Twitter CPM

cpm

Overview

Twitter Cost Per Mille (Twitter CPM) measures the Twitter-reported cost per 1,000 Twitter ad impressions.

📘

Twitter CPM = (Twitter Ad Spend / Twitter Impressions) x 1000

The calculation is based on data from the Ads table.

Detailed Breakdown

The formula above is derived from the following components:

Ad Spend = SUM(spend) --> Ads table
Clicks = SUM(impressions) --> Ads table
Twitter Ads = where channel = 'twitter-ads'

Insights and Actions

Tracking Twitter CPM helps you understand the cost of showing your ads to 1,000 viewers. Regular monitoring can inform budget allocations and highlight areas for optimization:

• Optimize Budget Allocation: High CPM may indicate that your ad targeting is too narrow or competitive. Review Twitter Targeting to identify potential adjustments.
• Evaluate Campaign Cost-Effectiveness: Pair CPM with Twitter Impressions to determine if you're getting sufficient reach for the cost. This helps evaluate if your spend aligns with campaign goals.
• Benchmark Against Industry Standards: Use Twitter CPM data to compare your campaign performance with industry benchmarks. High CPM relative to industry standards could suggest the need for strategic changes.

Related Metrics

• Twitter Impressions: Provides context for the total reach of your ads, essential for understanding the CPM value's effectiveness.
• Twitter Clicks: Complements CPM by showing if impressions are leading to clicks, helping to assess the value derived from ad exposure.
• Twitter Ad Spend: A critical component for calculating CPM and understanding how much budget is directed towards achieving ad visibility.

Example Use

Prompt

What's my Twitter CPM for yesterday?

Response

Query

SQL

SELECT
  COALESCE(
    SUM(adt.spend) / NULLIF(SUM(adt.impressions), 0),
    0
  ) * 1000 AS cpm
FROM
  ads_table AS adt
WHERE
  adt.channel = 'twitter-ads'
  AND adt.event_date = CURRENT_DATE() - 1;