Google Tag Manager account. If you don't have a Google Tag Manager account, we can help you get that set up in this tutorial:

Once you have that foundation in place, we're going to go to ads.twitter.com. When you land on the homepage for the first time, there's going to be a button in the top right corner that asks you to get started.

Once you click on that, it's going to drop you on a page that looks very similar to this:

What we're going to do is select any of these options. It doesn't matter which one because we're going to navigate away on the very next screen:

Starting out, you won't have many options in the top left corner because Twitter hides these tools until you submit a payment method.

To do this, you're going to go to your publication’s name up in the corner and click Add New Payment Method.

You're going to have to add a new payment method, but it's not going to charge anything to your account. You don't have to purchase anything, Twitter simply wants a payment method on file.

Once a payment method is on record, that will complete your account setup.

Step 2: Implement tracking

Once you put that payment method on file, you're going to unlock options in the top-left corner. Once you have these options, we will click into Events Manager under Tools.

There will be a button in the middle of the screen to create a new event source.

After clicking that button, you need to create a Universal website tag. And once you do, you'll end up on the page that looks just like this:

So to get the tracking set up, you’re going to copy this universal website Tag ID.

Now you’re going to hop over to your publication and click Settings. From there, navigate to Publication and scroll down to where it says Twitter Pixel.

You’re going to paste the pixel ID and then click Save.

When you go to your publication, with the help of the Twitter Pixel Helper, you'll be able to see that the Twitter Pixel is firing on your site.

Now you're tracking the pages within your publication.

Set 3: Setting Up Audiences

We can now create audiences based on our website traffic. Audiences are simply groups of users based on behavior and actions they’ve taken on your website.

The most basic audience is All Visitors - this will be an audience of any user who visits your newsletter after implementing the Universal website tag.

So now the status is going to say Processing. This will be because the audience is too small to use until you hit 100 users visiting your publication. Once you meet that threshold, this audience will go live, and you'll be able to use it within your advertising efforts.

Step 4: Set up conversion event tracking

So the next step we're going to do is a little more sophisticated as we set up event tracking to measure subscriptions.

On the Events Manager page, navigate to Add Event Source. You’re going to create a Single Event Website tag called something like New Subscriber or Sign Up and set it as a sign-up event:

From here, Twitter is going to provide a big block of code that may look very confusing.

However, you can skip through this screen and return to the Events Manager, where you will be able to see the event ID that we’ll need to keep handy for the next step.

The next step is to jump over to your Google Tag Manager account.

If you followed our other guides, you should already have the Subscribe firing trigger there. If you don't have a subscribe trigger quite yet, follow these instructions:

In the field to name the tag, type in something like “Twitter - Conversion - Subscriber Sign-up.” Then, under tag type, type in Twitter and select the Twitter Universal Website Tag. Paste in the event ID from the Subscribe event from Twitter. Lastly, choose Sign-up as the event type. Your settings should look this with your event ID:

Once we have this setup, select Save. Then, to publish these settings choose Submit.

Within your Events Manager back on Twitter, you'll begin to see events for this New Subscriber come through. You can now set this as an objective for your campaigns, so you can set up a campaign that is optimized towards driving sign-ups. You’ll also generally be able to measure how many people from Twitter come to your publication and sign up.

We hope this has been valuable. If you have any questions, please don't hesitate to reach out. As always, we're here to help support your growth.