Use the X Ads (Twitter) data source connector 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 across channels.
Before you begin
Before you build reports, you need to connect the data source to Supermetrics.
Connection instructions: See our X Ads (Twitter) connection guide.
Available metrics and dimensions: Find the full list of fields in our X Ads (Twitter) field documentation.
Popular queries
These query configurations help you track key performance indicators and analyze trends. You can use these settings in any Supermetrics destination, such as Data Explorer, Dashboards, Google Sheets, Looker Studio, or data warehouse destinations.
Compare cost by campaign last week
See how much each campaign cost last week — useful for comparing budget consumption across campaigns and identifying where spend is concentrated.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Last week |
Metrics | Cost |
Dimensions | Campaign |
Suggested visualization | Table or bar chart |
Understanding the data
Cost: The ad spend in the currency of your X Ads data source.
Campaign: Splits results by campaign for side-by-side spend comparison.
Note
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.
Track clicks and URL clicks over the last 28 days
See how many total clicks and direct link clicks your ads have received over the last 28 days — useful for understanding the difference between total engagement-driven clicks and clicks specifically on your ad's link or Website Card.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Last 28 days |
Metrics | Clicks, URL clicks |
Dimensions | Date |
Suggested visualization | Time series chart |
Understanding the data
Clicks: The total clicks on links, hashtags, a Website Card, and other Tweet details in your ad, combined with likes and profile clicks.
URL clicks: The total clicks specifically on the link or Website Card in your ad, including earned clicks that you are not billed for.
Date: Splits results by day so you can track click trends over time.
Analyze click-through rate by campaign this month
See what percentage of people who saw each of your ads clicked on your link this month. Use this data to compare CTR across campaigns and identify which creative or targeting approaches are resonating most.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | This month to date |
Metrics | CTR |
Dimensions | Campaign |
Suggested visualization | Bar chart |
Understanding the data
CTR: Click-through rate — total clicks on a link or Website Card divided by total impressions, including earned impressions.
Campaign: Splits results by campaign for side-by-side CTR comparison.
See total audience reach by campaign last month
Check how many unique people each of your campaigns reached last month — useful for understanding the scale of your audience exposure and comparing reach efficiency across campaigns.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Last month |
Metrics | Total audience reach |
Dimensions | Campaign |
Suggested visualization | Bar chart |
Understanding the data
Total audience reach: The total number of unique people reached by your campaigns.
Campaign: Splits results by campaign so you can compare reach across campaigns.
Review engagements, impressions, and engagement rate by campaign
See how your audience is interacting with your ads over the last 28 days — combining total engagements, impressions, and engagement rate by campaign — to identify which campaigns are driving the strongest audience interaction.
To fetch this data, use the following settings in your reporting or visualization tool:
Setting | Value |
|---|---|
Date range | Last 28 days |
Metrics | Engagements, Impressions, Engagements rate (%) |
Dimensions | Campaign |
Suggested visualization | Table |
Understanding the data
Engagements: All clicks on your Tweet, including Retweets, replies, likes, poll votes, and hashtag clicks — including earned clicks you are not billed for.
Impressions: The number of times your ad was shown to users, including earned impressions.
Engagements rate (%): Tweet engagements divided by impressions, showing the rate at which users who saw your ad interacted with it.
Campaign: Splits results by campaign for side-by-side engagement comparison.
More resources
See the Supermetrics blog for ideas for social media marketing funnel.
You might also be interested in: