Data Overview

X (Twitter) Ads gives you access to performance data across seven entities, from account-level summaries down to individual promoted tweets. You can segment nearly every report by demographics, geography, device, interest, and more.

Available entities

Entity	Best used for
Campaign	Budget pacing, overall ROAS, campaign comparison
Ad group (Line item)	Targeting analysis, bid strategy review
Promoted tweet	Creative performance, engagement rates
Promoted account	Follower acquisition tracking
Media creative	Visual ad performance
Funding instrument	Spend reconciliation, billing audit
Account	Cross-campaign rolled-up metrics

Metrics

Engagement metrics

Metric	Description
Impressions	Total number of times your ad was shown
Engagements	Total interactions (likes, retweets, replies, clicks)
Engagement rate	Engagements divided by impressions
Likes	Number of likes on promoted content
Retweets	Number of retweets
Replies	Number of replies
Follows	Followers gained from promoted account ads
Clicks	Total link clicks
URL clicks	Clicks specifically on the destination URL

Spend and billing metrics

Metric	Description
Spend	Total amount billed in your account currency
Billed charge	Charge amount per billing event
Billed engagements	Engagements that triggered a billing event

Video metrics

Metric	Description
Video views	Total video plays
Video completions	Number of times the video played to 100%
Video completion rate	Completions divided by views
3-second views	Views where at least 3 seconds were watched
6-second views	Views where at least 6 seconds were watched

Conversion metrics

Metric	Description
Conversions	Total tracked conversion events
Add to cart	Add-to-cart conversion events
Purchase	Purchase conversion events
Site visits	Website visit conversion events
App installs	App install conversion events

Dimensions

Segmentation dimensions

Dimension	Description
Age	Age brackets of users who saw or engaged with your ads
Gender	Gender breakdown
Devices	Device type (iOS, Android, desktop, mobile web)
Platform versions	OS version breakdown
Locations	Country-level geographic breakdown
Regions	Sub-national geographic breakdown
Cities	City-level breakdown (requires country selection)
Metros	Metro area breakdown (requires country selection)
Postal codes	Postal code breakdown (requires country selection)
Interests	Interest categories of your audience
Keywords	Keywords that triggered your ads
Audiences	Custom or tailored audience segments
Conversations	Conversation topics your audience engaged with
Languages	Language settings of users
Platforms	Platform types
Events	Live event targeting breakdown
TV shows	TV show conversation targeting
Similar to followers of user	Lookalike audience targeting
App store category	App categories for app-install campaigns

Time dimensions

Option	Description
Hour	Hourly granularity
Day	Daily granularity
Month	Monthly rollup

Common metric combinations

• Campaign + Spend + Impressions + Clicks — standard performance dashboard

• Promoted tweet + Engagements + Video views + URL clicks — creative effectiveness report

• Ad group + Conversions + Add to cart + Spend — funnel analysis per ad group

• Campaign + Device dimension — cross-device performance split

• Account + Day granularity — daily spend pacing report

Use cases by role

Paid social managers

• Pull promoted tweet data daily to identify top-performing creatives and pause underperformers

• Use the keyword dimension on ad group reports to find high-spend, low-conversion terms

• Append X Ads campaign data with Meta or Google Ads using Coupler.io's Append transformation for a unified paid media dashboard

Performance marketers

Reporting & analytics

Platform-specific notes

• Each metric group contains a predefined set of metrics — you select groups, not individual metrics

• The Placement parameter returns a separate row per placement type when set to "All"

• Location-based dimensions (Cities, Metros, Postal codes, Regions) require you to select a country first

• Device-based dimensions (Devices, Platform versions) require a platform selection (iOS, Android, etc.)

• Conversion data relies on your X Pixel or conversion tags being correctly configured in your ad account

• Historical data availability may vary depending on your X Ads account type and plan