How to Track X (Twitter) Ads with UTMs for eCommerce Sales

What We Will Cover in this Guide:

1. How to Set Up the X Pixel for Accurate Tracking – Step-by-step guide to implementing the X Pixel

2. How to Use Google Tag Manager for X Ads – Automate and simplify your tracking setup

3. How to Add UTMs to Your X Ads and Organic Links – Track clicks, conversions, and sales from X

4. How to Track Leads and Sales with X Events Manager – Identify what’s working and scale your best ads

Why Should You Care about Tracking X (Twitter) Ads

X (Twitter) isn’t just a social network—it’s a high-impact marketing tool that can help grow your brand, engage your audience, and drive sales. With X (Twitter) being the 3rd most-used social platform with a high engagement rate, businesses have a golden opportunity to connect with users in real time. Because X thrives on fast-paced, trending conversations, you can jump into discussions, interact with potential customers, and build strong relationships instantly.

One of the best things about X (Twitter) ads is how precisely you can target people. You can reach users based on their interests, age, location, and online behavior. Plus, you can go even further by targeting specific keywords or creating custom audiences, like people who have visited your website or are on your email list.

X (Twitter) ads can be a game-changer for your marketing efforts.  But like any marketing tool, it's important to track how your X ads are performing to make sure you're headed in the right direction. Without proper tracking, you might be wasting money on ads that don’t convert. This data is essential for evaluating traffic quality and gaining insights into overall campaign performance for faster decision-making.

X (Twitter) Ad tracking helps you measure the success of your X ad campaigns, test new strategies, and make improvements based on real data. While setting it up may seem tricky, using the right tools and techniques can turn it into a powerful part of your marketing strategy.

This guide will walk you through the must-know tactics to help you set up the X Pixel, using Google Tag Manager, adding UTMs, and leveraging X Events Manager to optimize your campaigns.

More Qualified Leads = More Conversions

Tracking your ads is key to getting better leads for your campaigns. When you track ads, you collect important customer data that helps you understand your ideal audience. This means you can focus on people who are actually interested in what you offer. People who fit your ideal customer profile are more likely to buy. Since they’re already interested in your product, your ads will feel relevant and timely. These leads don’t need much convincing. They’re already searching for what you offer, so when they see your ad, they’re more likely to take action—whether it’s visiting your website, signing up, or scheduling a call.

Not everyone buys right away. Ad tracking lets you follow up with potential customers who visited your site but didn’t take action. By showing them ads as they browse the web, you remind them about your product and increase the chances they’ll return and convert.

1. Stop Wasting Money – Know exactly which ads and tweets drive sales

Without proper tracking, you might be spending money on ads that don’t bring results. Ad tracking helps you see which campaigns are actually leading to conversions, so you can stop wasting your budget on underperforming ads. Instead of guessing, you’ll have real data showing which ads, tweets, or promotions are driving the most revenue.

2. Scale What Works – Double down on high-converting campaigns

Once you know which ads perform best, you can put more money behind winning campaigns. Instead of starting from scratch each time, you can take your best-performing ads, tweak them for even better results, and maximize your return on investment (ROI). This allows you to scale your marketing efficiently, reaching more potential customers without increasing your costs unnecessarily.

3. Track Organic & Paid Sales – Find out if your X profile is generating revenue

Your X (Twitter)profile isn’t just a place to post updates—it can be a powerful sales tool. With tracking, you can see if people are buying from both your ads (paid traffic) and organic content (tweets, profile links, DMs, etc.). This helps you understand how your overall presence on X contributes to revenue, so you can fine-tune your strategy to drive even more sales.

Additional read: Case Study: How We Increased a Client’s Revenue by 41% in Three Months

X Ads Tracking: How to Get Started

Step 1: Setting Up the X Pixel for eCommerce Tracking

What is the X Pixel and How does it work?
Have you ever visited a website and then seen ads for that same business pop up on other sites or social media? That happens because of marketing pixels (also called tracking pixels).

A X Pixel is a tiny piece of code that helps businesses learn more about their website visitors. When used correctly, these little codes can improve ads, make websites work better, and even increase sales. It helps track conversions, optimize ads, and create custom audiences.

To get the most out of your advertising budget, you need to know what works. Tracking pixels show which ads are successful and which ones aren’t—helping you spend money wisely.

This blog has all you need to know about how X Ads work to boost your advertising efforts. Read on!

How to Set It Up:

1. Navigate to Events Manager – In your X Ads dashboard, find "Events Manager."
2. Generate Your Pixel Code – Copy the unique pixel code assigned to your ad account.
3. Install the Pixel on Your Website

• If using Google Tag Manager, create a new tag, select "Custom HTML," paste your X Pixel code, and trigger it on all pages.
• If installing manually, paste the code into the <head> section of your website.

1. Test Your Pixel Setup – Use the X Pixel Helper Chrome extension to confirm if it’s tracking properly.

Step 2: Adding UTMs to Your X Ads and Profile Links

Why Use UTMs?

UTMs (Urchin Tracking Modules) allow you to track exactly where your traffic and sales are coming from. By appending UTMs to URLs, you can measure the performance of paid ads, organic tweets, and even direct messages (DMs).

UTM Format Example:

?tw-source=twitter&utm_medium=social&utm_campaign=sale

Where to Add UTMs:

• Ad Links: yourwebsite.com/product?tw-source=twitter-ad
• Profile Links: yourwebsite.com/?tw-source=twitter-organic
• DM Links: yourwebsite.com/special-offer?tw-source=twitter-dm

Step 3: Using X Events Manager for Advanced Tracking

What is Events Manager?

X Events Manager helps you track key events like purchases, add-to-cart actions, and form submissions. This allows you to see which interactions lead to conversions.

How to Use It:

1. Access Events Manager – Go to your X Ads dashboard and open Events Manager.
2. Set Up Custom Events

• Track page views, add-to-cart, purchases, and form submissions.
• If using Shopify, install the X Ads plugin to automatically sync data.

1. Use Thank-You Pages for Lead Tracking

• Redirect leads to a thank-you page after form submission.
• Track conversions by assigning the thank-you page URL as a conversion event.

Step 4: Track Sales from Organic & Paid X Traffic

1. Add UTMs to Every Link – Whether in ads, tweets, or your bio, track all traffic sources.
2. Track DM Sales – Use custom UTMs to measure conversions from direct messages.
3. Use CRM & Analytics Tools – Platforms like Google Analytics and GoHighLevel help track leads and revenue beyond X Ads.

Wrapping Up: Key Steps to Track & Optimize Your X Ads

Ad tracking isn’t just about data—it’s about spending smarter, scaling faster, and maximizing your profits. Whether you’re running paid campaigns or leveraging organic content, knowing what works (and what doesn’t) is the key to success. 

Best Practices:

1. Set up your X Pixel and test it with the Chrome extension.

2. Add UTMs to all links to track ad and organic performance.

3. Use Events Manager to track leads, sales, and engagement.

4. Optimize your highest-converting campaigns and scale what’s working.

By implementing these strategies, you’ll ensure that your marketing dollars are spent effectively. With practice and experience, you'll gain confidence in running X ad campaigns and maximizing your return on investment.

Interested in enhancing your business and learning more about how X Ads work? Here is an Insider’s Guide to Enhance your X Ads Strategy. Click here!

At AutomationLinks, we have over a decade of experience in creating ads that drive results. If you’re looking for guidance on setting up your Twitter(X) Ads, we’ll help you fully exploit the potential of your X (Twitter) Ads Marketing Campaigns. Get in touch with us to see how we can help you set up, plan, run, and improve your campaigns for the best results!

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