> For the complete documentation index, see [llms.txt](https://docs.chord.co/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.chord.co/activate/event-streaming/destinations/advertising/x.md).

# X

**X** (formerly Twitter) Ads is X's advertising platform for promoted content, conversion campaigns, and audience targeting. This destination loads the X Universal Website Tag (UWT) JavaScript SDK in the browser and forwards conversion events based on a configurable event mapping. Page and identify events are not forwarded. There is no server-side component.

## Getting started

This is a browser destination. Chord loads the X Universal Website Tag for you, so you don't install any script.

You need your X Pixel ID, found in your X Ads account under **Tools > Conversion Tracking**. You also need an X event ID for each conversion you want to send. Create them in X, for example `tw-abc12-def34`.

## Settings

* **Destination Name** (required): a name to tell this destination apart.
* **Pixel ID** (required): your X Pixel ID from your X Ads account.
* **Event Mapping** (optional): maps Chord event names to X event IDs, for example `Product Added` to `tw-abc12-def34`. **Chord only sends events that have an entry here.** Chord skips every unmapped event and logs the skip in the browser console.
* **Product Identifier** (optional): which product field to use as the content ID (`product_id`, `sku` or `id`). Defaults to `product_id`. If the product has no value in the chosen field, Chord falls back to `product_id`, then `id`, then `sku`.
* **Consent Requirements** (optional): the consent categories a visitor must accept before Chord sends data to this destination. See [Consent](/activate/event-streaming/consent.md).

## Connect

Add **Twitter Ads** from the destination catalog, using the settings above. See [Connect a destination](/activate/event-streaming/connect-a-destination.md) for the full steps.

## Events

Page and identify events are **not** forwarded to X.

Only track events with an entry in **Event Mapping** are forwarded. Chord skips all other events. An `Order Completed` event with no products is also skipped.

## Track events

**X SDK call:** `twq("event", xEventId, eventPayload)`

### User parameters

| Chord source (priority order)                                | X field         | Notes                             |
| ------------------------------------------------------------ | --------------- | --------------------------------- |
| `properties.email` > `context.traits.email` > `traits.email` | `email_address` | Automatically hashed by the X SDK |
| `properties.phone` > `context.traits.phone` > `traits.phone` | `phone_number`  | Automatically hashed by the X SDK |

### Order parameters

| Chord source (priority order)                                                                               | X field         | Notes                                                                         |
| ----------------------------------------------------------------------------------------------------------- | --------------- | ----------------------------------------------------------------------------- |
| `properties.revenue` > `properties.total` > `properties.value`                                              | `value`         | Falls back to the sum of product prices when none is set                      |
| `properties.currency` > `properties.meta.i18n.currency`                                                     | `currency`      | Defaults to `"USD"`                                                           |
| `properties.cart_id` > `properties.cartId` > `properties.order_id` > `properties.orderId` > `properties.id` | `conversion_id` | Used for deduplication. A cart ID wins over an order ID when both are present |

### Product contents

Each product in `properties.products[]` is mapped to an X content item:

| Chord source (priority order)                                                            | X field            | Notes |
| ---------------------------------------------------------------------------------------- | ------------------ | ----- |
| Configured `identifier` field from `properties.products[]` > `product_id` > `id` > `sku` | `content_id`       |       |
| `properties.products[].name`                                                             | `content_name`     |       |
| `properties.products[].price`                                                            | `content_price`    |       |
| `properties.products[].quantity`                                                         | `num_items`        |       |
| `properties.products[].category`                                                         | `content_type`     |       |
| `properties.products[].variant_id`                                                       | `content_group_id` |       |

All undefined values are filtered out before sending.

## Custom properties

Any custom property mapping you configure is added to the event first. The fields in the tables above are added after it, so a field Chord computes replaces a mapped one with the same name.

## Initialization

Chord sets up the `twq` function queue, then loads `https://static.ads-twitter.com/uwt.js`. After the script loads, it calls `twq("config", pixelId)` to initialize the pixel.

Chord manages SDK loading state (`fresh` → `loading` → `loaded`/`failed`) to prevent duplicate script loads. If the script fails to load, subsequent events are silently dropped.

## CSP requirements

If your site uses a Content Security Policy, allow the following domains:

| Directive     | Domain                           |
| ------------- | -------------------------------- |
| `script-src`  | `https://static.ads-twitter.com` |
| `connect-src` | `https://static.ads-twitter.com` |


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