Why is my reach higher than expected over a multi-day date range?
Reach counts unique people, so the same person seen across several days should be counted once. X (Twitter) Ads reporting is served from cached daily snapshots, and uniqueness is calculated within each snapshot rather than across the whole range. When reach is viewed over a period longer than one day, the daily unique counts are added together, which can overstate the true unique reach. For a single-day figure, narrow the widget’s date range to one day. For trend analysis over longer windows, impression-based metrics aggregate cleanly and are a more reliable choice. The same behavior applies to any other metric based on uniqueness.Why does my empty ad account show amounts in USD?
An X (Twitter) Ads ad account derives its reporting currency from its campaigns. An ad account that has no campaigns yet has nothing to derive a currency from, so it defaults to USD. Once at least one campaign exists, the account’s configured currency is used and amounts display in that currency on the next sync.Why did my X (Twitter) Ads data source stop updating until I reconnected?
X (Twitter) Ads access does not lapse on a fixed schedule, but it can be withdrawn — for example, if the authorization is removed on the X side or the account’s permissions change. When that happens, X stops returning data and the data source needs to be reconnected before it can sync again. To restore access, reconnect the data source and re-authorize with X. See How to connect X (Twitter) Ads to Adriel for the reconnection steps.Why don’t my spend figures match the amounts in X (Twitter) Ads Manager?
X reports spend in the ad account’s own currency. When that currency differs from the Adriel workspace currency, Adriel converts spend and other monetary metrics into the workspace currency using the current day’s exchange rate. Small differences between the dashboard and X (Twitter) Ads Manager are expected when a conversion is applied, and amounts reflect the rate at the time they are read rather than a fixed past rate. Cost metrics such as CPC, CPM, and CPA are computed from the converted spend, so they follow the same workspace currency. When the ad account and workspace already share a currency, no conversion is applied.How do I report on UTM parameters for X (Twitter) Ads?
X does not return UTM values in its reporting API. Adriel reads the UTM query parameters from each ad’s configuration and its landing URL, then exposes them for reporting. UTM Source, Medium, Campaign, Content, and Term are each available as both a metric (for rollup in a widget) and a breakdown (for grouping rows). To group performance by a UTM value, add the matching UTM breakdown to a widget. Values only appear for ads whose destination URLs actually carry the parameter — ads without UTM tags contribute no value for that breakdown. For the full field list, see the X (Twitter) Ads data reference.Common issues
Why do X (Twitter) Ads numbers appear inflated or return null for some metrics?
Why do X (Twitter) Ads numbers appear inflated or return null for some metrics?
X’s own reporting API has had documented degradations. Examples seen from customer reports:
- Null metrics returned for promoted tweets under budget-optimization campaigns.
- Inflated ad-level totals (higher than ad-set-level totals) because the ad-level report still included deleted-ad data while ad-set-level did not.
landing_page_view, exist as legacy candidates but never come back in the X Ads API response. Official X Analytics WEB_CONVERSION metrics are limited to conversion_site_visits, conversion_custom, conversion_purchases, and related fields.Related
X (Twitter) Ads data reference
Metrics, breakdowns, refresh cadence, and limits for X (Twitter) Ads.
How to connect X (Twitter) Ads
Authorize and reconnect the X (Twitter) Ads data source.
X (Twitter) Organic data reference
Organic profile and post metrics, kept separate from paid X reporting.
Refresh strategies
How cached data sources sync and when new changes appear.