Dive Brief:

• Twitter rolled out a new method for advertisers to measure the effectiveness of their campaigns on the micro blogging site.

• The just-released “conversion lift reports” measure the return-on-investment of companies’ Twitter ads across digital devices, including website clicks and conversions, as well as mobile app installs and re-engagement conversions, according to a Twitter blog post.

• The custom lift reports use controlled tests that generate custom-data reports with actionable advertising recommendations based on study results, such as conversion efficiency and transaction value lift gained through Twitter ads.

Dive Insight:

This move comes as CEO Jack Dorsey works to accelerate the “unacceptably” slow growth rate of Twitter's user base, he said in July, reported Re/Code. To that end, Twitter has been enhancing its product offerings to attract a broader set of users and advertisers.

Twitter said the early tests using conversion lift reports showed that consumers who visit a brand's website after seeing a Promoted Tweet, Twitter's core ad vehicle, are 3.2 times more likely to make a purchase than those who visit the website without seeing one.

The conversion lift reports also reflect efforts to measure advertising results based on consumers' omnichannel path to purchase.

“Last-click attribution is an inaccurate reflection of what’s driving results, because the average customer switches between multiple devices, platforms, and sites before making a purchase,” The Twitter post said.

Separately, Twitter, itself, has been tiptoeing into ecommerce. The site announced a partnership last month with e-commerce platforms Bigcommerce, Demandware, and Shopify to bring its "buy now" buttons to retailers on the site.