Measuring results Metrics in ads manager Navigate to your Ads Manager to see your results. Filter the date Key metrics range in the top right corner to see key metrics such as total spend, to track results, cost per result, and result rate. Your "result" will be either video views, 3s/100% views, or 6s views, depending on what you • Cost per video view chose during campaign setup. • Video Views • Total Spend A video view is when your video is watched in 50% view for 2 • Total Audience Reach seconds or more, or when someone clicks to expand or unmute your • Video Completions video. A 3s/100% view is when your video is watched in 100% view for 3 seconds or more, or when someone expands or unmutes your video. A 6s view is when your video is watched in 50% view for 6 Ad level: seconds or more, or when someone expands or unmutes your video. What Tweets are performing best? Are there any common themes around creative and/ or copy? If so, consider creating more Tweets like these to add to the campaign. What Tweets are underperforming? Consider turning these off. Available video measurement studies: Ad group level: Brand Surveys help you Viewability Reporting helps you understand if your campaign is understand how many Is there an ad group driving mass awareness by impressions were actually seen by performing better than understanding the brand lift a user. Metrics include In-View others? Why is that? between those who have seen Ads, Viewability by Quartile, and your ad and those who have not. more. Audience level: Metrics include Awareness, Recall, What audiences are your Consideration, and more. Marketing Mix Modeling helps Tweets resonating with you quantify your ROI across most? Incremental Reach Measurement channels by using multiple helps you understand the marketing inputs on sales and incremental reach of Twitter market shares. Twitter can help beyond TV and illustrate the added support the data transfer from frequency or media impact of your campaigns. Additionally, we Twitter and TV. Metrics include can interpret, contextualize, and Incremental Reach on Twitter, analyze client results to identify Cost per Reach Point, and more. recommendations to improve performance. *Study feasibility, minimum spend 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. 27