X Ads Integration

X (formerly Twitter) is where real-time conversation meets paid distribution. The audience is engaged, the targeting is tight around interest and follower-based signals, and a well-timed campaign that catches a trend can produce reach you genuinely can't buy anywhere else. The downside is that X's native reporting can feel sparse, and stitching X performance to your wider portfolio has historically meant yet another spreadsheet at the end of the week.

The Routy integration with X Ads pulls performance data into Routy on a continuous schedule and sends downstream conversions back to X through its Conversion API. The result is that X stops being the channel you check on Mondays and starts being a channel you can run alongside everything else, with the same quality of reporting and bidding signal.

After connecting, the following becomes available in your Routy reports:

• Spend at the campaign, ad group, and promoted post level, including spend tied to specific tweets where applicable
• Impressions, clicks, engagements (likes, reposts, replies), and the engagement metrics X exposes through its API
• Server-side conversion uploads via the X Conversion API, with deduplication against the X Pixel
• Conversion attribution that ties every conversion Routy tracks back to the X campaign, ad group, and creative behind the click

Plus, X data sitting next to your other channels in the same dashboard lets you do the comparison that's hardest to do honestly: a channel where engagement metrics are abundant and conversion metrics are sparse versus channels where the opposite is true. The view becomes consistent regardless of which platform produced the click.

You connect your X Ads account through X's standard OAuth flow. Once connected, performance data pulls from the X Ads API on a regular schedule, and conversion events get posted back through the Conversion API as Routy sees conversions matching X clicks.

A few things worth knowing before you connect:

• The X Ads API has gone through significant changes since the platform's rebranding and ownership transition. The integration uses the current API endpoints, but if X changes the API behaviour (it has happened more than once over the last couple of years), there can be brief gaps in data while the integration is updated to match.
• X's audience targeting and ad formats have shifted as well. The integration adapts to whatever campaign objectives and targeting types your account currently supports.
• Conversion attribution windows on X are configurable in the X Ads Manager. The integration respects whatever window you've set; conversions outside the window won't influence bidding even if Routy sees them.

The pitch for X has always been time-sensitivity. Real-time conversation, trending topics, the ability to ride a moment in a way other platforms can't replicate. That pitch only works if your reporting and your bidding can keep up. When the conversion data is days behind and the bidding signal is partial, the moments pass before you can act on them, and the budget defaults to slower channels that report more cleanly.

Connecting Routy puts X on the same reporting footing as the rest of your media. The performance data is current, the cross-channel comparison is honest, and the conversion uploads via the API give X's bidding algorithm a stream of real downstream events to learn from. Over time, the bidding gets better at finding the audiences and timing that actually convert, and the channel starts performing closer to its theoretical potential rather than its under-instrumented current state.