In my past 1 year @Twitter, we’ve launched some fundamental attribution solutions to allow making performance advertising on Twitter a reality. Bit overdue, but wanted to highlight the main ones in a thread. (1/12)

We’ve overhauled our attribution counting logic to be more inline with what our advertisers expect, removing arbitrary deduplication and putting event deduplication in the control of advertisers by providing a deduplication key: conversion_id. (11/12)