Twitter Ads Glossary

Familiarize yourself with the most common terms and concepts used on the Twitter Ads platform. Have more questions?

 
Account home

Part of "Analytics". Account home offers a high-level summary of your activity and highlights across the past month. The number of Tweet impressions, profile visits, new followers, and mentions are displayed here, along with how those numbers compare to the previous month. Your top-performing Tweets and your top followers will also be shown. 

Ads editor 

A tool tailored for larger advertisers who want to manage and optimize many campaigns at scale. Learn more.

Ads Manager

A central workspace to plan, manage, and report on campaigns. You can easily view and optimize performance at multiple levels. Here, you can customize charting and metrics, see activity history on your campaigns, receive audience details, and more. 

You will automatically be brought to the ads manager as your home screen when you log in at ads.twitter.com. Learn more.

Analytics

Data gathered from your ads, campaigns, and organic Tweets available at analytics.twitter.com. See "Account home", "Campaign dashboard", and "Tweet Activity Dashboard" for more details.

App installs campaign

App installs campaigns get new people to download your app, using App Card formats (see more under "Card"). You only pay for app installs or app clicks, not any organic app activity from logged-in users.

App re-engagements campaign

App re-engagement campaigns get returning users to open or update your app, using App Card formats (see more details under "Card"). You only pay for app link clicks, not any organic app activity from logged-in users.

Attribution window 

Refers to the maximum length of time between click and conversion that you use to calculate return on ad spend.

Attribution manager 

First-click: assigns 100% of the conversion value to the click that initiates a conversion path.

Last-click: assigns 100% of the conversion value to the final click immediately preceding a sale or conversion event.

Multi-channel attribution:  Weighted model that gives the most credit to clicks closest to conversion or to the first and last touchpoints and less to the touchpoints in the middle of the funnel.

Awareness campaign

Awareness campaigns put your Tweets in front of as many people as possible. You only pay for every thousand impressions (CPM), not any interactions with the Tweet (likes, Retweets, detail expands, etc).

 
Bid

How much you're willing to pay for a certain campaign engagement on Twitter Ads. Learn more

Budget

In your Twitter Ads campaign, you can set both "total budget" and "daily maximum". We will not exceed this amount during your campaign. Learn more.

 
Card 

A Card is a specialized Tweet format, built to showcase a type of media. The card manager in your Twitter Ads account allows you to set up and build cards, which you then make into Tweets and promote in campaigns. Cards can also be used organically by copying the card URL from the preview modal in ads.twitter.com.

  • Website Cards: Drives directly to a specific inputted URL and works especially great for website clicks and conversions campaigns (but is not limited to that use case). Can host an image or video, headline, and CTA.
  • App Cards: Drives to the app store page for a specific app download of your choice. This can either be on the Android platform, iPhone / iPad platform, or iPad only platform. App Cards work great for app installs or app re-engagement campaigns, but are not limited to those use cases. Can host an image or video, geographical region, and CTA.
  • Conversational Cards: Drives to spread your message and start conversations. These appear as Promoted Tweets with compelling images or videos that include CTA buttons with customizable hashtags. Currently not available for self-serve advertisers; learn more
  • Direct Message (DM) Cards: Drives to your brand's chatbot. Can host an image or video with customizable CTA buttons. Requires API integration; learn more.
  • Follower Cards: Drives users to follow your Twitter account by showcasing your bio, images, and handle. These are auto-generated for Follower campaigns and cannot be created organically. 
Campaign dashboard 

Part of "Analytics". The campaign dashboard shows you everything you need to know about how your paid ads are performing. Your impressions, results, engagement rate, and cost-per-result are displayed here. The results will be directly based on what type of campaign objective you selected.

Clicks

When a user clicks directly on a Promoted campaign or component of a Promoted campaign. We track this metric for all campaigns as it plays a significant role in the campaign’s resonance score.

  • Promoted Accounts (followers campaign): the number of clicks on a Promoted Account username or avatar. A click on the follow link or the hide link on the "Who to follow" panel does not record a click.

  • Promoted Tweets: the number of clicks on a Promoted Tweet. Includes clicks on the URL (shortened or regular links), profile pic, screen name, username, detail, hashtags, and likes.
Click-through rate (CTR)

Total engagements on an ad divided by impressions.

Conversion tracking
  • Conversion tracking for websites enables you to track the actions a user takes after viewing or engaging with your ads on Twitter. Learn how to set it up.
  • Conversion tracking for mobile apps (MACT) allows you to track conversions down to the app install or re-open level after users view or engage with your ads, but requires third-party partner integration. Learn more
Cost per result: 
  • Acquisition (CPA): total campaign spend divided by the number of new customer acquisitions.
  • Click (CPC): total campaign spend divided by the total number of clicks.
  • Engagement (CPE): total campaign spend divided by the number of engagements (including likes, Retweets, and replies).
  • Install (CPI): total campaign spend divided by the number of app installs.
  • Follow (CPF): total campaign spend divided by the number of new followers.

 

 
Daily maximum

The maximum amount of money you allocate to spend in a day on a Promoted campaign. Learn more about budgets.

Direct response (DR)

A type of marketing designed to generate immediate actions from consumers. This can include clicks, site visits, or purchases. Each of these actions can be measured and attributed to an individual ad or advertising campaign.

 
Engagements

Engagement quantifies how much user interaction there is with your campaign. Engagements include all clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks — and earned clicks you're not billed for.

  • Promoted Accounts (followers campaign): Instead of engagement, we measure follow rate, or the number of follows on a Promoted Account compared to number of impressions. Clicks will still factor into the resonance score, but you'll only be charged when a user actually follows you. Also see follow rate or CPF.

  • Promoted Tweets: the number of clicks, Retweets, likes, follows,  and replies on a Promoted Tweet.
 
Follow

To follow someone on Twitter means to subscribe to their Tweets or updates on the site. Learn more.

Follow rate

The number of users who start following your Promoted Account, compared to the number of impressions.

Followers campaign

Followers campaigns grow an engaged audience, through Promoted Accounts. You only pay for new followers who converted through your ads. 

 
 
Hashtags (#)

The # symbol was created organically by Twitter users and is used to mark keywords or topics in Tweets. Learn more.

Home timeline

Your home timeline displays a stream of Tweets from accounts you have chosen to follow on Twitter. Learn more.

 
IAB category

An IAB category selection is required to run website clicks or conversions campaigns. This is used by our supply partners within the Twitter Audience Platform (TAP) to determine which ads will show on their sites. This does not affect targeting. Choosing multiple categories will limit scale.

Impressions

The number of users who see a Promoted campaign. We only count impressions on promoted content, so any impressions generated organically are not counted.

  • Promoted Accounts (followers campaign): the number of users who see your Promoted Account.

  • Promoted Tweets: the number of users who see a Promoted Tweet either in their home timeline or search results.

Insertion order (IO)

If you have a Twitter Account Manager, you’ll need to fill out this document before you can set up your campaigns. The budget listed on your IO will likely be different than the amount you select for each or all of your individual campaigns. To adjust, add value to, or launch a new IO, click here

In-stream video views campaigns

In-stream videos are advertisements played at the beginning of a video from one of our 200+ content partners. Your video will have an "Ad by your handle" message while it is playing, and a "Tap to skip" button will appear after six (6) seconds. Also called pre-roll. Learn more.

 
 
 
 
Maximum bid

The highest amount of money you will pay per engagement. You will never be charged more than your maximum bid and you usually pay less. Learn more about budgets.

Moments

Moments are curated stories showcasing the very best of what’s happening on Twitter. Learn more.

Mentions

Including the "@" sign followed directly by their username is a mention. Mentions also refers to Tweets in which your username was included. Learn more.

Multi-user login

Multi-user login allows you to grant access to other users for your Twitter Ads account, helping you manage campaigns effectively and securely. You can grant different levels of permissions to multiple users, who will be able to then access your Twitter Ads account while logged into their own personal handle. Learn more.

 
 
Organic

Not promoted. An example of an organic Tweet is one created on twitter.com and is not promoted. Organic also refers to impressions and engagements that were not garnered through paid media efforts (i.e., people finding your content and following on their own).

 
Pinned Tweet

You can pin a Tweet to the top of your profile to keep it above the flow of time-ordered Tweets. We recommend refreshing this every quarter and representing what you want your audience to focus on. 

Profile

Your profile displays information you choose to share publicly. The fields are editable at any time, from here. This includes your bio, website, header and profile photos, name, and more.

Promoted Accounts

Promoted Accounts suggest Twitter accounts that people don't currently follow and may find interesting. They help introduce an wider variety of accounts people may enjoy. Promoted Accounts are the result of creating a Followers campaign

Promoted Trends

A Promoted Trend is a 24-hour high-impact takeover of the Trends list on Twitter — where people go to see what’s happening in real-time. Learn more.

Promoted Tweets

Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or spark engagement from their existing followers. Learn more.

Promoted-only Tweets

Promoted-only Tweets are only shown to users targeted in your ad campaigns. Unless specifically targeted, they do not show up on your followers' timelines and are not visible in search results. Learn more.

Promoted Video

Promoted Video are videos within Promoted Tweets that are paid for by advertisers. Learn more.

All Promoted content can appear in your home timeline, at the top of search results on Twitter, and elsewhere on the platform — and are clearly marked as "Promoted”.

 
 
Reply

A Tweet in response to another Tweet, usually posted by clicking the reply button next to their Tweet in your timeline. A reply always begins with @username. Learn more.

Retweet

A Tweet by another user, forwarded to you by someone you follow. Often used to spread news or share valuable findings on Twitter. You can also Retweet any Tweet to add to your own stream and share with your followers.

Retweet with comment

You have the option to add your own comments, photos, or a GIF before Retweeting someone's Tweet to your followers. Please note these are not promotable via ads by default. 

 
Search results

A real-time list of Tweets containing the search term entered in the search box. Promoted Tweets with the highest bid and resonance score for that particular search term will appear at the top of the search results.

Serving / serve

When you launch a Twitter Ads campaign, your ads will appear to users on their home timeline as "impressions". A campaign that is gaining impressions is known as "serving" or "gaining serve". 

 
Targeting

Targeting is the criteria that you choose for your campaigns to get your ads in front of the right audience. You can target your audience by the following features:

  • Demographic targeting: age range, gender, language, geo-location, device
  • Keyword targeting
  • Follower and follower look-alike targeting
  • Interest targeting — choose from 350+ pre-set interests across 25+ categories
  • Movies and TV show targeting
  • Event targeting
  • Conversation targeting — choose from 25+ categories and 10,000+ topics
  • Tweet engager targeting, a unique re-targeting capability that displays your ad(s) to people who have already seen or previously engaged with your past Tweets

Find a full list of targeting criteria here.

Thread

A series of connected Tweets from one person. You can provide additional context, an update, or an extended point by connecting multiple Tweets together.

Tweet engagements campaign

Tweet engagements campaigns start conversations and attract more engagement to your Promoted Tweets. You only pay for initial engagements (replies, likes, Retweets, and Retweets with comment), not any organic engagements that follow.

Twitter Lists

You can create a group list of other Twitter accounts by topic or interest (e.g., a list of friends, coworkers, celebrities, athletes). Twitter lists also contain a timeline of Tweets from the specific accounts that were added to the list, offering you a way to follow individual accounts as a group on Twitter.

Twitter Polls

Twitter Polls allow you to post a question with pre-set answers and allow your audience and followers to weigh in. You can easily create your own poll and see the results instantly.

Tweetdeck

Available on tweetdeck.com or Mac app store, Tweetdeck offers a more convenient Twitter experience with managing multiple Twitter accounts, scheduling Tweets for posting in the future, and more.

  • Collections on TweetDeck allow you to organize Tweets according to topics, events, interests, conversations, and more, all in real-time. Add your collections as columns, and Tweet the URL to share it with others. Similar to "Twitter Lists". Learn more.
  • Teams on TweetDeck allows multiple people to share a Twitter account without having to share the password. Similar to "multi-user login". Learn more
Tweet Activity Dashboard

Part of "Analytics". The Tweet Activity Dashboard displays impressions and engagements on all of your organic and Promoted Tweets, as well as charts that outline month-to-month performance. You can see the performance of a single Tweet by clicking on it, which breaks down the metrics by Retweets, likes, replies, and more. 

 
Unfollow

To stop following another Twitter user. Their Tweets will no longer show up in your home timeline.

Promoted Accounts (follower campaigns): when a user sees a Promoted Account, follows the account, and then directly unfollows it within four (4) hours. All other cases will not be attributed to an "unfollow" in campaign analytics.

User fatigue

This occurs when a user sees the same component of a promoted campaign repeatedly over a short time period. We consider user fatigue when serving Twitter Ads in order to prevent a disruptive experience.

 
Verified accounts

A verified Twitter account receives a blue check icon to indicate that the creator of these Tweets is a legitimate source. Verified accounts include public figures and businesses.

Video views campaign

Video views campaigns get a larger audience to see your video. You only pay for the number of views on your Promoted Videos, not organic videos or any click-throughs. See more details under "Promoted Video" and "In-Stream Video Ads".

 
Website clicks and conversions campaign

Website clicks and conversions campaigns drive traffic to your site, using Website Card formats (see more details under "Card"). You only pay for the number of link clicks on your ad(s). This campaign objective was previously known as the website clicks and conversions campaign objective.

Who to follow

Featured in the details pane that recommends new accounts to follow based on who you are already following. This is also where Promoted Account ads show up predominately in. Learn more.

 
 
 

Didn't find what you're looking for? Check out our general Twitter Glossary here

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