This guide will show you how to set up tracking for the following Twitter metrics in Northbeam:

• Spend, impressions, visits and all conversion-based metrics attributed to Twitter Ads

This involves 2 simple steps:

Step 1: Connect Your Twitter Ad Account (required)

Step 2: Insert Northbeam UTM Parameters (required)

Step 1: Connect Your Twitter Ad Account

What does the connection do?

Northbeam natively integrates with the Twitter Ads API. By doing so, we pull all your current and historical Campaigns, Adsets, and Ads from your account, along with a list of useful metrics. Notably, we pull impressions, which fuel our view model and unlock our Clicks and Views attribution model. We also pull ad spend and list of in-platform conversion & creative metrics to help you with decision making.

How to connect your Ad Account

How to connect:

• Onboarding Flow - If you're in our onboarding flow, please navigate to Integrations
• Activated Dashboard - If your dashboard is activated, please go to Settings > Connections

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Note: The credentials used must have admin access to the Ad Account.

For a visual walkthrough, reference the video below.

Step 2: Insert Northbeam UTM Parameters

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Hardcoded UTM Values

Twitter doesn't support dynamic UTM values. Your campaign/adset/ad names need to be hardcoded into utm_campaign, utm_term, and utm_content within your URLs.

For your convenience, use our Twitter UTM Builder below.

Make a copy of our Twitter UTM Builder and video instructions.

Please add the following UTMs to the end of your Destination URLs for all new ads.

(Note: Published ads cannot be edited. Our UTMs can only be placed on new, unpublished ads. Please duplicate your ads to insert our UTMs.)

• utm_source=twitter
• utm_medium=paid
• utm_campaign=[campaign_name]**
• utm_term=[adgroup_name]**
• utm_content=[ad_name]**

**placeholders

Twitter Ads FAQ

1. How do I connect an extra account or remove an account?

Reference our step-by-step guide below:

2. Why do I see a data discrepancy?

Discrepancies in Revenue and Orders are expected. The reason for this lies in the differences between Northbeam's attribution model and the corresponding platform's attribution model. Each attribution model has a unique method of allocating credit.

For example, Northbeam's Clicks-Only model divides credit across all touchpoints and tries to push credit to your upper funnel channels. Let's say your in-platform model uses Last Click, which gives credit to the last touchpoint in the journey. This is going to cause a discrepancy.

To take it one step further, let's say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform.

In addition, there's often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms' default.

To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.

Attribution Models and Windows

Twitter:

• Attribution Model: Last Click
• Attribution Window: 1-Day View/14-Day Engagement
  • Source: Twitter / X Attribution Settings

Northbeam:

• Attribution Model: Varies (default is Clicks-Only)
• Attribution Window: 1-Day (default, can extend to an infinite lifetime value)

3. Suspect a Tracking Issue?

Please reference our 5 Tracking Principles.

• Connection: Make sure your Ad Account is still connected. Go to Settings > Connections and check for any errors. Connections could break for a variety of reasons, but most commonly, the User losing access to the Ad Account.
• UTMs: Ensure all your Twitter Ads contain Northbeam UTMs, listed above under Step 2.
• Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
• Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
• A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.