Overview
X Ads (formerly Twitter Ads) runs through X Ads Manager, X's advertising platform. When you build a campaign, you choose an objective, such as Reach, Engagements, Website traffic, Video views, App installs, or Sales, then target your audience by interest, keyword, or follower look-alikes. Campaigns are organized into Campaign → Ad group → Ad.
Connect your X Ads Manager account to Triple Whale to bring that data into your dashboards. Once connected, you can track engagement metrics, compare X Ads performance against your other channels, and use Triple Whale's Tracking Parameters to attribute conversions back to specific campaigns and ad groups.
Before you begin
Make sure you have the following ready before you start:
A logged in X Ads Manager account with access into the ad account you want to connect.
An active X Premium or Premium+ subscription. X requires Premium verification to use X Ads Manager. If you see a "Premium verification required" prompt during setup, subscribe (or switch to an already-verified account) before continuing. X currently credits $8/month in ad spend for active advertisers.
Admin access in your Triple Whale account. Member accounts can't connect or manage integrations, so you'll need an Admin to complete this setup.
Steps to connect
In Triple Whale, click Data → Integrations.
Find the X integration card and click Connect.
On the X authorization screen, click Authorize app to grant Triple Whale access to your account.
In the Select accounts to connect window, check the account(s) you want to connect, then click Connect.
Connection is confirmed with Success prompt
Gif: Steps to connect X integration
Note: Click Manage on the Twitter card anytime to see your connected account(s), turn an account on or off, or Reconnect / Disconnect.
Set up tracking parameters
X requires tracking parameters on each ad's Destination URL before the ad is published, so the Triple Pixel can identify which ad drove a click. See [How the Triple Pixel Works] for background.
Note: X Ads Manager has its own native tracking tool, X Pixel, under Events Manager. This is separate from Triple Whale's Triple Pixel and the Tracking Parameters below; you'll typically need both.
Warning: Add these parameters before you publish the campaign. Triple Whale can only attribute traffic and orders to ads that carry them.
Triple Whale supports attribution at the campaign and ad-group level. You won't see attribution broken out by individual ad, so create one ad per ad group if you need the most granular reporting.
To add tracking parameters while building your campaign in X Ads Manager:
Create your campaign: enter a campaign Name and choose an Objective (e.g., Website traffic).
Set up your ad group: configure budget, schedule, and targeting.
Build your ad: enter the ad's Name, post text, Website URL, and Headline.
Directly below Headline, find the URL tracking section and click Add URL tracking.
In the panel that opens, map the standard UTM fields and add the custom parameters below using the { } variable dropdown, then click Add.
Confirm the URL tracking section now shows your full tracking URL, finish any remaining required fields, and continue to Review and launch.
Gif: Creating ad in X Ads Manager + Adding custom parameters
Using Add URL Tracking at the ad level, add these parameter keys:
Parameter Key | Value |
tw_source | {{site_source}} |
tw_campaign | {{campaign_id}} |
tw_adsetid | {{adgroup_id}} |
utm_term | {{adgroup_id}} |
tw_adid | {{ad_id}} |
Image: Custom parameters added at the ad level in X Ads Manager
Dashboards & Data Metrics
Once you've connected your Ads account, you will be able to access a rich collection of metrics and pre-built dashboards across Triple Whale. Unlock new insights and optimize your paid strategy using the Pixel Twitter dashboard:
Data Collection
Looking for a specific metric? Explore the full range of metrics, populate new dashboards, and build custom metrics from our Metrics Library:
Want to dive deeper into your metrics?
To understand how metrics are imported from your ad channels and how they're calculated, check out our comprehensive Data Dictionary. It’s your go-to resource for detailed explanations!