General info

Twitter Organic data in Funnel is fetched from the Twitter Ads API. Since the data is organic, it is not displayed in Twitter Ads manager. Organic data for tweets can be found on the Tweet Activity page. To view the Tweet Activity page, log on to analytics.twitter.com and navigate to Tweets

The Tweet Activity page contains a dashboard, Tweet Lists and .CSV export functionality. Comparing these can be tricky since they report on three different sets of metrics, read more here. To view data for organic tweets, click on the Tweets tab below the dashboard.

Why doesn't my Twitter Analytics and Funnel data match?

Tweet Activity Dashboard data does not match data in Funnel

Twitter data in Funnel is not expected to fully match the data seen in the Tweet Activity Dashboard.

This is because Funnel fetches data from the Twitter Ads API, which reflects the data in Twitter Ads manager. Since the data in the Tweet Activity Dashboard is not the same as the data in the Twitter Ads manager, the Tweet Activity Dashboard and Funnel data will differ. 

Although the data is not expected to roll up 100%, the data in Funnel should be in the same order of magnitude when compared to the Tweet Activity dashboard.

Tweet Activity data in Tweet Lists does not match data in Funnel

The data for a tweet on the Tweet Activity Dashboard are lifetime values while the tweet data in Funnel has a per-day granularity. This means that in order to compare tweet data from the Tweet Activity Dashboard with the tweet data in Funnel, the date range in Funnel data explorer has to be set to the lifetime of the tweet, i.e. from the day of the tweet or earlier, to today's date.

The data explorer in Funnel will then sum the values for the selected metrics which now can be compared to the lifetime values of a Tweet in Tweet Lists.

Note that If a tweet is promoted it can still have organic data. The organic part of a promoted tweet's data is then available through the Twitter Organic connector, while the other part is available through the Twitter connector.

Link Clicks in Twitter Analytics does not match Link Clicks in Funnel

For Twitter Organic, Link Clicks in Funnel represents Link Clicks in the Twitter Ads API. Link Clicks in the Twitter Analytics UI however, does not correspond to Link Clicks in the Twitter Ads API.

Link Clicks in the Twitter Analytics UI is instead represented by App Clicks in the Twitter Ads API. This conversely means Link Clicks in the Twitter Analytics UI is represented by App Clicks in Funnel.


The common metric Clicks in Funnel will always represent Link Clicks from the Twitter Analytics UI. 

Inconsistent metrics

All Tweet Activity metrics for a Tweet in Tweet Lists are not present in Funnel

Funnel fetches organic Twitter data from the Twitter Ads API, where the available metric groups for organic data are the engagement and video metric groups.

All of the metrics in these groups are not displayed in the Tweet Activity Dashboard. Similarly, all of the metrics in the Tweet Activity Dashboard are not available through the Ads API. 

The metrics that both Twitter Ads API and Tweet Activity Dashboard have in common and which can be found in Funnel, are the following: Impressions, Engagements, Retweets, Likes, Replies. 

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