Devices and Formats (including Social Data)

Twitter (X)


Our opt-in Twitter panel allows us to track paid ads served to real Twitter mobile and desktop users in the US.

 What we capture


Region Data collection start date
🇺🇸   United States May 1, 2019

Devices and formats

  • Twitter Mobile
  • Twitter Desktop

Creative types and formats

  • Promoted Tweets in Twitter Feed
  • Video posts
  • Image posts
  • Link posts
  • Status posts

 What we do not capture

Creative types and formats

  • Promoted trends
  • Promoted accounts


Panel-based data collection

Using a multi-step opt-in process, Twitter app users can agree to be part of our private and secure panel.

Our panel, comprised of hundreds of thousands of users, represents a diverse demographic and user characteristics, enabling our panel to have the scale and coverage that represents the Twitter user population in terms of geo, gender, age, and operating systems.

The privacy of our panelists is a top priority. All Pathmatics insights are presented in aggregate and we never store, use or display personal information such as usernames, emails, passwords etc.

Currently, our Twitter collection is powered by US users and is composed of US data only.

Impression, spend and CPM estimation

Our Twitter spend, impression, and CPM estimates are derived using Twitter's publicly reported ad revenue and industry averages of CPMs. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend, rolling these up by creative, brand and advertiser.

As the quarterly reportings change, our Twitter CPM figures can change. We validate estimates against reliable industry sources who also estimate Twitter CPM and data provided by our customers.

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