Twitter has announced the launch of a new universal website tag, meaning social advertisers no longer have to add separate code to track each conversion made via the network.

This enables the setup of individual conversion events in the Twitter UI, where up to 200 separate tailored audiences can now be built based on particular categories or pages viewed, whereas the single-event tag allowed for a maximum of just 25.

The single event tag – available since 2014 – will remain available for tracking conversions when the loading of a new webpage isn’t required. That includes items such as registration forms or a JavaScript email submit, says Twitter.

Using the example of ‘Janice’, the owner of a hypothetical e-commerce jewellery store, Twitter explained that an account manager could create two conversion events, one for all site visitors and one for someone reaching a confirmation page, and track both sets with one tag.

A universal tag could then be used to create a tailored audience which targets those who have viewed jewellery, as well as much more granular groups for individual product-type pages, such as bracelets or rings.

Beta tests

The social network reported strong beta tests over the last few months, with advertisers Purina and Bahia Principe vocal about the ability for much more in-depth and precise targeting and measurement.

Twitter adds that its users still possess the ability to opt-out of tailored promoted content in their privacy settings. It also stands by its support of Do Not Track – a feature that prevents browser-related information from tailoring ads when users have it enabled on Safari, Chrome or otherwise.

Furthermore, Twitter states that it has a minimum audience size to avoid “overly specific targeting”.