Why did my campaign not spend its full daily budget?
When you set up your campaign, it competes in our auction system against other advertisers to serve. If the parameters you set in your campaign are not competitive, your campaign might struggle to serve through its entire daily budget.
All of the above optimization tips will help you ensure you serve through your entire daily budget.
Why is my campaign not serving?
Here are some common reasons why your campaign may not be serving.
Why do some Tweets in my campaign serve more than others?
Twitter Ads will automatically optimize which Tweets serve most often in your campaign, based on their chance of engagement. Twitter uses "ad score" for each Tweet to know how likely someone is to engage with your ad, and will serve higher-ranked Tweets more frequently in your campaign. This is why you may see higher impressions for one or two Tweets in your campaign results than others.
We recommend having at least 3 Tweets per campaign, and no more than 7-10.
How do I change or add Tweets in my campaign?
To remove or add Tweets to your campaigns, navigate to ads.twitter.com > Creatives > Tweets. There you'll be able to select a Tweet, and then click "Add to campaigns" to add or remove.