Via Justin Lafferty | @jlafferty21
Twitter just made it easier to figure out conversions made on an advertiser's website. The company recently launched the universal website conversions tag, available in addition to Twitter's single-event conversion tag.
Travis Lull, Twitter's product manager of revenue, elaborated in a very thorough blog post:
Previously, you needed to create a new snippet of code for each conversion event you wanted to track and each tailored audience you wanted to build. With the universal website tag, you can install a single snippet of code—the universal website tag—across your entire website by placing it in a global page header, on every page of your site, or in a third-party tag manager. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.