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