What is X (Twitter) Advertising?

X Ads (Twitter Advertising) covers promoted tweets, video, app installs, and follower ads in the X/Twitter feed. Targeting: keywords, follower lookalikes, interests, GEO. A social traffic source for news, crypto, B2B, apps; realtime events (sports, launches) create spikes.

Policy

Strict rules on political and health claims, crypto promotions by GEO. Adult and aggressive nutra often disapproved. Account quality and payment history affect limits.

Models

CPC, CPM, CPI (app campaigns). Website clicks → landing via tracked URL. App campaigns → MMP + SKAN on iOS.

Practice

Keyword targeting for intent (“buy”, “loan”); exclude low-quality placements.

Tracking

X appends twclid to the destination URL when auto-tagging is on. Pass it into a sub id at the click, then send it back with the X Conversion API so web conversions are matched server-side instead of relying on the pixel alone. Reconcile X analytics against your tracker — the platform reports modeled conversions, which will not equal your logged ones.