This data is not the same as X Analytics data. To see the data that Funnel gets, log in to ads.twitter.com.
Access issues on X data sources
X has user accounts (handles) and ad accounts. You log in with a user account. You manage campaigns on an ad account. Ad accounts support multi-user access with permissions. In Funnel, credentials are X user accounts. Data sources are X ad accounts.
Make sure the data source is fully set up
The X ad account must be fully set up on ads.twitter.com. An X analytics account on analytics.twitter.com is not an X ad account.
Complete steps 1 through 6 in the Create your X Ads account section of the Ads account creation article. Include billing information.
Verify credential permissions
To download data for all X Ads report types in Funnel, set the correct permissions on your credentials. Check these items:
User account role:
Give the X user account Ad manager or Account administrator access on the X ad account. Funnel uses that ad account as the data source.Who can edit permissions:
Only an Account administrator can grant, view or edit permissions. Follow the Setting up multi-user login steps on X's Multi-user login FAQs page.
Metric sums across reporting levels
Metric totals can change when you select a reporting level at connect. The reporting levels are Campaign, Ad group and Promoted post.
Campaign and Ad group level
These levels include all ads categories. The categories include Posts, Display creatives, In-stream videos and Others. Metric totals at these two levels match each other.Promoted post level
This level includes only Posts in X Ads Manager. Totals at this level can be lower than Campaign totals.
Segmented data consistency
Segmented data does not always match non-segmented data. X says this is expected. See how X derives this information.
Campaign IDs do not match between X and Funnel
X Ads Manager shows campaign IDs in base 10. Funnel shows campaign IDs in base 36. This matches the X Ads API. See the X campaign management overview. To join base 10 and base 36 columns in Excel, Sheets or Calc, use the BASE formula. Convert base 10 to base 36.
Missing post names
For boosted originals, Ads Manager shows Card name as Ad name when Post name is empty. Funnel derives Ad name the same way. Funnel uses Post name if it is set. If Post name is empty, Funnel uses Card name.
If both Post name and Card name are empty, Funnel uses Promoted post plus Post ID. This matches Ads Manager for boosted originals. Native retweets use a different rule when both names are empty. See the note below.
A post can have no Post name for these reasons:
The post was created before December 2021.
The post was created without a Post name.
The post is a repost (native retweet).
The original post or card belongs to another ads account.
Note: Promoted reposts (RTs)
Named native retweets still use Post name or Card name. Funnel treats a post as a native retweet when Post text starts with RT @. When both names are empty, Ads Manager uses the original post ID (Promoted post {original id}). Funnel only receives the retweet's Post ID. Funnel labels these unnamed retweets Promoted post RT {Post ID}. This label is not the Ads Manager ID. Metrics are complete. The string does not match an Ads Manager export on Ad name. Also break the data on Promoted post ID.
Mismatching video metrics
These metrics depend on the campaign objective:
Video 6s views
Video Content Starts
Video CTA Clicks
Video played 100%
Video played 75%
Video played 50%
Video played 25%
Video views
If the campaign objective is Video views, these metrics match Promoted Video views in the X Ads reporting dashboard.
If the campaign objective is Pre-roll views, these metrics match Pre-roll views in the X Ads dashboard. The X Ads API cannot return both Pre-roll and Promoted Video values for Pre-roll objective campaigns.
You can create custom metrics in Funnel that split the data by objective in the same way as X.
Data absent in Funnel
Absent data in Media creative reports
A Media creative is not an image, GIF or video. The Media creative report has data for ad groups on the X Audience Platform (TAP) only.
TAP is a network that shows ads off X on devices that MoPub serves. Read more about the X Audience Platform (TAP).
If Funnel shows no data, you may not have ad groups on TAP. Connect a Promoted post report instead.
Absent custom conversion fields
The X Ads API returns custom conversion fields for web-attributed events only. The API does not return these fields for mobile or app events.
The Media creative report cannot show web custom conversions.
The Campaign, Ad group and Promoted post reports can show web custom conversion metrics only for these event types:
Custom
Download
Purchase
Sign Up
Site Visit
Absent mobile conversions data
Mobile conversion stats are available only for advertiser accounts that have MACT. Read more about MACT.