Ad Management
X (Twitter) Ads Management
Conversation and topic-based targeting, launch campaigns and conversion measurement with the X pixel.
- Brands making launches and announcements
- Companies in technology, finance and media
- Organisations promoting events and conferences
- Brands producing content that connects to current conversation
Request a X (Twitter) Ads audit
Free, no commitment. A reply within one business day.
What sets X apart from other platforms is timing. When a subject is being talked about, people write about it there and read about it there. That creates an opportunity you will not find elsewhere for launch announcements, events and campaigns that can be tied to what is happening.
On the other hand, X is not as efficient as Google or Meta as a direct sales channel. Rather than setting it up like an e-commerce engine, it produces better results when it is given the job of reach and conversation, with its conversion read alongside the other channels.
Who is this channel right for?
- Brands making launches and announcements
- Companies in technology, finance and media
- Organisations promoting events and conferences
- Brands producing content that connects to current conversation
Campaign Types
Which campaigns do we run on X (Twitter) Ads?
Website Traffic / Conversion
Campaigns targeting site visits and conversions.
Reach / Awareness
Broad reach; the CPM advantage is clear on this channel.
Video Views
Delivering the message through short video.
Follower Campaigns
For brands wanting to grow their organic presence.
Trend Takeover
Positioning on the trends page for high-budget launches.
Scope of Work
What exactly do we do in your account?
Keyword targeting
Reaching users who write or search specific words. This is X's most distinctive targeting capability.
Conversation and interest targeting
Delivery to audiences following specific topics and to audiences similar to competitors' followers.
Planning around the conversation
The campaign calendar is aligned with industry events and current topics; timing determines most of the performance on this channel.
Copy-led creative
On X the copy matters more than the image. It is written short, clear and in the language of the platform.
Brand safety
Because delivery sits close to live conversation, exclusion lists and placement controls are kept strict.
Measurement
Conversion measurement and realistic attribution
X's contribution to conversion is often larger than the last-click report shows; the user sees the brand here and then arrives through search. Judging this channel on last-click attribution alone systematically understates it.
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01
X Pixel and Conversion API
Browser and server-side event delivery are set up together.
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02
UTM discipline
Every link is tagged with a consistent UTM structure so the channel breakdown reads cleanly in GA4.
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03
Assisted conversion analysis
The channel's contribution at intermediate steps is measured with GA4 conversion path reports.
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04
Brand search tracking
Changes in brand name search volume during campaign periods are monitored — the most concrete indicator of the demand generation effect.
Comparative reading
Performance of the other channels is compared with X campaigns switched on and switched off.
Attribution model
Using data-driven attribution instead of last click matters particularly on this channel.
Raporlama
Which metrics do we look at?
Different indicators matter on different channels. Judging every channel by the same metric leads to the wrong decisions.
- CPM
- Cost of reach; the area where X is strong.
- Engagement rate
- Whether the content resonates on the platform.
- Assisted conversions
- Contribution to the conversion path even when it is not the last click.
- Brand search volume
- An indirect measure of the demand generation effect.
Other advertising channels
For every channel, see the advertising management page.
Frequently asked about X (Twitter) Ads
Do X ads drive sales?
As a direct sales channel it is not as efficient as Google and Meta. For reach, launches and creating conversation it is unmatched. Expectations need to be set accordingly.
How much of the budget should we allocate?
Usually a limited share of the total, concentrated into particular periods. Running continuously on a low budget works less well than concentrating spend around campaign periods.
Our organic account is weak — is that a problem?
It does not stop you advertising, but an account that inspires confidence when visited has a positive effect on conversion.
Let us audit your X (Twitter) Ads account for free
We review your account against 42 checkpoints and come back with concrete findings. Free, no commitment.