Common analytics discrepancies

Ads Manager

Have a question on analytics within Ads Manager? Expand below for answers to common questions.

  • I can't see any data for my campaigns within Ads Manager, why?
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    Campaign metrics will only show in Ads Manager if a campaign delivered in the selected date range. By default, your Ads Manager only shows the last seven days of activity. You can adjust the date range view by selecting your desired date range in the top right corner of your dashboard. You will then be able to view the campaigns and metrics that fall into that date range. 

    Haven't started a campaign yet? Learn how to get started. 

    Your campaign isn't delivering impressions? Check out possible reasons here

     


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  • Why doesn’t top level data match the sum of all individual line items, including Keywords, Language, etc?
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    Keyword Targeting

    Often when viewing a data breakdown by Keyword, you’ll see that the campaign level summary of all impressions, engagements, or spend is much lower than the sum of all the keywords listed below as line items. This is because there is a certain degree of overlap between Keywords, which can occur when a single query or Tweet includes multiple targeted Keywords. 

    For example, if you've targeted the keywords "sun" and "#sunnyday", and a user has tweeted "Can't wait for the sun! #Sunnyday", the ad impression served to that user would appear once next to "sun" and once next to "#sunnyday" in your Ads Manager campaign analytics for Keywords. 

    Interest, Language, and Follower Targeting

    When viewing your campaign by interest, language, and Follower targeting you will usually see a lower number of total impressions, engagements, or spend on the top line campaign level than when you add up all of the individual ones listed below. This is because if a single user who views your campaign and fits into multiple categories, their engagement and impression will be counted under both. 

    For example, if you target users who have the interest of "Comedy", they may also have interests in "Cooking" and "Fashion". The interests "Cooking" and "Fashion" will show up in your ads dashboard, but only because the users also have the interest that you targeted, which is "Comedy". Your ads will not be served to users who don't have the interests you have implemented in your campaign. The dashboard shows a breakdown of other interests and languages that users have, in addition to the ones you've targeted. You're only charged once, and the user is within your targeting parameters. 

    *Top line metrics not matching up for your Follower objective campaign? Click here to see why. 

     


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  • Why does spend for individual campaigns not add up to top line sum?
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    Due to the real-time nature of our ad platform and the different ways by which our billing system and Adserver count your campaign performance, there is potential for a discrepancy between what you see on your campaign dashboards and what we log internally. The spend in the Ads UI and the billing system should match up after 36 hours.

    *Top line metrics not matching up for your Follower objective campaign? Click here to see why. 


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  • Why do my videos show higher completion rates than video views?
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    "Video Views" in Twitter Ads are defined as 50% in view for 2 seconds or more.  However, our quartile metrics (25%, 50%, 75%, 100%) do not consider any percentage in-view. This means that a user can hit 25%, 50%, 75%, etc. quartile metrics even if they do not have 50% of your video in-view. Due to this, it's possible that users hit a "video completion" without hitting a "video view". This is especially common for shorter video creatives. 


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  • Why is my spend over my daily budget?
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    App install or re-engagement campaigns

    Our App install or re-engagement campaigns always bill on a 30 day post-engagement / 1 day post-view attribution window. However, Ads Manager allows you to customize your mobile app tracking attribution events, and will show your data according to whichever window you have set.

    For example, if in your Tools < Conversion Tracking < Mobile app events you have an attribution window other than 30/1 set, it may appear that your max Cost Per Install is not being honored. To fix this, change your MACT attribution windows to 30/1. Your max CPI will always be honored and you will never see a CPI higher than your specified max install price. 

    Other campaign objectives

    If you lower your campaign's daily budget over the course of the day, keep in mind that day's spend might be higher than your new lower daily budget.

    For example, if your campaign begins serving for the day with a daily budget of $30.00, but you lower the budget to $15.00 during the day, it's possible your campaign's spend for the day will be higher than $15.00. However, the next day, your campaign will not spend more than $15.00.


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  • Why does one of my Tweets have more impressions than another?
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    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 a user 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. Find detailed information on campaign optimization here.


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  • Ads Manager reports "Link clicks" according to the number of times a Twitter user clicks on a link in your Tweet. This is logged as soon as the click action happens.

    In 3rd party analytics platforms, you will receive reporting on the number of times that unique users land 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.

    Additionally, if your campaign is running on our Twitter Audience Platform, a link click will not appear in your 3rd party analytics as coming from Twitter, even though it was from an ad served as part of your Twitter Ads campaign. 

    To improve these numbers, we recommend testing different creative formats, including:

    • Picture + Link in Tweet Copy - try adding an image + a link in the 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 a 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 conversions” campaign optimization preference. This will ensure your campaign drives more link clicks by users with high likelihood to convert on their website.


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Tweet and Video Activity Dashboards

Analytics question on TAD or VAD? Expand below.

  • Why does my CSV download show different data than my TAD or VAD dashboard?
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    The TAD/VAD dashboards, the TAD/VAD Tweet lists, and the TAD/VAD .CSV exports report on three different sets of metrics, which is why comparing them might appear to show a discrepancy. It's expected that they show different analytics, read below for details:

    Dashboard

    The metrics shown on the top dashboard show ALL activity across the entire account (every single Tweet sent from the beginning of the account's history) during the selected date range. That means if someone RTs or favorites a Tweet from November on March 15th, it will be counted in the TAD dashboard metrics for March. All activity that occurred in a given timeframe on all historical Tweets will be shown on the TAD dashboard for that timeframe. 

    Tweet List

    Only Tweets that were originally sent during the date range that you have selected will appear in this view. However, the Tweets shown will display all metrics that they've accumulated since creation. 

    For example, if you have 'Last 7 Days' selected as your date range, only Tweets that have been Tweeted within the last 7 days will be displayed here. The metrics they show will be the total number of impressions/engagements/etc they've gathered over the course of their life.

    Export

    The metrics shown on the TAD .CSV show ONLY activity on Tweets sent during the time frame selected. (For VAD, it is only for when the video was tweeted out the first time). That means that if 400 people favorite a Tweet in April that was tweeted out in January, none of that will show up in .CSV metrics for April. Only activity that occurred on Tweets that were tweeted in that timeframe will show up in a .CSV pull for that timeframe.

    Discrepancies

    Be sure to note which TAD location you're viewing data from, as they each show a different set of metrics. Here are some things to look out for:

    1. A Tweet from a past time period is promoted in the current time period, which results in higher TAD dashboard numbers than TAD .CSV numbers. 
    2. A Tweet from a past time period "goes viral", e.g. is Retweeted by a prominent user or embedded in a high traffic website. This results in higher TAD dashboard numbers than TAD .CSV numbers. 

     


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  • I can't see any data in my TAD or VAD, why?
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    Twitter Analytics, including the Tweet Activity dashboard, is a free service available to all Twitter users who (a) have an ads account and/or (b) register at analytics.twitter.com. 

    To maintain access to Tweet Activity Dashboard and Video Activity Dashboard please ensure the following: 

    Should you be unable to see data in your TAD or VAD, it is likely that your account has been found in violation in one of the above policies. You can find more information on how we enforce our policies here

    If you still have questions, our support teams would love to assist you. If you are an advertiser on ads.twitter.com, feel free to either Direct Message @TwitterAdsHelp or file a support ticket via ads.twitter.com/Help. If you are a user of analytics.twitter.com, please file a support ticket here


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Conversion tracking and attribution windows

Conversion tracking analytics question? 

  • Why are my conversions not matching my third party analytics conversion tracking?
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    Ads Manager will report one link click every time a Twitter user clicks on a link in your Tweet. This is logged as soon as the click action happens.

    In 3rd party analytics platforms, you will receive reporting on the number of times that unique users land on your webpage (convert), 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.

    Additionally, if your campaign is running on our Twitter Audience Platform, a conversion will not appear in your 3rd party analytics as coming from Twitter, even though it was from an ad served as part of your Twitter Ads campaign. 

    To improve these numbers, we recommend testing different creative formats, including:

    • Picture + Link in Tweet Copy - try adding an image + a link in the 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 a 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 conversions” campaign optimization preference. This will ensure your campaign drives more link clicks by users with high likelihood to convert on their website.


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  • Why is my mobile tracking partner reporting a different number of installs than my Ads Manager?
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    In your Twitter Ads account, you can customize the attribution window you'd like to display your mobile conversions to display in. If your conversions reported in your Twitter Ads account don't match that of your mobile app tracking partner, confirm that the attribution window for each conversion in your Tools < Conversion Tracking < Mobile app events page matches the windows inyour MACT partner dashboard. 

    Remember, our App install or re-engagement campaigns always bill on a 30 day post-engagement / 1 day post-view attribution window, no matter which attribution window you've set to view your analytics. 

     


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  • Why is my ad "Placement" showing as serving on TAP?
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    Clicking the "Expand your reach on the Twitter Audience Platform" box in the campaign form means that your ads will display not only on user timelines on Twitter, but also on the network of thousands of mobile apps on the Twitter Audience Platform. In the Ads Manager Dashboard, you can filter my view to Breakdown> Placement.

    "Placement" view will show us how many impressions/results came from Twitter and how many came from the Twitter Audience Platform.  3rd party analytics tools will not be able to recognize that these clicks came from a Twitter-owned advertising source when the user landed on your website, so this can account for why you are seeing minimal clicks from "Twitter" in these analytics source.


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  • Where will my online conversions appear after I've installed my pixel?
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    After installing our Twitter web pixel on your website or within a container tag, you must also set up a "Conversion Event" in the Tools < Conversion tracking tab of your ads account. 

    Conversion Events register a conversion whenever a user fulfils the URL parameters that you set. Each Conversion Event can be classified as a Purchase, Install, Download, Sign Up, or Site Visit, which you choose when setting up your Event. 

    To see the results of these Events, you can go to "Customize Metrics" in your Ads Manager, and choose which conversions you'd like to see. Detailed information on how to see Conversion Events found here. 


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