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Twitter Ads Glossary

Ads editor 

A tool tailored for larger advertisers who want to manage and optimize many campaigns at scale. Find out more about ads editor.

Attribution models

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 touch points and less to the touch points in the middle of the funnel.

Conversion tracking for websites

Conversion tracking for websites enables you to tracking the actions a user takes after viewing or engaging with your ads on Twitter. Find out more about how to set up conversion tracking.

Clickthrough rate (CTR)

Total engagements on an ad divided by impressions.


Effective cost per engagement (eCPE) accounts for additional engagements tied to your Promoted Tweet campaign that you aren’t billed for. Find out more about eCPE.

Follow rate

The number of users who start following your promoted account compared to the number of impressions.

Frequency capping

Limits the number of times a user will see the same component of a promoted campaign. We use frequency capping in Promoted Tweets in timeline. See "user fatigue" for more information. This feature is not supported for self-serve ads accounts.

IAB category

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

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. Find out more about how to set your budget.


Including the @ sign followed directly by their username is called a “mention”. Mentions also refers to Tweets in which your username was included. Find out more .

Promoted video

Promoted videos are videos within Promoted Tweets that are paid for by our advertisers. These appear in your Home timeline, at the top of search results on Twitter, and elsewhere on the platform, and are clearly marked as "Promoted”.

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.


General: 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 hours. All other cases will not be attributed to an "unfollow" in campaign analytics.

Ads Manager

A central workspace to plan, manage, and report on campaigns that allows you to easily view and optimize performance at multiple levels. You will automatically be brought to the ads manager as your home screen when you log in at Find out more .


How much you're willing to pay for a certain campaign engagement on Twitter Ads. More on bid here


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. 

Cost per:

  • Acquisition (CPA): Total campaign spend divided by the number of new customer acquisitions.
  • Click (CPC): Total campaign spend divided by total number of clicks.
  • Install (CPI): Total campaign spend divided by the number of app installs.
  • Follow (CPF): Total campaign spend divided by number of new followers.

Daily maximum

The maximum amount of money you will spend in a day on a promoted campaign. Find out more about how to set your budget.


Engagement quantifies how much user interaction there is with your campaign.

  • 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’re only charged when a user actually follows you. See Follow Rate or CPF.

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

Home timeline

Your home timeline displays a stream of Tweets from accounts you have chosen to follow on Twitter. Find out more about your timeline.


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.


Not promoted. An example of an "organic Tweet" is one created on and is not promoted. 


A Tweet in response to another user’s message, usually posted by clicking the reply button next to their Tweet in your timeline. A reply always begins with @username. Find out more about replies and mentions.

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 "serving" or gaining serve. 

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.

Attribution window

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



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 about budgets.


When a user either clicks directly on a promoted campaign or component of a promoted campaign. We track this metric for all campaigns because 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 WTF panel does not record a click.

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

Direct response (DR)

Type of marketing designed to generate immediate actions from consumers. For example, this could include clicks, site traffic, or purchases. Each of these actions can be measured and attributed to an individual ad or advertising campaign.


To follow someone on Twitter means to subscribe to their Tweets or updates on the site. Find out more about following.


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

Integrated search

A box on your Twitter homepage that allows you to search all public Tweets for keywords, usernames, hashtags or subject. Searches can also be performed at

IO (Insertion Order)

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



Moments are curated stories showcasing the very best of what’s happening on Twitter. More on them here.


(noun) A Tweet by another user, forwarded to you by someone you follow. Often used to spread news or share valuable findings on Twitter.

(verb) To Retweet, Retweeting, Retweeted. The act of forwarding another user’s Tweet to all of your followers. 


Targeting is the criteria that you choose for your campaigns to get your ads in front of the right audience. Find out more about the available targeting features for Twitter Ads.

Who to follow

Featured in the details pane that recommends new accounts to follow based on who you are already following. Find out more about who to follow.

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

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