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Richard Drew / AP

Twitter has commissioned data from Nielsen and Foursquare to evaluate its impact on offline sales and store visits. The results:

  • Promoted campaigns on Twitter generate a 23% lift in visits to mobile carrier storefronts
  • Buyers spend 6.8% more with mobile wireless carriers after seeing ads on Twitter
  • Offer-based tech and telco campaigns on Twitter generate a $21.84 average return on advertising sales investment
  • Twitter users are 2.4X more influenced by manufacturer and mobile carrier ads

Why it matters: Facebook, Google and Snapchat have all released similar data that demonstrate their ability to help marketers drive offline sales through ads on their platform. The expectation has been set with marketers that if you are a platform that can reach an audience at scale, you should be able to track how mass marketing drives actual sales in stores, as well as sales from the platform directly.

Go deeper

Biden confronts mounting humanitarian crisis at the border

Illustration: Eniola Odetunde/Axios. Photo: Pool/Getty Images     

Just over a month into his presidency, President Biden is staring down a mounting crisis at the border that could be just as bad as the ones faced by Barack Obama and Donald Trump, if not worse.

Why it matters: Immigration is an issue that can consume a presidency. It's intensely and poisonously partisan. It's complicated. And the lives and welfare of vulnerable children hang in the balance.

Erica Pandey, author of @Work
2 hours ago - Economy & Business

The rise of vaccine passports

Illustration: Annelise Capossela/Axios

Vaccine passports were touted early in the pandemic as an important piece of the plan to get people back to normal life. Now they’re becoming a reality.

Driving the news: CLEAR, the secure digital identity app that you see in airports around the world, and CommonPass, a health app that lets users securely access vaccination records and COVID test results, have joined forces.

"Vaccine tourism" stretches states' supplies

Illustration: Sarah Grillo/Axios

Americans who are highly motivated to get vaccinated are traveling across state lines after hearing about larger vaccine supplies or loopholes in sign-up systems.

Why it matters: "Vaccine tourism" raises ethical and legal questions, and could worsen the racial socioeconomic and racial inequalities of the pandemic.