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Why Singular Is The Only MMP Integrated To Twitter’s Ads API

By John Koetsier May 1, 2019

Intelligent data that drives insights for growth requires three key ingredients:

  1. Accuracy
  2. Granularity
  3. Actionability

In order to obtain all three ingredients, you need to ensure the reliability of API integrations with each of your marketing platforms. This is where you find the Singular difference. Singular is the only measurement partner to have two separate API integrations with Twitter, along with over 1,000 additional marketing platforms, providing you the most comprehensive solution for ROI down to the creative level.

This is what we call “dual integration.”

WTH is the Dual Integration approach?

Before you can understand the importance of API integrations (and dual integrations) you first should understand the type of data you need to collect in order to have anything meaningful for your campaign optimization efforts. Simply put, there are two key data sets you need to collect from your marketing platform, whether that is from Twitter, Snapchat, Pinterest, Facebook, Google, Vungle, Unity, Amazon: you name it.

First, you need your campaign analytics data (aka pre-install data) to answer questions like:

  • “How much did I spend on this campaign?”
  • “How many impressions did that creative get?”
  • “How many clicks came from each publisher?”

Second, you need your attribution data (aka post-install data) to answer questions like:

  • “How many installs did that campaign generate?”
  • “What was the revenue on this creative asset?”
  • “How many people went to level two as a result of this keyword?”

Only by combining these two datasets can you really know your ROI by campaign, by creative, by keyword, and by individual ad. This gives you the power to optimize at the most granular as well as aggregate levels, providing your best opportunity to maximize profitability.

dual integration singular

Singular’s dual integration visualized

To do this manually, you would need to standardize the hierarchies (some sources offer only campaign and ad level, while others go right down to the keyword) and the taxonomies (names and terms differ) across every source, and then calculate your ROI by each dimension … every single time you need it.

Sounds like a pain in the @$$?

Good thing Singular has already done it for you!

This is the dual integration approach

Singular has spent years building API integrations for both sides of the puzzle across over 1,000 additional marketing platforms, and automatically combines this data to show you ROI at the most granular levels.

Unlike other analytics platforms who are only accountable for your “pre-install data” or other attribution providers who are only accountable for your “post-install data,” Singular is accountable for both. Which is why we are the only Twitter measurement partner to have integrations that collect BOTH datasets, just as we do for hundreds of other marketing platforms: so we can do dual integration for you, out of the box.

Inherent flaws with tracking links

You might be asking: So why can’t I just use tracking links to collect this data? My attribution provider uses tracking links and says they can do campaign ROI.

Great question! While the tracking link is the easiest way to collect the necessary macros for a given network, this method has some inherent flaws.

  1. It is not retroactive
    You are only receiving data at the time of the click, therefore if the numbers reconcile after the time of the click, this will not be reflected in your reporting.
  2. Not all networks support passing all macros
    For example, you might be able to receive campaign cost and clicks, but you may not get site ID or publisher ID.
  3. No creative assets!
    Singular is the only solution on the market to provide you the most complete reporting of your creative asset ROI across the most visual networks. However, creative assets and their performance can only be reported by an API integration.
  4. Data loss and discrepancy is HIGH
    In a recent study, we compared a number of customers who were using Singular along with a third-party attribution provider. In observing their “campaign data” collected via our API integration against the same data set collected via the tracking link by the third-party attribution provider, we saw a 31% discrepancy … with the numbers reported from our API integration matching identically to the number on the final bill.

Of course, we too sometimes rely on the tracking link for those marketing platforms that do not offer an API to collect campaign analytics. However, in the rare case that we cannot collect data via an API, we will also rely on alternate integration methods to ensure accuracy of the data.

For example, a daily email report, or a CSV file upload to an S3 bucket.

We understand every marketer is different, and how you look at your data may be completely different from your competitors. We are flexible and here to ensure the data you see in Singular matches your internal systems.

Heck, we even have a bi-directional API to push and pull data to your source of truth.

To learn more about Singular’s “Dual Integration Approach” and the Singular difference, contact us to request a demo today.

Already a Singular customer and looking to take advantage of our dual integration with Twitter? Check out the help center for details on how to configure your Twitter integration.

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