Following the launch of its Ads API, Twitter today introduced an upgraded dashboard for the Twitter Ads center. This was done to help advertisers manage and optimize existing campaigns more effectively.
The revamp — based on feedback from advertisers — includes improved campaign reporting, more visibility into campaign performance, analytics, and spend, and easier management of campaigns in real-time.
“A major focus of ours is improving campaign analytics,” explained Christopher Golda in the company’s blog post. “With this in mind, we are now reporting all engagements that Promoted Tweets receive — not just engagements that advertisers pay for, but earned media as well.”
This was designed to give you better insight into the impact Promoted Tweets have in driving engagement, which in turn could help you optimize existing and future campaigns. Additionally, Twitter now provides you with more granular breakdowns in campaign reporting, such as by device, location, gender, and interest.
Moving forward, you’ll have a clearer understanding of how different audiences engage with Promoted Tweet and Promoted Account campaigns — regardless of how the campaign was set up. For example, “if a brand sees strong engagement on a specific device type, they can target just that device or make edits to other campaigns to maximize performance directly from their analytics dashboard,” stated Golda.
And finally, today’s update brings with it reports on earned media, which will help provide insight into secondary interests in addition to your primary focus. You can see this in action on ads.twitter.com.