Use the X Ads (Twitter) data source to learn how engaging your ad campaigns have been on X (Twitter). Compare this data to your other social media channel data to see how your campaigns perform in each channel.
Once you’ve connected to X Ads (Twitter), you’re ready to create your first query in Google Sheets, Looker Studio (formerly Data Studio), or Excel.
Try these queries
See the following use cases for examples of how to set up queries.
See cost per campaign
Explore your ad costs per campaign for the last week.
The "Cost" metric shows the ad spend in a given currency.
For best results in Looker Studio, use the table or bar chart type.
- Set the date range to Last week.
- Select the Cost metric.
- Select the Campaign dimension to split the query results by campaign.
The ad spend is given in the currency used by your X Ads (Twitter) data source. You can convert the currency to other currencies in Google Sheets and Looker Studio. Learn more about currency conversion.
See clicks and URL clicks
Look at how many people have clicked on the link in your ad in the past 28 days.
The "Clicks" metric shows the total clicks on links, hashtags, a Website Card, and other Tweet details in your ad, combined with likes and profile clicks.
The "URL clicks" metric shows the total clicks on the link or Website Card in your ad, including earned. This includes clicks you're not billed for.
For best results in Looker Studio, use the time series chart type.
- Set the date range to Last 28 days.
- Select the Clicks and URL clicks metrics.
- Select the Date dimension to split the query results by date.
See click-through rate
See how your campaigns are doing this month, and what percentage of people who saw your ad clicked on your link.
The "CTR" metric shows the total clicks on a link or a Website Card divided by total impressions, including earned.
For best results in Looker Studio, use the bar chart type.
- Set the date range to This month.
- Select the CTR metric.
- Select the Campaign dimension to split the query results by campaign.
See total audience reach
Check how many people your campaigns reached last month.
The "Total audience reach" metric shows the total number of people who have been reached by your campaigns.
For best results in Looker Studio, use the bar chart type.
- Set the date range to Last month.
- Select the Total audience reach metric.
- Select the Campaign dimension to split the query results by campaign.
See engagements, impressions, and engagement rate
Keep yourself updated on how your audience interacts with your ads.
The "Engagements" metric shows all clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks. This includes earned clicks that you're not billed for.
The "Impressions" metric shows the number of times your ad is shown to users, including earned.
The "Engagements rate (%)" metric shows the tweet engagements divided by impressions. This helps you understand the rate of engagement with your ad.
For best results in Looker Studio, use the table chart type.
- Set the date range to Last 28 days.
- Select the Engagements, Impressions, and Engagements rate (%) metrics.
- Select the Campaign dimension to split the query results by campaign.
Set up scheduled refreshes for your reports
You can set up scheduled refreshes for your reports created in Google Sheets and Excel. Follow the instructions on how to create and manage scheduled reports in Google Sheets and how to set up scheduled report triggers in Excel.
In Looker Studio, you can have a copy of your report emailed to you and important stakeholders at regular intervals.
More resources
See the Supermetrics blog for tips and tricks for X Ads (Twitter) data, and take a look at our ideas for social media marketing funnel.
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