Common analytics discrepancies

Overview

  • In the Twitter Campaign Dashboard, we are reporting on the number of times a Twitter user clicks on a link or the advertisers Website Card. 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 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 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 doesn’t top level data match the sum of all individual line items match the sum of all individual line items?
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    Keywords

    Often when viewing a data breakdown by Keyword, you’ll see that the summary of all impressions, engagements, or spend is much lower than the sum of all 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.

    If certain Keywords are similar and the matching type is broad enough, they may target several of the same search or Tweet terms.
     

    Interest

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


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  • Why don’t the lead counts match in Dashboard and CSV export?
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    The reason the CSV download and the Dashboard do not match is because the CSV downloads accounts for organic, promoted and duplicate leads. While the Campaigns dashboard only displays leads obtained from the promotional campaign.


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  • Why does spend for individual campaigns not add up to the 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.


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