X (Twitter)

SegMetrics gives you the ability to analyze your X (formerly Twitter) campaign performance and connect it to other data sources. With that information, you can easily segment that data into your leads, find the automation triggers that convert to customers, understand where your most valuable leads are coming from, and more.

SegMetrics takes the spend from X Ads and purchases from your payment processor then connects them to the email addresses in your email marketing platform. You don't need to import the orders or tag people in a special way: they just need to be in your CRM or email marketing tool account!

How to connect X Ads to SegMetrics

1. Click on the gear icon in the top right corner and then click Integrations.
2. Once you're on the Integrations page, scroll down to "Available" and click on Connect next to X (Twitter).
3. This will open the Activation window, where X will ask you to confirm the connection and grant necessary permissions.
4. Once you have connected X Ads, you'll need to add the tracking value to your ads so that SegMetrics can connect individual users to each click on your ads.

Configuring your X Ads for tracking

When tracking X Ads with SegMetrics, you need to configure your ads with the appropriate tracking value. Because X does not support dynamic ad variables like other platforms, you'll need to use SegMetrics to generate unique AdId decorated URLs.

Setting up ad tracking

1. Make sure that the SegMetrics Tracking Pixel is installed on your site and landing pages.
2. From your SegMetrics Integrations Page, click on Manage Settings for X (Twitter), and choose Setup Ad Tracking.
3. Here will be a list of all the ads that SegMetrics has detected as currently being active, and need to be updated.
4. From your Ad Configuration page, enter the URL for each ad/tweet you want to publish in the "Original" field and SegMetrics will update it with an appropriate unique ad_id value:

Example URL transformation:

Original URL: https://example.com/my-awesome-page/

Modified URL: https://example.com/my-awesome-page/?ad_id=jy5zrr8y46

1. Copy the modified URL and paste it into your X Ads campaign.
2. Go into X Ads to install the tracking values into the appropriate ads.

Be sure to generate and use a new ad_id for each different ad/tweet you're setting up.

Tracking URLs in promoted posts

When you update the Ad Tracking for promoted posts, X will automatically update any links in the body of the ad copy for that specific ad, just like it would for any other call-to-action. This means that all your promoted post and page ads track clicks and conversion through to SegMetrics, without modifying your original post.

How to use X Ads in SegMetrics Reporting

Since X Ads is an advertising platform integration, it appears in SegMetrics Acquisition Reports only. When you connect X Ads, SegMetrics imports the last month of ad spend, clicks and impressions for all currently active ads. Lead attribution will start as soon as the ads are configured for tracking.

Once X Ads is connected and actively syncing data, SegMetrics stores it in our own database, allowing you to accumulate more data over time for more comprehensive historical reporting.

To create reports with your X Ads data:

1. Click Ad Reporting, then save it to name it.
2. Select your desired filters based on dates, tags and touchpoints.
3. Save it to come back to or to include the data in a custom dashboard.

Frequently Asked Questions

Q: What time zone is X Ads data synced in?

A: X Ads data is synced in UTC. SegMetrics reports on your data based in the timezone that you set in your Account Settings.

Q: Why am I seeing clicks but no leads in SegMetrics?

A: This can be caused by several factors, all easy to solve:

1. Confirm that the Tracking Pixel is installed on all pages, including the landing page and any opt-in forms
2. Make sure that ad_id={{ad.id}}  is included in the Final URL and that the ad id is being correctly passed to the landing page
3. Confirm that leads are entering their email address on a page that has the Tracking Pixel installed
4. Make sure that leads are getting added to your email marketing system
5. If you're still not seeing leads, contact support@segmetrics.io

Q: Do I need the tracking pixel to get the data found in my X Ads account?

A: You do not need to create a Tracking Link for SegMetrics to track visitors from ads - it will still gather the UTM data. However, you do need to apply the trackin gpixel.

Q: How much historical data is synced when I first connect X Ads?

A: When you connect X Ads to SegMetrics, we import the last month of ad spend, clicks and impressions for all currently active ads. Lead attribution will start as soon as the ads are configured for tracking.

Q: Is the X Ads API still available in 2025?

A: Yes, the X Ads API (v12 as of 2025) is still available and unaffected by the changes to X's general API pricing tiers. The Ads API continues to provide full functionality for campaign management, analytics, and tracking, though access requires approval through X's developer program.