# 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

{% tabs %}
{% tab title="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
  {% endtab %}

{% tab title="Performance marketers" %}

* Track add-to-cart and purchase conversions at the campaign and ad group level to calculate ROAS
* Segment by device and platform version to spot drop-offs in mobile vs. desktop conversion paths
* Use hourly granularity during campaign launches to monitor spend velocity
  {% endtab %}

{% tab title="Reporting & analytics" %}

* Join Campaign and Funding instrument entities to reconcile reported spend against billing records
* Use Aggregate transformation to roll up ad group-level data into campaign summaries across multiple accounts
* Send data to Looker Studio or BigQuery for cross-channel attribution reporting
  {% endtab %}
  {% endtabs %}

## 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