Twitter's Metrics: What Marketers Need to Know

Twitter's Metrics: What Marketers Need to Know

A new report has found that one of the leading social media platforms, Twitter, may be inflating its ad performance results. According to data from an ad measurement provider, during a recent high profile weekend, almost 76% of the referral traffic driven via ads on Twitter were likely fake.

The ad measurement provider monitors bots and fake users across the internet to minimize online ad fraud for its clients. They are able to track how visitors from different sources interact with a client's page after clicking one of their links. This helps determine if traffic is real or fake, such as when a fraudulent user fakes the type of operating system used.

The findings are somewhat anecdotal as the provider only has access to traffic data for its client list. However, for comparison, analysis of traffic from Twitter during the same event last year found that only 2.8% was likely fake. This year, the percentage was around 76% of the 144,000 visits analyzed.

This raises questions on whether Twitter is inflating its numbers using fake sources to boost reach figures and attract more ad spending. However, it is unlikely since Twitter uses various ad verification partners that should be able to detect any inflated numbers.

Twitter's verification partners focus on ad placement safety rather than audience verification. They only provide this for commissioning partners, not all traffic. So it is possible they wouldn't be able to conclusively rule out the concerns either.

Marketing professionals should utilize various tools in their SMM panel for a complete picture before determining a plan of action. Third-party analytics and comparison against first-party data helps identify inconsistencies and optimize accordingly. Platforms change too, so regular review ensures the best approach.

Does this mean numbers are definitely being juiced? Not necessarily. All data points could have alternative explanations since the provider only sees selective traffic. Real insights come from analyzing your own ad performance data versus what Twitter reports. Noting discrepancies between insights and your analytics could mean something is off.

Individual results will vary and strong performance may mean sticking with Twitter. But it's worth monitoring metrics for anomalies going forward. The owner of Twitter previously claimed around 20% of its active users were bots during acquisition negotiations. Yet usage figures are now being reported as record high without mentioning past bot estimates. Both stats can't be true.

In summary, stay updated on industry developments and adjust strategies based on facts rather than assumptions. Our advice is to keep a close eye on this situation while also exploring alternative options. For a comprehensive SMM solution tailored to your business needs, get in touch with the experts at Great SMM. As a leading SMM services provider, we help businesses boost visibility through strategic social campaigns.

Most trustable smm panel on market on greatsmm you can find anything you need with great support quality and cheaper price.

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