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Measuring results Metrics in ads manager Key metrics Get real-time results any time by visiting the Ads Manager. to track There you can explore metrics like total spend, results, cost per • Cost Per Engagement result, and result rate. Keep in mind an impression is any time • Engagement Rate your ad is shown on Twitter. • Total Impressions Discover all the things you can do in our Ad Manager. • Total Engagements • Total Spend • Total Audience Reach Other metrics to track • Likes • Replies • Retweets Ad level: Measurement studies: What Tweets are performing Additionally, you can run measurement studies* depending on best? Are there any common your goals. Here are examples of deeper measurements we themes around creative and/ have run for Engagements campaigns. or copy? If so, consider Audience Verification helps you Offline or Online Sales Studies creating more Tweets like understand the demographics of help you determine the impact of these to add to the the audience you have reached. In your Twitter ads in sales across campaign. these reports, you can access key different targeting and creative What Tweets are metrics like age and gender. strategies. underperforming? *You can find all of Twitter’s measurement Consider turning these off. Brand Surveys help you solutions here. Study feasibility and understand if your campaign is availability of solutions and partners vary Ad group level: driving brand lift across a variety by market. Please connect with your Twitter Is there an ad group of metrics, such as brand Client Partner for more details performing better than awareness, message association, *Study feasibility and availability of others? Why is that? consideration, or more. This will solutions and partners vary by market. Please connect with your Twitter Client Audience level: help you understand the brand lift Partner for more details. You can find all of between those who have seen Twitter’s measurement solutions here. What audiences are your your ad and those who have not. Tweets resonating with most? *Study feasibility and availability of solutions and partners vary by market. Please chat with your Twitter Client Partner for more details. You can find all of Twitter’s measurement solutions here. 25

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