X (Twitter) setup for Data Activation

The Data Activation connector for X (Twitter) lets you to directly sync your customer data directly with X (Twitter), enabling you to create precise, dynamic, and privacy-compliant audience segments for your ad campaigns.

With this integration, you can target users more effectively, retarget website visitors, and activate lookalike audiences, all in real-time. The direct data sync eliminates reliance on third-party cookies, ensuring higher accuracy, better personalization, and more control over customer data. This approach supports compliance with privacy regulations like GDPR and CCPA.

Using this connector also allows you to increase campaign ROI, reduce ad spend waste, and improve attribution by providing X (Twitter) with server-to-server data. With better visibility into conversions and customer touchpoints, you can fine-tune your targeting strategy and maximize ad performance.

Destination connector overview

Before you begin

Before configuring the X (Twitter) connector, the following requirements must be met:

• An active X (Twitter) account with access to the X (Twitter) Ads API. Apply for Ads API access

• API key and secret obtained through the X (Twitter) app management UI. A new app might need to be created.

• Access token and token secret used to access the X (Twitter) Ads account

Instructions

Step 1: Configure destination

1. On the Data Activation platform, select Connectors in the left-side navigation bar.

2. Select Server to Server and click New Connector.

3. Select X (Twitter).

4. Fill in the form with the following information:

   • Name: Display name of the partner Server-to-server integration, used throughout the Data Activation system (mandatory)

   • Consumer key: Access key provided for X (Twitter) app (mandatory)

   • Consumer token: Secret key provided for X (Twitter) app (mandatory)

   • Access token: User access token generated on app management UI (mandatory)

   • Token secret: User token secret generated on app management UI (mandatory)

   • Account: Account to send the audience data to. Loaded using the Load Accounts option (mandatory)

   • Identifier type: Hashed email (SHA256) or X (Twitter) ID (mandatory)

Note

Partner number 7010 is the default when using Hashed email and 7011 when X (Twitter) ID is selected.

You can find the Consumer key, Consumer token, Access token, and Token secret in the X (Twitter) App Settings.

Tailored audiences

Processing times

Audience changes are processed in batches that run every 6–8 hours. While an audience change is processed, the existing audience to be updated is unaffected.

Targeting

An audience can only be targeted if it matches at least 100 users active within the past 90 days on X (Twitter).

For up-to-date information on X (Twitter)'s tailored audiences, visit the X (Twitter) Ads Audiences page.

Error handling

For the X (Twitter) connector, we report the actual X (Twitter)-specific error codes.

Error documentation can be found in the X (Twitter) Ads API response codes.