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:

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.

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: