Twitter Ads Manager

Twitter Ads Manager provides a central workspace to plan, manage, and report on campaigns. 

You can access Ads Manager by logging into your ads account at, where you'll automatically be brought to the Ads Manager as your home screen. From there, you can customize your view to see relevant campaigns, creatives, and results.

Watch this video for an overview on how to navigate the Twitter Ads Manager:

Ads Manager features

Custom filters

Use campaign filters across the top of Ads Manager to easily find the campaigns, ad groups, and/or ads you want to evaluate. You can filter campaigns by:

  • Funding source
  • Objective
  • Status
  • Campaign name

Add as many filters as you want by clicking “Add filter”.

You can also save these filters to easily go back to any filtered view. Filter sets are unique to each advertiser.

Custom metrics

By default, you'll see all results, cost per result, and result rate - by objective. To see what's considered a result per objective, please click here. To view preset metrics by objective, click on the objective in the “Metrics: Summary” drop-down. 

You can also view a number of other metrics for your campaign by clicking on “Customize metrics”. Here, you can select or unselect any metric you wish.

It’s also possible to save your selection of metrics as a custom report. Save your preset by entering in a name for the selections and click “Save”. Custom reports allow you to go back to that metric set anytime for fast campaign analysis.

Campaign structure

We’ve added new levels to our campaign structure to give you more control.

You can see these levels in your Ads Manager tabs:

Campaign: A campaign corresponds to a single advertising objective, like followers. Think of your campaign as a bag of money and the dates correspond to when you want to spend that money.

Make quick edits to:

  • Campaign name
  • Campaign end date
  • Campaign daily budget
  • Campaign total budget

Note: bids are found at the ad group level. To view and make edits to bids, toggle to the ad groups tab.

Ad groups: Ad groups are how you want to spend your money. Here you can set budget, targeting and placement for each of your campaigns. One campaign can have many ad groups and an ad group can contain one or more Tweets.

Make quick edits to:

  • Ad group name
  • Ad group end date
  • Bid type
  • Bid amount

Reminder: bids are found at the ad group level. To view bid data, always toggle to the ad groups tab.

Ads: Tweets are located at the ads level. You can have multiple Promoted Ads in a single ad group. The system will auto-optimize to the best performing creative within an ad group.

You can view performance for each ad, filtered by creative type:

  • Tweets: Promoted Ads (including Video Ads)
  • Display creatives: Creative used on the Twitter Audience Platform
  • Amplify Pre-roll: Pre-roll video used in an Amplify Pre-roll campaign

Hover over the creative to preview. You can also play and pause creatives by clicking on the running/pause button.


How to select and view custom metrics

Custom metrics model

Our custom metrics model allows you to:

  1. Search metrics by name
  2. Use the categories to navigate through available metrics
  3. Add and remove metrics
  4. Change the order of the columns by dragging and dropping. Top to bottom in the model corresponds to left to right columns in the dashboard
  5. Save your custom metric set

Once you've saved a metric set, it'll be available in the metrics drop-down with your other presets.

You can share a view by clicking the “Share” button to the right of “Export”. This allows anyone with access to the account to see the view you created.

Campaign sorting and metric definitions
  • Click on the "▼" icon to sort a column
  • Hover over the "?" icon to see a definition of each metric
  • These tips are also available if you hover over a metric in the metrics customization model
    • Note: sorting is maxed at 2500 rows
Audience details

You can view audience breakdown by locations, keywords, handles, behaviors, gender, language, platform, and interests.

Click on the "Audience" tab to view audience details. To export data at the audience level, click on the “Export” button on this page.

Activity history

View what changes were made to your campaign or ad group, and see which optimizations were made and by whom.

Click into an individual campaign or ad group to see the history log.

Breakdown by day, placement, device, and creatives

See your results on Twitter vs. Twitter Audience Platform, Android vs. iPhone, or by creative.

Breakdown by placement: Navigate to "Breakdown: Placement" and click on "Placement" or "Placement + Daily". The dashboard will show a breakdown between Twitter and Twitter Audience Platform delivery for each level of the campaign structure: funding sources, campaigns, ad groups, and ads.

Breakdown by device: Navigate to "Breakdown" and select "Device". The dashboard will show a breakdown between devices (Android vs. iPhone) for each level of the campaign structure: funding sources, campaigns, ad groups, and ads.

Breakdown by creative: To view aggregated Tweet data across campaigns, select "Breakdown: Creative".

Remember to toggle to Tweets, pre-roll, or other display creatives depending on the type of media you want to view. You can add Tweet ID and Tweet media type as custom columns to enable easy filtering and sorting.

Customize charting

You can customize charts to visualize your key KPIs.

At the campaign, ad group, and ads levels, click on the drop-down at the top of the chart to select the metric you want to visualize. You can customize the list of metrics you see by adding them through the custom metrics model.


How to export your data

You can report on campaign lifetime data instead of hourly or daily breakouts for faster analysis:

  1. Use custom filters and metrics to create your dashboard view

  2. Click "Export" and navigate to "Export data"

  3. Select "Breakdown: None" to export exactly what you see in the dashboard

You cam also download audience metrics.

Please note: Data for website conversions by tag is only available via export. We recommended you use the universal website tag to view conversion data in the UI. Learn more about conversion tracking


Frequently asked questions

How do I start a campaign?

Navigate to the "Create campaign" drop-down in the top right of your Ads Manager, and select the type of campaign you want to create. Learn more about how to setup a campaign. Learn how to delete a campaign

Where can I find my invoice?

To find your Twitter Ads invoice, click on your profile name in the top-right corner. From the drop-down, select "Billing history". From there, you can view all of the invoices on your ads account.

More questions on billing? Check out our billing basics

How do I control spend using ad groups?

Controlling spend at the campaign and ad group levels:

Think of your campaign as the main source of power to deliver ads. If your campaign is off, your ad groups won’t be able to run (even if the ad groups are technically on).

If your campaign is on, your ad groups will. run.

How does this work in action?

You can save time optimizing budget by building out multiple ad groups within a campaign and setting budget at the campaign level. Twitter will auto-optimize to the best performing ad group within a campaign.

In the example below, Twitter would auto-optimize to the best performing ad group, while not spending more than $50 total per day or above $3,000 for the entire campaign.

I'm seeing a discrepancy in my Ads Manager

For a list of answers to common Ads Manager analytics questions, see our common analytics discrepancies page

Ready to get started?