Despite the ongoing chaos at the Twitter headquarters following Musk’s decision to cut down on the company’s staff, Twitter is continuing to release new updates. These include a Website Conversions Optimization function, Dynamic Product Ads, and an Updated Collection Ads Format.
Website Conversions Optimization, according to Twitter, will help advertisers reach customers that are most likely to convert on a lower-funnel website action like Add-to-Cart, Purchase, Register Contact Info, and Subscribe. Advertisers can benefit from WCO by expanding their reach beyond people who are likely to just tap on their ads. Twitter claims that the algorithms will work to target audience with greater relevance at “25% lower cost-per-conversion on average, per initial testing.”
The WCO process relies on Pixel tracking to estimate the types of audience engaging with an advertiser’s site via lower-funnel actions and then uses this data to target further audiences for the ad campaign.