Twitter Paid Performance Report
Sprout's Twitter Paid Performance Report shows paid campaign-level data from Twitter so you can analyze the success of your paid campaigns. The report contains three tabs: Overview, Ad Accounts and Campaigns.
This article contains the following sections:
Getting started
To configure the report:
- Set your Reporting Period at the top of the report.
- Click
to open the Ad Accounts & Campaigns dropdown.
- Click Select Campaigns. The Filter by Campaign popup appears.
- Select the Ad Accounts you want to view campaigns for. The Campaigns populate on the right-hand side of the popup.
- Select the campaigns you want to include in the report. You can also search for campaigns by name in the search bar.
- Click Load Campaigns. Your campaign data is loaded into the report for analysis.
Click Share at the top of the report to create a shareable link, download a CSV or PDF copy, send a PDF copy to a stakeholder or manage a scheduled delivery of the report.
Overview tab
From the Overview tab you can see a summary of your paid performance, impressions, engagements, web conversions, video views and a break down of key performance metrics.
Paid Performance Summary
This section summarizes performance for selected campaigns at a high level.
Total Spend: The total amount spent on selected campaigns. The number displayed reflects native currency.
Impressions: The total number of times ads from selected campaigns were viewed.
CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns.
Engagements: The total engagement driven by selected campaigns.
CPE: Cost Per Engagement. The average cost for a single engagement across selected campaigns.
Clicks: The total number of clicks driven by selected campaigns. Clicks include URL clicks, certain types of interactions with the ad container, links to desired destinations, links to expanded ad experiences and more.
CPC: Cost Per Click. The average cost for a single click across selected campaigns.
Web Conversions: The total number of conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution.
CPCon: Cost Per Conversion. The average cost for a single conversion across selected campaigns.
Paid Impressions
This section visualizes trends data for campaign impressions and spend over time.
Total Impressions: The total number of times ads from the selected campaigns were viewed.
CPM: Cost Per 1000 Impressions. The average cost per 1000 impressions across selected campaigns.
Average Daily Impressions: The average number of times your ads were displayed to users each day.
Paid Engagement
This section visualizes trends data for both campaign engagement and spend over time.
Total Engagements: The total engagement driven by selected campaigns.
Likes: The total number of likes driven by selected campaigns.
Shares: The total number of shares driven by selected campaigns.
Comments: The total number of comments driven by selected campaigns.
Link Clicks: The count of link clicks taking the user to the creative landing page driven by selected campaigns.
Other: The total number of other engagements driven by the campaigns in the selected breakdown; this roll-up metric encompasses engagements outside the likes, comments, shares and link clicks.
CPE: Cost Per Engagement. The average cost for a single engagement across selected campaigns.
Engagement Rate (per Impression): The number of times users engaged with your campaigns as a percentage of impressions. This indicates how engaged people are with your brand.
Average Daily Engagements: The average number of engagements each day calculated for selected campaigns.
The first text callout in the Overview appears under the Engagement chart. This callout presents the most engaging campaign among the ones you selected. If only one campaign is selected, the number of impressions per engagement appears.
Paid Web Conversions
This section visualizes trends data for conversions and spend over time.
Total Web Conversions: The total number of conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution.
CPCon: The average cost for a single conversion across selected campaigns.
Conversion Rate: The percentage of conversions achieved per click.
Average Daily Web Conversions: The average number of Web Conversions each day.
Paid Video Views
This section helps you visualize trends for both video views and spend over time.
Total Video Views: The total number of times a video was viewed, driven by selected campaigns.
CPV: Cost Per View. The average cost for a single video view across selected campaigns.
Average Daily Video Views: The calculated average number of Video Views each day for selected campaigns.
Paid Channel Breakdown
This section shows a channel by channel breakout of paid performance for the selected campaigns.
Ad Accounts tab
The Ad Accounts tab provides the performance of your Ad Accounts during the reporting period you selected.
Campaigns tab
This view shows you a table with campaigns broken out by channel. You can sort by KPI, by clicking at the top of most columns, to quickly find the best performing campaigns.
If a promoted post isn’t added to a campaign, it appears in this view as its own campaign and can be evaluated.
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