Billed_engagements vs engagements metrics question


#1

In the doc: https://dev.twitter.com/ads/analytics/metrics-and-segmentation
Can you please explain the following:

What is the difference between billed_engagement and engagement metrics?

How are each metrics counted?

What use case would explain why billed_engagements ever be > engagements?

Thanks


#2

Thanks for the question, @ling_amobee. The engagements metric covers all engagements, such as likes, retweets, and clicks. billed_engagements, on the other hand, are only the engagements you’re billed for. For example, any ads (e.g., Tweets associated with line items using the POST accounts/:account_id/promoted_tweets endpoint) under the following line item are billed on link clicks (see the charge_by response attribute):

$ twurl -H ads-api.twitter.com "/2/accounts/18ce54d4x5t/line_items/9i12s" | jq
{
  "request": {
    "params": {
      "line_item_id": "9i12s",
      "account_id": "18ce54d4x5t"
    }
  },
  "data": {
    "bid_type": "MAX",
    "advertiser_user_id": 756201191646691328,
    "name": "Untitled",
    "placements": [
      "TWITTER_SEARCH"
    ],
    "start_time": null,
    "bid_amount_local_micro": 100000,
    "automatically_select_bid": false,
    "advertiser_domain": null,
    "target_cpa_local_micro": null,
    "primary_web_event_tag": null,
    "charge_by": "LINK_CLICK",
    "product_type": "PROMOTED_TWEETS",
    "end_time": null,
    "bid_unit": "LINK_CLICK",
    "total_budget_amount_local_micro": null,
    "objective": "WEBSITE_CLICKS",
    "id": "9i12s",
    "entity_status": "PAUSED",
    "account_id": "18ce54d4x5t",
    "optimization": "DEFAULT",
    "categories": [],
    "currency": "USD",
    "created_at": "2017-07-23T06:05:23Z",
    "tracking_tags": [],
    "updated_at": "2017-07-23T06:05:23Z",
    "include_sentiment": "POSITIVE_ONLY",
    "campaign_id": "9397b",
    "creative_source": "MANUAL",
    "deleted": false
  }
}

The billed_engagements metrics will show the number of engagements that are billable.

Hope that helps clear things up!


#3

@juanshishido, Thank you so much for the prompt reply.
I’ve looked into metrics data related to line_item’s “charge_by” status and wanted to confirm if my finding and interpretation is correct.

If “charge_by” = “IMPRESSION” then billed_engagements is amount of impressions are billable.

If “charge_by” = “APP_CLICK” then billed_engagements is the amount of app_clicks are billable.

If “charge_by” = “ENGAGEMENT” then billed_engagements is the amount of engagements are billable.

If “charge_by” = “VIEW_3S_100PCT” then billed_engagements is the amount of video_3s100pct_views are billable.

If “charge_by” = “LINK_CLICK” then billed_engagements is the amount of url_clicks are billable.

Am I on the right pattern ? Is there a document that talks about line_item’s “charge_by” status with respect to billed_engagements field?

Thanks.


#4

@ling_amobee: You’ve got the right idea. Check the charge_by response attribute.

(Note: LINK_CLICKs may be tracked in a metric other than url_clicks. Our team is looking into getting clarification on this.)