When you open the advertiser interface, you will first be directed to homepage that brings your data front and center. The main dashboard defaults to the Summary Tab showing total impressions across all campaigns for the specified date range. You can also view by Engagements, Spend and Conversions.

Performance across funding instruments

You can continue on to select which data populates in your home dashboard. See all data, or select specific funding sources.  To choose which data displays in the graph & tables below, click the dropdown next to All Campaigns— note that individual Spend CSVs are available via this dropdown.  Small business accounts paying with a credit card will see a single Credit/debit cardoption.  It is not possible to segment campaign activity by various credit cards currently in use or that have been used in the past.

Funding instrument status

Note: this information only applies to accounts working with a Twitter sales representative and paying with an insertion order. Small business accounts paying with a credit will see default values or zeros entered in these fields.

Glossary of terms for your funding instrument in the dropdown:

Status: Whether or not the insertion order is running, exhausted or expired

Dates: Start and end dates of the insertion order

Budget: Total, spent and remaining budget of the total insertion order

Pacing: Reflects how much you have spent in your Insertion Order to date, compared with the average amount you would need to spend each day to use the entire IO in full on the last day that it is active. This metric will help you plan and manage spend most effectively throughout the duration of your IO.

• If pacing is below 100%, the insertion order will not have spent through by the end date

• If pacing is above 100%, the insertion order will have spent through before the end date

• If pacing is at 100%, the insertion order will spend through on the day of the end date

Spend CSV: A downloadable CSV or XLS file that contains all information about daily spend per campaign. This is the only place within the UI that this can be downloaded.

Use these views to compare performance by targeting type, regardless of how you have set up your campaigns. These insights will help inform your future content strategy, by showing which messages resonate with specific audiences. Use this data to make adjustments as needed to optimize campaigns and maximize results.

You can now investigate performance across the following dimensions:

• Campaigns
• Individual Tweets
• Location
• Gender
• Platform/device (Promoted Tweet campaigns only) 

Earned Media

Earned media is organic Twitter activity such as mentions of a brand’s @username that result from a brand’s activities, both online and offline.  For the purpose of Twitter’s tracked analytics, earned media is additional free impressions, clicks, and engagements that result from retweets and replies.  

A basic example is when a user sees a Promoted Tweet and then retweets it out to their followers.  Those followers then see and interact with that tweet, and Twitter is able to track subsequent replies, retweets and follows that propagate. This viral effect earns publicity without extra cost.
 

How is it calculated and does it cost anything?

Earned media engagement statistics, including clicks, retweets and replies that stem from a retweet, are now included for Promoted Tweets in a new metric: eCPE. Also included in eCPE are other non-billable engagements, such as multiple actions on the same Promoted Product (a link click and then a follow, for example).

The total number of engagements, when divided into campaign spend, yields an advertiser’s effective Cost Per Engagement (eCPE) metric. This eCPE metric includes earned media engagement. Don’t worry, billable engagements will still be available in the spend CSV or XLS, but you are not charged for the earned media.

Protip: Because we include earned media in reporting, it’s possible that if an advertiser has targeted one segment explicitly (e.g.- just United States), they may still show impressions in other countries, if a user retweets their tweet, and followers in other countries see the RT and/or engage with it. The same is true with device, gender, and interest targeting.
 

How can I see billed-only data?

The total vs billed metrics will be available in the spend CSV or XLS. There is currently no way to surface only billed engagement data in the ads interface at this time.

When looking at insertion orders on a more granular level, we display data based on several targeting criteria to provide additional insight into the audience these campaigns are cultivating and who is engaging with specific pieces of content.
 

Device Targeting

If you choose to target particular devices, you can see more granular details about how the campaign performed on each client. We offer targeting data about impressions and engagements on all devices that are currently eligible for targeting.

Protip: Although a campaign may have targeted only one type of mobile device, Twitter takes into account earned media and incorporates earned impressions into this statistic.

For more information on device targeting, please see this article.
 

Location Targeting

We now have a way to surface all campaign engagement metrics by geolocation. The locations targeting tab displays a graphical representation of campaign locations and can be filtered to show impressions and engagements in each location individually.

The chart underneath displays all geotargeting by location. This graph is not limited to locations that are specifically geotargeting in a campaign, and will display all locations reached. More granular city and metro-area targeting can be seen by clicking into countries for which that targeting is available.

Protip: Locations might be displayed that were not originally targeted. This does not mean that any paid engagements occurred outside of the desired geographies. The interface displays all earned impressions, including those outside of the geotargeted demographics.

For more information about location targeting, please see this article.  
 

Gender Targeting

This tab shows the breakout of engagement between men and women.  Keep in mind that even if targeting just men or just women, it is possible that the percentages won’t be 100% in either direction in light of the potential for retweets and earned media.

For more information about gender targeting, please see this article.
 

Interest targeting

The interest targeting tab displays graphically and in chart form all of the interests that the campaign reached. The interests displayed are not indicative of the interests targeted, but rather reflect the interests of the users who viewed the Promoted Product.

Protip: It is important to remember that users generally do not fit into discrete interest segments; someone who we’ve classified as interested in one category may also have other interests. This explains why the sum of all impressions beneath the graph is greater than the number of impressions counted at the top of the page. In addition, we surface not only engagement on targeted interests, but also on the secondary interests of those users who engaged with the content.

For more information about interest targeting, please see this article.
 

Keyword Targeting

The keyword targeting tab breaks down engagement metrics for each keyword targeted in your campaign. Only keywords that have served impressions will be displayed. For detailed information on keyword targeting, please see this article.

Protip: Are metrics for certain keywords identical? Keywords targeted using “match in any order” are not sensitive to capitalization, plurals, tense, or hashtags. This means impressions and engagements for #smartphone may be identical to #smartphone, smartphones, and #smartphones.