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@joshdavey right, but you can't really use it for any roas evaluation because it massively overcounts?

@jarnoudt I personally like that it has fewer heuristics than other models and doesn’t default to hiding touch points. Kinda like being able to audit the attribution data before it goes through a more opinionated model.

Don't sleep on the out-of-the-box attribution reporting in Shopify's marketing section. It's gotten really good in the past 6 months.

@jj_noonan @jeffwangum use Whatsapp to connect with your European friends ;-)

@jeffwangum why? what should I use?

I wish everyone (especially Americans) would stop using iMessage

Karel Sabbe completed loop five and has finished the 2023 Barkley Marathons in 59:53:33. #BM100

Karel Sabbe completed loop four in 46:36:57. #BM100

Vanmorgen hoorde ik Björn Soenens over de Amerikaanse verkiezingen. Het was een weinig genuanceerd reclamespotje voor de Democraten. Terwijl er zowel bij de Democraten als bij de Republikeinen extreme en gematigde politici te vinden zijn.

@RaulVintila Currently in beta and going live for everyone very soon (few weeks)

@jarnoudt When is Web Conversion optimization coming out?

In my past 1 year @Twitter, we’ve launched some fundamental attribution solutions to allow making performance advertising on Twitter a reality. Bit overdue, but wanted to highlight the main ones in a thread. (1/12)

@rickbruner We are currently testing a conversion lift solution that uses ghost ads to help advertisers understand true incrementality on Twitter. Advertisers can reach out to their account team to participate in the closed beta! cc: @SrinivasanAria

@jarnoudt What about "ghost ads"-style randomized controlled experiments for true ROI measurement?

@Joetenderloin @Twitter easy; it's similar to other networks' capi. yes s2s. yes they should all be in the know and ready to help!

@jarnoudt @Twitter How easy is the conversions api to integrate? Is server to server integration possible? That, the pixel and poor tag mgmt were some of our big bug bears. Should all acct mngrs be up to date on these changes from a DR perspective?

@eric_seufert we are already on it :) did you see our blog update? business.twitter.com/en/blog/perfor… I've also summarized what we've done on attribution thus far, see thread of my pinned tweet

I predict that Twitter’s advertising revenue scales meaningfully over the next two years through a concerted effort at building attribution infrastructure for a DR product. Advertisers don’t need “confidence” in platform content — they care about commercial results.

There’s a bunch more planned and coming, but these key updates provide the most quintessential attribution tools a performance advertiser needs to succeed. Excited to hear where we can further improve or should focus on next? Let me know. (12/12)

We’ve overhauled our attribution counting logic to be more inline with what our advertisers expect, removing arbitrary deduplication and putting event deduplication in the control of advertisers by providing a deduplication key: conversion_id. (11/12)