Why you HAVE to go beyond clicks in measuring performance of Sponsored Tweets

We wrote earlier about the new analytics dashboard from Twitter, which is gradually being rolled out to all users (current available to all users in the US and Canada). As the paid products, such as Sponsored Tweets and Sponsored Accounts, gain traction (i.e. eMarketer estimates Twitter revenue to reach $1 billion in 2014), roll out of a native analytics solution became a must for the social network.

In addition to the engagement metrics, such as retweets, replies and faves, the new analytics dashboard from Twitter provides the data on the number of clicks each tweet with a link generated. As can be seen from the screenshot below (taken directly from Twitter Analytics), 4 of our tweets that contained links to our blog generated 64 clicks in May.

As for the direct response marketers, who use Twitter to drive traffic to their e-commerce websites, the click metric is extremely valuable; however, it’s only the first step in measuring the ROI of Twitter campaigns (whether Organic or Sponsored). Thus, we went further and looked at the number of visits those 64 clicks generated.

The data above (a screenshot from Campalyst*) shows that our tweets generated only 13 visits in May. Thus, only 20% of the clicks, that Twitter Analytics reports, ended up with a visit to our blog. In case of the Sponsored Tweets campaign it means that the cost of a website visit is 5 times higher than the cost of a click. However, this is not the end of this story: the Bounce Rate for those 13 visits was over 90% as can be seen from the screenshot below (again, Campalyst data*).

With the Bounce Rate of 92.3% we can deduct that only 1 click on the links in our tweets ended up with a “real” website visit (meaning that a visitor spent time on our website, not bounced immediately). Ultimately, this drives the cost of driving quality traffic even further.

Disclaimer! Obviously, the data we operated with in this post is very limited; and thus, does not provide a clear overview into the performance of Twitter Sponsored Products. However, we believe it illustrates well that the direct response marketers need to go beyond the number of clicks in measuring the performance of the campaigns (and unfortunately, Twitter Analytics dashboard does not provide this data at the moment).

Let us know in the comments about your experience with driving conversion from Twitter and using Sponsored Tweets!

* Campalyst data is based on the Google Analytics data; thus, Google Analytics reported the same number of visits.