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Every day, people send over 500 million tweets on Twitter. Even 0.0001 percent of these tweets mentioning your brand will qualify your marketing campaign as a success.

According to WordStream, people spend 26% more time viewing ads on Twitter as compared to any other social media platform.

The beauty of running a Twitter campaign lies in the ability of marketers to convey their message within the set character limit. A brand has a high chance of getting engagement when they come up with something clear, relevant, and appealing. This can help you nudge people into following your brands’ tweets. 

75% of B2B businesses market their products and/or services on Twitter.

Twitter ads are one of the most popular ways for businesses to reach out to potential customers. As Twitter continues to grow and offer more and more ad options, it’s important for businesses to stay on top of their game. By tracking Twitter ads KPIs and metrics, businesses can assess how well their ads are performing and make necessary changes to keep them effective. In this blog post, we’ll outline some of the key Twitter Ads KPIs that businesses should track in order to measure their success. By tracking these metrics, you can ensure that your ads are reaching their target audience and generating ROI. 

So without further ado, let’s get started! 

Twitter Ads KPIs

Twitter ads promote content to help brands, businesses, and marketers reach an accurate target audience. Analyzing Twitter Ads KPIs or Key Performance Indicators help organizations determine how well their campaigns are reaching and engaging with their target audience, just like with any other social media platform KPI. Creating effective and meaningful KPIs is an essential part of any successful business. They can help you measure your progress, identify areas where you need to improve, and track the impact of your changes. 

There are a number of different types of KPIs, but the most common ones are: financial, operational, customer service related, marketing/sales related or technical. Once you have decided on the type(s) of metrics that will best reflect your success in achieving your goals, it’s time to create some baseline numbers. These should be representative of where you started (or ideally where you would like to be), and should always be updated as needed. 

Once you have established some baseline stats, it’s time to start measuring how well YOU are doing relative to those benchmarks! 

How to choose right KPI for your campaign

Now that we’ve understood the importance of tracking Twitter Ads KPIs, let’s talk about how to choose the right KPI for your campaign. There are a number of factors to consider, including the size of your audience, the type of content you produce, and the frequency and nature of your tweets. Ultimately, it’s up to you to decide what metrics matter most for your brand. 

There are a few things to keep in mind when creating or using key performance indicators (KPIs). 

  1. Make sure your KPIs are relevant and important to your business or project. They should help you measure how well you’re doing, so that you can continue to improve. 
  2. Be realistic in setting your expectations for where your KPI will take the organization or individual. Don’t aim too high, and don’t expect a single number to tell the whole story. A good guideline is to set goals that challenge but aren’t impossible to achieve. 
  3. Communicate all results from each KPI back up into decision making within the organization or individual involved so that progress can be monitored and improved as needed.

Top Twitter Ads KPIs 

There are multiple KPIs that you can track to understand the performance of Twitter ads, but primarily focus on these lead indicators.

  1. Performance
  2. Engagement
  3. Growth
  4. ROAS

1. Reach and Impressions (Performance)

If you are looking to measure the performance of your promoted tweet, start by tracking reach and impressions. There is a small but significant difference between reach and impressions. Impressions are the total number of views on your promoted tweet, whereas reach is the unique number of views on your promoted tweet. 

Tracking these KPIs can help you understand how popular your tweet can become. It can tell you what type of content works best for you. Tracking these KPIs can help you measure your brand’s awareness. High reach or impressions have the potential to increase engagement. 

2. The Average Rate of Engagement

 This is a measure of how many people have interacted with your ads ( engagements include likes, retweets, and replies). The higher the engagement rate, the more effective your Twitter Ads campaign may be. The level of engagement shows your tweet sparked opinions and conversations. It means people stopped at your tweet and interacted with it because they found it interesting. Tracking engagement helps you measure the success of your tweets. They help identify which tweets or ad formats are producing the best results.

To increase engagement, consider using graphical images or making your tweets informative and relevant to your target audience.

3. Followers’ Growth

One of the primary agendas of using Twitter ads is to gain followers and increase brand recognition. This Twitter KPI offers a complete overview of the number of followers gained or lost at any point. If you have quality content pushed out as promoted tweets, there are higher chances of increasing follower growth. Tracking followers’ growth says a lot about your content because these numbers are the loyal users who find your content interesting. Focus on getting quality followers who have a chance of ending up as your customer.

4. ROAS (Return of Ad Spend)

Return on advertising spent or ROAS provides a complete overview of the total investment made into your ad campaign on Twitter. Know the ROI of your Twitter ad by tracking this KPI. Besides ROI, it provides a detailed overview of how well your ad campaign is performing in terms of impressions, engagement rate, growth of followers, and so on.

Merely spending money on Twitter ads wouldn’t help much. The success of a Twitter campaign depends on the quality content you push out as tweets. The right strategy, analysis, and action can help bring a higher return on investment. 

Here are 5 things that should be considered before running a Campaign

1. Content calendar

It’s always better to plan your promoted tweets well in advance. Make sure your promoted tweet applies to your brand’s USP. If your content is not relevant to your brand’s USP, you might not get the required impressions and engagement. For example, you can organize your tweets based on: 

  • The need for your social media marketing strategy
  • Ongoing trends
  • Brand message and relevancy
  • Your target audience
  • The right time for each publication

Also Read | YouTube KPIs: Learn How To Measure The Success Of Your YouTube Videos.

2. Usage of popular hashtags

The birth of hashtags can be traced back to Twitter, and using popular hashtags relevant to your promoted tweets can bring about greater discoverability to your profile. Always be on the lookout for Twitter trends and use hashtags that are relevant to your business in order to increase footfall.

3. Complete your Twitter profile

Make sure that your profile is as complete and detailed as possible to make it look legitimate. To help you stand out from the competition, make sure to add attractive cover and profile images, a short bio, location, and URL of your businesses to complete your profile. A well-written and effective profile will help you to attract more customers and leads.

4. Engage with your followers

If you want to succeed on Twitter, you need to be able to communicate effectively with your followers. When someone pauses to interact with your Tweet, it is because they found something that caught their attention.Try to interact with them through polls, humorous tweeting sequences, etc., to keep them engaged with your profile. 

  1. Brownie points for graphical tweets

Visual communication can help improve user engagement because it provides a clear message without using a single word. The use of visuals in communication can be helpful in creating a positive user experience.  Try using more pictures and GIFs to keep your target audience engaged! According to Twitter, GIFs improve user engagement to a post by 55%. 

Bottom Line:

Twitter is a great way to get immediate interaction with your followers. Plus, since everything is transparent on Twitter, you can always be sure that people are aware of what’s happening with your business or project. However, there are a few things to keep in mind when using Twitter for marketing purposes: 

  • – Make sure all the information you share is accurate and up to date. People will quickly lose faith in any brand or product that they perceive as being dishonest or unreliable.
  • – Be prepared for backlash! Not everyone will like what you post, and some people may even attack your business online (or offline). But remember – social media isn’t about winning every argument; it’s about building relationships and connecting with your audience.  Twitter remains a user-friendly and competitive platform for businesses of any size. Remember, people spend 26% more time viewing ads on Twitter as compared to any other social media platform. This platform promotes your content by enhancing your brand and helping you generate more leads than any other social media network. With all these benefits, why would anyone not opt-in?

Track your Twitter Ads KPIs with INSIA 

While Twitter Ads gives you a general picture about your data through KPIs such as impressions, reach and engagement metrics, it is limited in what it can do for you. Optimize your Twitter Ads marketing strategy by integrating it with INSIA’s advanced AI-powered, self-serve analytics software. Create and customize unlimited dashboards that are suited to your needs. A robust business intelligence tool like INSIA can help your small business grow to its full potential. INSIA is designed for non-technical business users that integrates your data from multiple sources (like Twitter, Facebook, Instagram, LinkedIn, Excel, MySQL, and many more) and lets you create visually appealing reports through a Google-like search bar. Connect to INSIA in a couple of clicks and monitor your business performance & the ROI on your marketing decisions with pre-built plug-n-play KPIs and automated dashboards. Click Here for a free trial!

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