In the Twitter Ads Manager, we are reporting on the number of times someone clicks on a link or Website Card. This is logged as soon as the click action happens.
In third-party analytics platforms, you'll receive reporting on the number of times that unique users landed on your webpage and stayed long enough for the page to load completely (triggering their analytics tracking code).
This is what drives the difference between the two numbers you are seeing. This can vary based on:
- Load time - for example, on slow cell networks, it may take longer for the link to request and page to load, so users may exit out before loading the website.
- Intent - users may click on an image but exit out when they realize a website is loading.
To improve these numbers, we recommend testing different creative formats, including:
- Picture + link in Tweet copy - try adding an image + a link in your Tweet copy, instead of the Website Card. This has increased link click intent in certain cases.
- Only a link in Tweet copy - try using just a link in your Tweet copy. This too has resulted in more intentional link clicking behavior from users.
Also when using the Website Card, we suggest using the “Optimize for website clicks campaign" in optimization preference. This will ensure your campaign drives more link clicks by users with high likelihood to convert on their website.