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Home > English > Social > Twitter > How To Articles: Twitter > A Guide to Twitter Metrics

A Guide to Twitter Metrics

Introduction

In this article, we'll define some of the general metrics for Twitter accounts in Marin Social

Note that as of Twitter Ads version 1.0, from June 2016 onwards, the way Twitter metrics will be displayed and managed in the Platform has changed. Previously, Twitter provided a separate metric for each placement location (Promoted Tweets in Search, Promoted Tweets in Timelines, Promoted Tweets in Profiles & Tweet Details, Twitter Audience Platform). From mid-2016, Twitter has returned to uniformed metrics that are not broken down by placement. This change was designed to provide uniformity across the ads API and the Twitter Ads Manager.

Below we'll provide a list of current Twitter metrics, as well as those that were deprecated as part of this update. 

How has functionality changed?

Previous to June 2016, users were able to select these metrics broken down by Twitter placements from the Build Dashboard as well as in the main KPI section. In order to stay up-to-date with Twitter's functionality, Marin Social now supports all of the available metric options that provided by Twitter, with some having been deprecated. Please see below for more details. 

Available Twitter metrics

The tables below list the currently available Twitter metrics, broken down by metric type:

Engagements  

Label

Help Text

Follows

Total number of follows

Clicks

Total number of clicks, including favorites and other engagements.

Replies

Total number of replies

URL Clicks

Number of clicks on linked URLs

Retweets

Total number of retweets

Likes

Total number of likes

Card Engagements

Total number of card engagements

Video Views

Total number of video views

Twitter Conversions

Label

Help Text

Site Visits

Number of conversions of type SITE_VISIT

Purchases

Number of conversions of type PURCHASE

Downloads

Number of conversions of type DOWNLOAD

Sign Ups

Number of conversions of type SIGN_UP

Conversion Custom

Number of conversions of type CUSTOM

Mobile App Installs

Breakdown of mobile conversions of type INSTALL by by post_view, post_engagement, and assisted

Mobile Logins

Breakdown of mobile conversions of type LOGIN by post_view, post_engagement, and assisted

Mobile Re Engages

Breakdown of mobile conversions of type RE_ENGAGE by post_view, post_engagement, and assisted

Mobile Sign Ups

Breakdown of mobile conversions of type SIGN_UP by post_view, post_engagement, and assisted

Mobile Purchases

Breakdown of mobile conversions of type PURCHASES by post_view, post_engagement, and assisted

Mobile App Clicks

Number of app install or app open attempts

Deprecated Twitter metrics

As of June 2016, the following metrics are no longer supported by either Marin Social or Twitter. 

Note: When officially transitioning to the v1.0 Twitter metrics, historical data for the deprecated metrics will continue to show in the merged metric column, just as it does on Twitter.
 

Label

Notes

Profile Visit

Completely Deprecated

Clicks - search

Merged with Clicks metric

Clicks - timeline

Merged with Clicks metric

Follow - search

Merged with Follows metric

Replies - search

Merged with Replies metric

URL clicks - timeline

Merged with URL Clicks metric

URL clicks - search

Merged with URL Clicks metric

Retweets - search

Merged with Retweets metric

Follow - timeline

Merged with Follows metric

Replies - timeline

Merged with Replies metric

Retweets - timeline

Merged with Retweets metric

Favorites - timeline

Merged with Likes metric

Favorites - search

Merged with Likes metric

App Install Attempts

Merged with Mobile App Clicks metric

App Open Attempts

Merged with Mobile App Clicks metric

Search Card Engagements

Merged with Card Engagements metric

Timeline Card Engagements

Merged with Card Engagements metric

KPI changes

Deprecated metrics will no longer be available for selection in the main KPI section of the media plan. Here is a list of available KPIs by Twitter objective:
 

Objective

Available KPIs

Selected KPIs

Followers

Follows

Follows

Tweet Engagements

Follow, Replies, URL Clicks, Retweets, Likes, Video View, Clicks

Follow, Replies, URL Clicks, Retweets, Likes, Video View, Clicks

Video View

Video View

Video View

App Engagements

Mobile Re Engages, Mobile App Clicks, Mobile Logins, Mobile Sign Ups, Mobile Purchases, Card Engagements

Mobile Re Engages

App Installs

Mobile App installs, Mobile App Clicks

Mobile App Installs

Website Clicks

URL Clicks

URL Clicks

Website Conversions

Conversion Custom, Site Visits, Purchases

 

 

 

 

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