Dive Brief:

• Twitter added two new features Thursday to its ad conversion tracking tools that are intended to help advertisers follow ROI more closely.
• The features—"transaction values" and "key conversion tags"—are available globally to all advertisers who want to see sales directly driven by Promoted Tweets. 
• With the new features, Twitter is able to populate sales figures driven from Twitter across devices directly into Twitter analytics. 

Dive Insight:

Cross-device tracking is more critical than ever now that so many purchases start on mobile and end on desktop, or vice versa. Seeing conversion rates is one thing, but to see that dollar sign rise as a Promoted Tweet goes out will likely to be very enticing to advertisers. Twitter explained how the new features will work in a blog post:

“Suppose a flower shop wants to use Twitter Ads to drive more sales of their Easter bouquets. Once the shop places a website tag on the final conversion page for the bouquet and selects that tag as the key tag for their campaign, Twitter can automatically start to optimize the campaign towards driving more conversions on the bouquet sale page....Because Twitter conversion tracking works in a cross-device fashion, even if a user sees the flower shop’s ad on a mobile device but later converts on a desktop, Twitter Ads analytics will be able to track and report that conversion.”