Twitter Tracking
Subscription rebill behavior: Auto-order rebills are not sent to Twitter/X. This differs from Meta, TikTok, Pinterest, and Snapchat, where rebills are reported as a dedicated custom event. See "Subscription (auto order) event handling" below for the rationale and the opt-in future option.
UltraCart now supports the Twitter Conversion API which is a server-to-server method of sending conversion information to Twitter.
This short tutorial will guide you through the process of configuring Twitter tracking on your StoreFront. The first pre-requisite is to make sure that you have setup:
A pixel within Twitter
A purchase event within your Twitter Pixel
Inside of your Twitter Event Manager it should look something like this:
Once you have the two values, navigate to StoreFront → Privacy & Tracking → Other → Twitter.
Enter the two values in the field shown below and then click on Connect.
After you click connect your browser will transfer over to Twitter when you will need to authorize the UltraCart Conversion Integration application.
After you authorize the application it will redirect back to your StoreFront configuration and look similar to this:
At this point UltraCart will begin sending over server-to-server conversion information based upon:
twclid parameter (captured on your landing page URL by UltraCart Analytics)
hashed email
All of the logging of the communication with the Twitter Conversion API will be visible within Integration Logs.
Subscription (auto order) event handling
Event mapping
Order type | Sent to Twitter/X? |
|---|---|
One-time purchase | Yes — sent against the merchant's configured conversion event |
First purchase of an auto order (subscription) | Yes — sent against the same conversion event |
Auto-order rebill (recurring payment) | No — not sent |
Why rebills are skipped on Twitter specifically
Twitter/X's Conversions API is different from other ad platforms. It does not accept standard event names like Purchase or Subscribe. Instead, merchants pre-register a conversion event inside X Ads Manager and give UltraCart its numeric ID. A Twitter integration only supports one conversion event ID per storefront, so every conversion lands in the same bucket.
This means there is no way to segregate rebills into a distinct event on Twitter without additional configuration. On top of that, Twitter's ability to match a server-side conversion back to a click is weakest on rebills — the Twitter click identifier (twclid) is captured during browsing and is not present on rebill orders — so rebill attribution quality was low regardless.
Given both constraints, sending rebills to Twitter caused more harm than good: it polluted the single conversion bucket and misled the ad optimizer. Rebills are now skipped.
Contrast with other platforms
Platform | Rebill handling |
|---|---|
Meta | Custom event |
TikTok | Custom event |
Custom event | |
Snapchat | Custom slot |
Twitter/X | Not sent |
Taboola | Not sent (click-attribution-only; no original click on rebills) |
Future option — send rebills on a second conversion event
If a merchant specifically wants Twitter to see rebill activity, UltraCart can build a second conversion-event-ID field on the storefront dedicated to rebills. The merchant would:
Create a second conversion event inside X Ads Manager specifically for recurring subscription payments.
Give UltraCart Support the numeric ID of that second conversion event.
UltraCart configures the storefront to route rebills to that second event, keeping them separate from new-purchase conversions.
This is a support-assisted configuration, not a self-service setting. Contact UltraCart Support to request it.
Related platform docs
See also: Facebook Analytics & Custom Audiences, TikTok Tracking, Pinterest Tracking, Snapchat Tracking, Taboola Tracking.