Twitter Universal Website Tag Setup Guide

This article describes how to configure the Twitter Universal Website Tag (UWT) in your Tealium iQ Tag Management account.


Supported versions

  • v1.0.0

Tag configuration

Navigate to the Tag Marketplace to add a new tag. Read the Tag Overview article for general instructions on how to add a tag.

When adding the tag, configure the following settings:

  1. Title: Enter a unique name to identify the Tag. This is important if you are adding multiple instances of this Tag.
  2. Twitter Pixel ID: Enter the pixel ID value from your universal website tag code snippet. e.g., twq('init','1a2b3');

If you prefer to set the Tag Settings dynamically, use the Data Mappings (see below).

Load rules

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

Data mappings

Mapping is the process of sending data from a Data Layer Variable to the corresponding destination variable of the vendor Tag. For instructions on how to map a Variable to a Tag destination, see Data Mappings.

The destination variables for the Twitter Universal Website Tag are built into its Data Mapping tab. Available categories are:


Destination Name Description
Twitter Pixel ID The Universal Website Tag pixel ID associated with your Twitter Ads account, e.g., “1a2b3”
Event Value The value to the advertiser of a user performing this event, e.g., “19.99”
Number of Items The number of items associated with this on-site event, e.g., “3”
Content Type The value should be either “product” or “product_group”.
  • If the product IDs are being passed, then content_type should be “product”.
  • If product group IDs are being passed, then content_type should be “product_group”.
Event Status The status of an on-site registration event, e.g., “submitted”


Because the Twitter Universal Website Tag is e-commerce enabled, it will automatically use the default E-Commerce Extension mappings. Manually mapping in this category is generally not needed unless:

  • you want to override any Extension mappings.
  • your desired e-commerce variable is not offered in the Extension.
Destination Name Description E-commerce Extension Variable
Order ID The advertiser’s order ID associated with a purchase, signup, or download event _corder
Order Total For Purchase events, this E-Commerce extension parameter will be passed to the Event Value destination _ctotal
Currency The currency for the Event Value attribute (ISO 4217 standard) _ccurrency
List of Product IDs Product IDs associated with the event _cprod
List of Names Product names associated with the event _cprodname
List of Categories Category of the product _ccat
List of Quantities For Purchase and Download events, the values in this array (from the E-Commerce extension) will be added together and passed to the Number of Items destination _cquan

Event Triggers (and Required Parameters)

Map to these destinations for triggering specific events on a page, including Page View events. Here’s how to map an event trigger:

  1. Select an event from the Trigger list.
  2. In the Mapped Value field, enter the value of the variable you are mapping to this destination. When value of the mapped variable matches the value you’ve entered into the Mapped Value field, the event will be triggered on the page.
  3. To map more events, click +Add and repeat steps #1 and #2.

The PageView event is triggered automatically on each page load.

Some events require specific parameters and will not be triggered if those parameters are missing or blank. In the table below, parameters marked by an asterisk will be populated by the E-Commerce extension unless explicitly mapped.

Twitter Event Variable Description Required Optional
PageView (default) Generic catch-all event type for pages that do not have a more specific event type. None
  • event_value
  • currency*
  • num_items
Purchase When a purchase is made or the checkout flow is completed.
  • content_ids*
  • content_type
  • event_value*
  • currency*
  • content_name*
  • num_items*
  • order_id*
Signup When a user sign up is completed. None
  • content_name*
  • content_category*
  • event_value
  • currency*
  • order_id*
Download When a download link has been clicked. Examples: software download, document download None
  • content_ids*
  • content_name*
  • content_category*
  • event_value
  • currency*
  • num_items*
  • order_id*

Vendor documentation

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This page was last updated: February 23, 2018