What is X Ads?

X Ads is a digital advertising platform that allows businesses and individuals to promote their tweets, accounts, and trends to a broad audience. Advertisers can target users based on various factors such as demographics, interests, keywords, and behaviors, ensuring their messages reach the most relevant audience. The platform offers different ad formats, including promoted tweets, promoted accounts, and promoted trends, each designed to engage users in unique ways. Additionally, X Ads provides analytics and insights to help advertisers measure the performance and effectiveness of their campaigns.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures twclid from URLs and stores it for attribution.
• Stores identifier in first-party storage with configurable TTL via the MetaRouter UI.
• Enhances server-side events with identifier data for audience targeting.
• Sync ensures values are refreshed when URL parameters are re-encountered.

Sync Details

• IDs:

  • twclid – A click identifier used by Twitter Ads to attribute ad engagements to conversions.

• Description:

  • The sync captures twclid from the URL parameter.
  • Each value is stored in first-party storage for a configured duration.
  • Values are refreshed when new data is detected.
  • The identifiers are added to server-side event payloads for attribution or targeting.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "xAds": {
      "twclid": "value from url parameter twclid"
    }
  }
  
  

• Cookie Name:

  • Cookie: _meta_xAds_twclid
  • IndexedDB: [your storage prefix]_xAds_twclid
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Add an xAds Sync in MetaRouter

To gather the twclid value, you must add an xAds sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the xAds sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the captured ID will persist in storage. Example: 30
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.