Twitter Pixel Tag Setup Guide | Client-Side Tags

The Twitter Pixel helps you measure your return on investment by tracking the actions users take after viewing or engaging with your ads on Twitter. Twitter’s conversion tracking lets you attribute conversions beyond last link clicked, to include actions driven by all types of ad engagements, such as link clicks, retweets, likes, and impressions.

Tag tips

Use mappings to:
- Set up event triggers.
- Map event-specific parameters to Event Code IDs.
- Dynamically override standard config values.
- Dynamically override E-Commerce extension values.
Supports the following E-Commerce extension parameters:
- Order ID
- Order Total
- Currency
- List of Product IDs
- List of Names
- List of Categories
- List of Quantities

Tag configuration

Navigate to the Tag Marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

Pixel ID: Also referred to as your Twitter Pixel ID. You can find it in your Twitter Pixel code snippet. For example, pid in the following snippet: twq('config','pid');.
Generate Event ID: Automatically generate an event ID for every Twitter tracking event.

Load rules

Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The Events category is used to configure an event to trigger the pixel. The Event-specific Parameters category can be used to map other variables when the trigger event occurs.

Configure an event to trigger the pixel

Use the following steps to configure an event to trigger the pixel:

Click Data Mappings.
Select a variable to trigger the pixel, then click + Select Destination.
For Category, select Events.
In the Mapped variable equals field, enter the value of the variable to trigger the pixel.
From your Twitter Ads account, copy the Event ID for the event and paste it into the Event Code ID field.
For example, tw-o6ou1-o9l96.
Click + Add.
To map additional variables when the event occurs, follow these steps:
1. Select a variable, then click + Select Destination.
2. For Category, select Event-specific Parameters.
3. Select the parameter to map the variable to.
4. Enter the Event ID from your Twitter Ads account in the Event Code ID field.
5. Click + Add.
Click Finish.
Save and publish.

Standard Parameters

Variable	Data Type	Description
`pixel_code`	String	Twitter Pixel ID
`email_address`	String	Email address
`phone_number`	String	Phone number
`external_id`	String	External ID
`search_string`	String	Text that was searched for on your website
`description`	String	A string description for additional info
`twclid`	String	Twitter click ID that can be included with any request
`status`	String	Status of a sign up or subscription

E-Commerce

Variable	Data Type	Description
`value`	Number	The total value of the conversion event. For example the monetary value of the transaction in case of a purchase. Maps to `_ctotal`.
`currency`	String	Currency denoted using the ISO 4217 code. For example, USD, JPY, or EUR. Maps to `_ccurrency`.
`conversion_id`	String	Unique identifier for a given purchase or order. Maps to `_corder`.
`content_type`	Array	Category of the product purchased. Maps to `_ccat`.
`content_id`	Array	For product catalog users, pass the product SKU. For all other use cases, pass Global Trade Item Number (GTIN), if available, otherwise pass the product SKU. Maps to `_csku`.
`content_name`	Array	Name of a product or service. Maps to `_cprodname`.
`content_price`	Array	Price of a product or service. Maps to `_cprice`.
`num_items`	Array	Number of products purchased. Maps to `_cquan`.
`content_group_id`	String	ID associated with a group of product variants.

Event-specific Parameters

For more information on mapping variables, see Manage data mappings.

Variable	Description
`pixel_code`	Twitter Pixel ID
`email_address`	Email address
`phone_number`	Phone number
`external_id`	External ID
`search_string`	Text that was searched for on your website
`description`	A string description for additional info
`twclid`	Twitter click ID that can be included with any request
`order_total`	Order total (Overrides `_ctotal`)
`order_currency`	Currency (Overrides `_ccurrency`)
`order_id`	Order ID (Overrides `_corder`)
`product_category`	List of categories (Overrides `_ccat`)
`product_skus`	List of SKUs (Overrides `_csku`)
`product_names`	List of names (Overrides `_cprodname`)
`product_unit_price`	List of prices (Overrides `_cprice`)
`product_quantity`	List of quantities (Overrides `_cquan`)
`content_group_id`	ID associated with a group of product variants
`custom_parameter`	Custom parameter