Question 1

Pixel/CAPI and conversion events

Accepted Answer

Ensure the new X Pixel base code and at least one event code are implemented and firing on the website that the ad redirects to.
If you are using CAPI, ensure at least one lower-funnel event such as “Purchase” or “Add-to-Cart” has been set up.
Optimize the campaign for your conversion event (i.e. Add to Cart, Purchase…)
Troubleshooting: Utilize the X Pixel Helper to validate that your website pixel is tracking correctly. Also, use Recent Activity Log to review most recent events and the new Conversion Diagnostics UI to check the overall traffic from your Pixel and/or cAPI setup in the last 24 hours.

Question 2

Campaign setup

Accepted Answer

Campaign flight should be set to a minimum of 6 weeks so that CPA can stabilize.
Please set your campaign to autobid as it is required for the model to work.

Question 3

Ad formats

Accepted Answer

For sales conversions campaigns, we recommend these top-performing ad formats:
Collection Ads: A new way to browse, storytell, and purchase on X. In a Collection Ad, advertisers can showcase a collection of product images through a primary hero image and smaller thumbnail visuals below. Find out how this works here.
Dynamic Product Ads (DPA): Allows advertisers to showcase the most relevant product to the right customer at the right time to drive sales and conversions. Find out how this works here.

Question 4

Bidding strategy

Accepted Answer

The sales goal will have all bid types available, but please select autobid + pay by impressions to leverage our new optimization model. These options will be pre-selected and are required for the model to work.

Question 5

Measuring results

Accepted Answer

Once your campaign is live, you can track real-time results in your Ads Manager dashboard. Important metrics to track include total spend, results (being link clicks), cost-per-result (or cost-per-click), and result rate.
Through the X Pixel, you’ll also be able to track cross-device conversions and measure your return-on-ad-spend by tracking the actions people take after viewing or engaging with your ads on X. And with the additional Click ID parameter, you’ll have even more reliability in post-visit attributions and reductions in measurement discrepancies.
If using third-party measurement tools, such as CM360, ensure your Campaign Manager 360 (CM360) is set up correctly as per our official setup guide (please reach out to your Sales Rep for more info). Use both CM360 Impression and Click tag to improve attribution and measurement fidelity.

Question 6

Creative and copy

Accepted Answer

With Cards and Carousels, your entire post creative becomes a button to your landing page of choice. Make sure your image or video is eye-catching and makes sense with the link you’re driving to. This helps set expectations and reduce unintentional clicks. When choosing your web destination — send people somewhere they can take an action (i.e. browse products, shop a sale, read an article, sign up for emails, etc).
Your copy should be consistent with your creative and off-platform content. Convey a sense of urgency in your post copy to give people a reason to take action and click through now. Test different call-to-action options to see what resonates best.
We recommend starting with 3~5 creatives per ad group.

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