Objective-based campaigns

Objective-based campaigns and pricing allow advertisers to pay for the actions that are aligned with their marketing objectives. To support these, set the appropriate objective on line items.

The parameter used on the line item write endpoints and returned on the read endpoints, is objective. This field has the following possible values as of today:

  • APP_ENGAGEMENTS
  • APP_INSTALLS
  • AWARENESS
  • FOLLOWERS
  • TWEET_ENGAGEMENTS
  • VIDEO_VIEWS
  • VIDEO_VIEWS_PREROLL
  • VIDEO_VIEWS_MIDROLL (not yet supported)
  • WEBSITE_CLICKS

Objectives impact how we optimize campaigns in our auctions and how we bill on those campaigns. We enable pricing based on objective, such as CPAC for APP_ENGAGEMENTS, CPAC or CPI for APP_INSTALLS, CPLC for WEBSITE_CLICKS, CPF for FOLLOWERS, CPE for TWEET_ENGAGEMENTS, and CPM for AWARENESS.

Mobile app promotion campaigns are required to contain either the APP_ENGAGEMENTS or APP_INSTALLS objective.

To determine what tweets are promotable, use the scoped_timeline endpoint with objective. Please see GET accounts/:account_id/scoped_timeline for more information.

Note: Line items with different objectives are not allowed under the same campaign.

Campaign objective
API objective
Media in Tweets
Pricing model
App engagements
APP_ENGAGEMENTS
Image or video app download card required.
CPAC
App installs
APP_INSTALLS
Image or video app download card required.
CPAC or CPI (set using charge_by)
Awareness
AWARENESS No restrictions.
CPM
Followers FOLLOWERS Tweet not required, but recommended. There are no media restrictions on Tweets for Followers campaigns. CPF
Tweet Engagements TWEET_ENGAGEMENTS No restrictions CPE
Video Views VIDEO_VIEWS Video conversation card, video, or GIF required.
CPV or cost per 3s/100% view
Video views pre-roll
VIDEO_VIEWS_PREROLL
Video required.
CPV or cost per 3s/100% view
Video views mid-roll
VIDEO_VIEWS_MIDROLL
Video required.
CPV
Website clicks/visits
WEBSITE_CLICKS
Website card recommended, but not required. Tweet must have either a website card or a website link (not both).
CPLC