Twitter is trying out a new website conversions objective for advertisers and marketers based in the US.
The objective is in beta for American users at the moment but after some testing, the social network may roll it out to “additional regions” which could include other countries around the world.
The new objective for Twitter Ads users is there to help advertisers – in the platform’s own words – ““drive cost efficient conversions at scale”.
Essentially, the tool builds on changes Twitter has made over the last few years, including improvements to both it website tag and Twitter Audience Platform.
These improvements mean advertisers can reach people whether they are logged into Twitter or not. In addition, the social network is also using TellApart’s predictive shopping and bidding tech to drive up conversions on an advertiser’s website.
Twitter claims that advertisers using the new website conversions objective receive on average 2.5 times the number of conversions as when using ‘website clicks’ – which is changing names to ‘website visits’.
According to the latest stats, there are around 130,000 advertisers on Twitter, while, and most of the platform’s revenue comes from advertising. As a business, its shares have decreased recently after a disappointing second quarter which may mean it may sell itself in the near future.