General info

Funnel fetches data from Twitter Ads API. This is not the same data that is found on Twitter Analytics. To see the data Funnel fetches from Twitter log on to

Why is my Twitter data not consistent in Funnel?

Metric sums are not consistent across dimension levels

A common misunderstanding is that metric sums are unaffected by which dimension level (Campaign, Ad Group or Promoted Tweet) is selected at connect. Metric sums on Campaign and Ad Group level will be consistent with each other. Selecting Promoted Tweet dimension level however may lead to metric sums short of those on Campaign level. This is because the Promoted Tweet level only represents the Tweets under the Ads category in the Twitter Ads Manager. On Campaign and Ad Group level, data from all Ads categories are included (Tweets, Display creatives, In-stream videos and Other).

Segmented data is not consistent with non-segmented data    

It can be confusing to see that segmented data will not be 100% consistent with non-segmented data. This is however expected behavior according to Twitter due to how they derive the information. 

Campaign ID's do not match between Twitter and Funnel

The Twitter UI shows the campaign ids in base-10. In Funnel these are displayed as base-36. This is consistent with the response we get from Twitter's API, as shown in their documentation here. For joins between base-10 and base-36 columns in Excel/Sheets/Calc, you can use the BASE formula, to convert base-10 into base-36.

A note regarding video metrics

The Video Total Views column in Funnel behaves just like the Result column in the Twitter Ads UI. The content of the column is based on the objective of the tweet.

This means that:

  • For the objective VIDEO_VIEWS_PREROLL, the column Video Total Views shows what Twitter refers to as In-stream video ad views.

  • For the objective VIDEO_VIEWS, the column Video Total Views shows what Twitter refers to as Video views.

In addition, unlike Funnel, Twitter's UI breaks down other video metrics depending on the objective of the tweet.

For example:

  • For the objective VIDEO_VIEWS_PREROLL, the column Video 3s 100pct views shows what Twitter refers to as 3s/100% in-stream video ad views.

  • For the objective VIDEO_VIEWS, the column Video 3s 100pct views shows what Twitter refers to as 3s/100% video views.

The same applies to Video played 25pct, Video played 50pct, and Video played 75pct; which are populated with the contents of either In-stream video ad played or Video played in Twitter.

If desired, it is possible to create custom metrics in Funnel that performs the same breakdown based on objective as Twitter.

No data in the "Media Creative" report

A "Media Creative" is not to be confused with creatives such as images, gifs, videos etc.

The "Media Creative" report only contains data for Ad Groups across the Twitter Audience Platform. The Twitter Audience Platform (TAP) is a network where advertisers can expand the reach of their campaigns beyond Twitter through devices served by MoPub.
Read more about the The Twitter Audience Platform (TAP) here.

If you don't see any data in Funnel, the cause is most likely that you don't have any Ad Groups across the Twitter Audience Platform, and therefore no "Media Creatives" to fetch data for. Try to connect a "Promoted Tweet" report instead.

Mobile Conversions

Mobile conversion stats are available only to advertiser accounts enabled for MACT.
Read more about MACT here.

Account levels and permissions on Twitter

If you experience issues when connecting an account to Funnel, or get messages about lack of permissions reading data, please continue reading. 

Each user that has access to an Ads Account will have a specific account-level permission: Account administrator, Ad manager, Campaign analyst, Organic analyst, and Creative Manager. For the most common use-cases, Campaign Analyst level will suffice. You can read more about the levels here to find out what access level you need to have to get the correct permissions.

If your Twitter connection has stopped working and doesn't download data into Funnel, it could be because Funnel doesn't have access to your twitter account. To check if this is the case, please follow these steps: 

  1. Log into your account on, then click "More" (3 dots logo).

  2. Click "Settings and Privacy".

  3. Click "Account", then under "Data and Permissions", click "Apps and Sessions".

  4. Is there a app there? Good, we have access.

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