X Ads Playbook
How to set up, track, and run ads on X (formerly Twitter).
Account structure
- Give each campaign one objective. Do not mix objectives.
- Use ad groups to split audiences and creative.
- Use a consistent naming pattern, for example
Objective-Audience-Creative-Flight.
Tracking and measurement
- Install the X Pixel directly or through Google Tag Manager. Check it with the X Pixel Helper.
- Add the X Conversions API for server-side events.
- Set attribution windows on purpose and write them down, so reports are read the same way each time.
- Add UTM parameters to every destination URL.
Campaign types
| Objective | Use it for |
|---|---|
| Reach | Impressions to as many people as possible. |
| Video views | Video reach and completion. |
| Engagements | Replies, reposts, and likes. |
| Followers | Account growth. |
| Website traffic | Clicks to your site. |
| Website conversions | Actions tracked by the pixel. |
| App installs | Installs and app re-engagement. |
Targeting
- Use keyword targeting for topics people post about.
- Use follower look-alikes of relevant accounts.
- Upload custom audiences: site visitors, customer lists, and app users.
- Use conversation or event targeting for planned moments. Approve creative ahead of time.
Creative
- Formats include image, video, carousel, and website cards.
- Keep copy short. Use one clear call to action.
- Limit hashtags. Each one is a link that takes clicks away from your ad.
- Plan who replies to comments and how fast.
Budget and bidding
- Bid options include automatic bid, target cost, and maximum bid.
- Set a frequency cap on reach campaigns.
- Set daily and total budgets on every campaign.
Review cadence
- Daily: spend, replies, and sentiment. Escalate problems to communications.
- Weekly: results by audience and creative; update brand safety lists.
- Monthly: compare cost per result with other channels.
Pre-launch checklist
- X Pixel and Conversions API events verified.
- Attribution windows set and recorded.
- Custom audiences uploaded.
- Brand safety controls set: sensitivity settings and keyword or account block lists.
- Third-party verification set up if required.
- Reply plan reviewed by communications or legal.
- Budgets and frequency caps set.