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What data can I get from X Ads (Twitter Ads)?
What data can I get from X Ads (Twitter Ads)?

X dimensions and metrics in Funnel

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Written by Funnel
Updated over a week ago

Standard report aggregation

Reach & Frequency report aggregation

Dimensions

Metrics

How to create a custom dimension for Post URL

Standard report aggregation

Standard reports are aggregated per day on reporting level and, optionally, segment.

Report levels

  • Campaign

  • Campaign, Ad Group

  • Campaign, Ad Group, Promoted Post

  • Campaign, Ad Group, Media Creative

Segments

  • Platform

  • Location / Country

  • Location / Metro

  • Location / Region

  • Location / Postal Code

  • Audience

  • Keyword

  • Similar to followers of user

  • Age

  • Gender

Reach & Frequency report aggregation

Reach & Frequency reports are aggregated on the Campaign reporting level and a time window. This determines the number of days worth of data that will be included for a certain date in Funnel. For example, choosing 7 days means that the date 2020-11-07 includes data for 2020-11-01 to 2020-11-07.

Time windows

  • 1 Day

  • 7 Days

  • 30 Days

  • Month to Date

Dimensions

Each standard reporting level has has access to the following dimensions in addition to any dimensions from a preceding reporting level.

Campaign report

  • Campaign:
    The name of a campaign.

  • Campaign ID:
    The unique identifier of a campaign.

  • Ads Account ID:
    The x advertiser account ID for a campaign.

  • Placement:
    The place where a campaign can be displayed.

Ad group report

  • Ad Group:
    The name of an ad group.

  • Ad Group ID:
    The unique identifier of an ad group.

  • Bid Strategy:
    The bidding mechanism for an ad group. Was previously called 'Bid Type'.

  • Goal:
    The optimization setting an ad group.

  • Objective:
    The campaign objective for an ad group.

Promoted Post report

  • Ad Name:

    The Ad Name as displayed in X's UI.

    Derived from Post Name, or Card Name if Post Name is not populated.

  • Created At:
    The creation time of a post in UTC timezone.

  • Created At (ISO):
    The creation time of a post in UTC timezone and ISO-8601 format.

  • Card ID:
    The unique identifier of the card used in a post. Based on the Card URI.

  • Card Media URL:
    The URL for the media in a card.

  • Card Name:
    The name of the card used in a post.

  • Card Type:
    The type of the card used in a post.

  • Card Website URL:
    The website URL linked in the card.

  • Post ID:
    The unique identifier of a post.

  • Post Name:

    The name of the Post.

  • Post Text:
    The text of a post.

  • X User ID:
    The unique identifier of the user linked to a specific post.

  • Post Type*:
    The type of uploaded media of a post.

Media Creative report

  • Account Media ID

  • Media Key

  • Media URL

  • Landing URL

  • Vast URL

Reach & Frequency report

Reach & Frequency reports only have access to Campaign dimensions.

  • Campaign:
    The name of a campaign.

  • Campaign ID:
    The unique identifier of a campaign.

Metrics

Standard reporting metrics

Reach & Frequency metrics

Standard reporting metrics

In addition to the following standard Metrics, the Campaign, Ad Group and Promoted Post reports are able to display a limited set of web-attributed custom conversion fields.

  • App Clicks:
    Number of app install or app open attempts.

  • Billed Engagements:
    Total number of billed engagements.

  • CR Custom conversions:
    Custom conversions divided by Clicks.

  • CR Downloads:
    Downloads divided by Clicks.

  • CR Sign ups:
    Sign ups divided by Clicks.

  • Card Engagements:
    The total number of card engagements.

  • Carousel Swipes:
    The total number of carousel swipes.

  • Clicks:
    Total number of clicks, including favorites and other engagements.

  • Cost per custom conversion:
    Cost divided by Custom conversions.

  • Cost per download:
    Cost divided by Downloads.

  • Cost per purchase:
    Cost divided by Purchases.

  • Custom Conversions:
    Total number of custom conversions. The sum of post view, post engagement, and assisted custom conversions for both your website and mobile app.

  • Custom Order Quantity:
    The order quantity of the custom conversions, e.g. 1 unit.

  • Custom Order Quantity Engagement

  • Custom Order Quantity View

  • Custom Post Engagement:
    The count of when a user views an ad and completes a custom conversion within your chosen post view attribution window.

  • Custom Post View

  • Custom Sale Amount:
    The amount of sales from using a custom conversion tag.

  • Custom Sale Amount Engagement:
    The amount of sales resulting from engagements for a custom conversion tag.

  • Custom Sale Amount View:
    The amount of sales resulting from the purchase view conversion tag.

  • Downloads:
    The total amount of Downloads.

  • Downloads Order Quantity:
    The total amount of order quantities.

  • Downloads Order Quantity Engagement

  • Downloads Order Quantity View

  • Downloads Post Engagement

  • Downloads Post View

  • Downloads Sale Amount:
    The amount of sales from using a download conversion tag.

  • Downloads Sale Amount Engagement:
    The amount of sales resulting from engagements for a download conversion tag.

  • Downloads Sale Amount View:
    The amount of sales resulting from the download view conversion tag.

  • Engagements:
    The count of all clicks on a post, including reposts, replies, likes, poll votes, and hashtag clicks.

  • Follows:
    The total number of followers generated from a post, including earned.

  • Impressions:
    The total number of times an ad is shown to users, including earned.

  • Likes:
    The total number of people who liked an ad.

  • Link Clicks:
    Total clicks on the link or Website Card in an ad, including earned.

  • Media Engagements:
    Total clicks on your media, including videos, GIFs, and images.

  • Media Views:
    Total views (autoplay and click) of your media across videos, GIFs, and images.

  • Mobile conversion achievements unlocked*:
    Breakdown of mobile app conversions of type ACHIEVEMENT_UNLOCKED by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion add to carts*:
    Breakdown of mobile app conversions of type ADD_TO_CART by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion checkouts initiated*:
    Breakdown of mobile app conversions of type CHECKOUT_INITIATED by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion installs*:
    Breakdown of mobile app conversions of type INSTALL by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion levels achieved*:
    Breakdown of mobile app conversions of type LEVEL_ACHIEVED by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion updates*:
    Breakdown of mobile app conversions of type UPDATE by post_view, post_engagement, assisted, order_quantity, and sale_amount

  • Mobile conversion tutorials completed*:
    Breakdown of mobile app conversions of the type TUTORIALS_COMPLETE by post_view, post_engagement, assisted, order_quantity and sale amount.

  • Mobile conversion searches*:
    Breakdown of mobile app conversions of the type SEARCH by post_view, post_engagement, assisted, order_quantity and sale amount.

  • Mobile conversion content views*:
    Breakdown of mobile app conversions of the type CONTENT_VIEW by post_view, post_engagement, assisted, order_quantity and sale amount.

  • Mobile conversion sign-ups*:
    Breakdown of mobile app conversions of the type SIGN_UP by post_view, post_engagement, assisted, order_quantity and sale amount.

  • Mobile conversion purchases*:
    Breakdown of mobile app conversions of the type PURCHASE by post_view, post_engagement, assisted, order_quantity and sale amount.

    *several metrics prefixed with the same name.

  • Poll Card Vote:
    Total number of votes in a X poll.

  • Purchases:
    Total number of purchases. The sum of post view, post engagement, and assisted purchases for both your website and mobile app.

  • Purchases Order Quantity:
    The order quantity of the purchase, e.g. 1 unit.

  • Purchases Order Quantity Engagement

  • Purchases Order Quantity View

  • Purchases Post Engagement

  • Purchases Post View:
    The total count of Purchases Post View.

  • Purchases Sale Amount:
    The total sale amount of the purchase.

  • Purchases Sale Amount Engagement

  • Purchases Sale Amount View

  • Qualified Impressions:
    The total count of qualified impressions.

  • Replies:
    A count of how many times the Post has been replied to.

  • Repost:
    A count of how many times the Post has been Reposted.

  • Sign Ups:
    The total amount of Sign Ups. Sign Ups is now called 'Leads' in the X UI.

  • Sign Ups Order Quantity:
    The order quantity of Sign Ups, e.g. 1 unit.

  • Sign Ups Order Quantity Engagement

  • Sign Ups Order Quantity View

  • Sign Ups Post Engagement

  • Sign Ups Post View:
    The total count of Sign Up Post View.

  • Sign Ups Sale Amount:
    The total sale amount of the Sign Ups.

  • Sign Ups Sale Amount Engagement

  • Sign Ups Sale Amount View

  • Site Visits:
    The total number of site visits.

  • Site Visits Order Quantity:
    The order quantity of Site Visits, e.g. 1 unit.

  • Site Visits Order Quantity Engagement

  • Site Visits Order Quantity View

  • Site Visits Post Engagement

  • Site Visits Post View:
    The total count of Site Visits Post View.

  • Site Visits Sale Amount:
    The total sale amount of the Sale Visits.

  • Site Visits Sale Amount Engagement

  • Site Visits Sale Amount View

  • Spend

  • Posts Send

  • Video 3s 100pct Views:
    Total number of views where at least 3 seconds were played while 100% in view.

  • Video CTA Clicks:
    Total clicks on the call to action.

  • Video Content Starts:
    Total number of video playback starts.

  • Video Played 100%:
    Total number of views where at least 100% of the video was viewed.

  • Video Played 75%:
    Total number of views where at least 75% of the video was viewed.

  • Video Played 50%:
    Total number of views where at least 50% of the video was viewed.

  • Video Played 25%:
    Total number of views where at least 25% of the video was viewed.

  • Video Total Views:
    Total number of video views.

Reach & Frequency reporting metrics

  • Reach:
    The approximate reach according to X.

  • Average Frequency:
    The average frequency according to X.

How to create a custom dimension for Post URL:

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