This week, we’ve released a major enhancement for the 4C Report Center that Twitter ad marketers are going to really love.
As a long-time practitioner of paid media platforms (paid search, social advertising, programmatic display, etc.), I always believed I could improve performance on my campaigns by just digging deeper into the data to find those golden nuggets of insights to point me in the right direction. Maybe it would be a trend in bidding or an insight into creative wearout/rotation that would help me generate just a little bit more ROI out of the budget.
I didn’t know what I would find when I sat down to analyze my campaign performance, but I always knew that I would find something useful. That has to be the attitude of every marketer. It’s very easy to fall into the trap of thinking that you couldn’t possibly squeeze any more out of your campaigns – especially if results are already great.
But, the fact is, no matter how many times you’ve combed through your campaigns, there’s always something left you can do…
…which is why I’m geeking out a bit on our new enhancement to our Twitter reporting which lets 4C clients see a breakout of their targeting parameters at a much more granular level than ever offered before. By mining data at this level, you will be able to really start to understand what’s going on with your Twitter marketing program and how to improve results immediately.
Here’s an example of a campaign broken out by the Interests targeting parameter.
Previously within 4C (and still currently in every other Twitter ads tool, including Twitter’s native platform), you would see campaigns performance aggregated and rolled up at the campaign level. Now, you can see each of the individual line items of each targeting parameter. Now, in a few seconds, you can already see which line items are driving the most spend, which aren’t driving enough clicks, etc.
These are the kind of golden nuggets that will help you unlock more Twitter performance and make you a social ads rockstar!
Q&A with the Product Manager
I sat down with 4C Product Manager, Karl Strand, to talk about this exciting, unique reporting enhancement. Karl’s focus at 4C is to bring the best features and functionality to 4C’s Twitter offering so our clients can extract maximum value from their campaigns.
Q: What target parameters can be broken out by this 4C Report Center enhancement and at what level of granularity?
Karl: Reports can be pulled at the campaign, ad group, Promoted Tweet, and funding source level. The targeting parameters you can view are the same seven that you can use to target when you build Twitter ads:
- Platforms (i.e. IOS, Android, Desktop vs. Mobile)
Report Center generates a standard Excel (.xls) file with different tabs for each of the targeting parameters.
Q: What metrics can be included in the report?
Karl: As this is part of the 4C Report Center, any metric that can be currently pulled for Twitter can be included with segmentation data. One thing to know is that because some of these tables can be quite long (especially the Interests tab), data will be reported in aggregate across the date range requested.
With our other reports, 4C clients can pull aggregate stats across a date range but also daily, weekly, and monthly. If you tried to pull this data daily, it could potentially exceed the maximum rows allowed in Excel!
Q: Is this enhancement unique to 4C? Doesn’t Twitter offer this level of granularity in their report suite?
Karl: As far as we know, 4C is the only Twitter API partner that exposes this level of performance data to marketers.
Today, Twitter allows their marketing customers to pull this data but only for ONE level and ONE targeting parameter at a time. So, for example, if you want to see how a single campaign performed for the languages you are targeting, then you can do that. If you wanted to see performance for that campaign for the other 6 targeting parameters, you would need to pull 6 more reports. To see this data granularity for entire account, most clients would potentially need to pull hundreds or thousands of reports and then have aggregate the data into a single file to begin the analysis.
Q: How do you think 4C clients will use this data?
Karl: This is the type of granular data that social marketers have been asking for forever. Other channels let marketers dive really deep into performance, and they’ve been able to really drive results using the insights. This Twitter data is a big step in that direction. Once social marketers get their hands on this report, they’ll be able to very quickly to mine some powerful insights.
Some marketers will realize that their targeting is too wide and want to prune out some of the targeting parameters that aren’t working. They also might realize that there are some strong targeting parameters that could be broken out into their own campaigns and ad groups so they can be budgeted and bid accordingly.
We know that there will be plenty of use cases for this data that we haven’t thought of. I’m excited to see how our clients use this data to improve their Twitter initiatives.