Targeting type to segmentation mapping question

ads
targeting
analytics
api

#1

QUESTION 1
I looked at the segmentation stats and don’t see any endpoints to get
data on the following targeting criteria types:

AGE, BEHAVIOR, BEHAVIOR_EXPANDED, CAMPAIGN_ENGAGEMENT,
ENGAGEMENT_TYPE, EXCLUDE_APP_LIST, FOLLOWERS_OF_USER,
NEGATIVE_BEHAVIOR, NETWORK_ACTIVATION_DURATION_GTE,
NETWORK_ACTIVATION_DURATION_LT, NETWORK_OPERATOR,
TAILORED_AUDIENCE, TV_CHANNEL, TV_GENRE, USER_ENGAGEMENT
WIFI_ONLY

Is the documentation incomplete? If not, when will endpoints for
these targeting criteria types be added?

QUESTION 2
If a promoted_tweet’s line_item not have a specific targeting type defined,
say LANGUAGE, for example, should we expect promoted_tweets metrics data to exist
in LANGUAGE segment data?

Thanks


#2

Hi Ling!

Most of our /stats/ endpoint allow you to specify the segmentation_type parameter. Per the documentation:

https://dev.twitter.com/ads/reference/get/stats/accounts/%3Aaccount_id/campaigns/%3Aid

Specifying this parameter will cause the results in the JSON to be broken up by the results of each value for the given segmentation_type. For example, if you specify GENDER, results for the request metrics will be broken up between the “M”, “F”, and “UNKNOWN” values.

Please note that the addition of segment values in the JSON response will increase the complexity value of the queries. This means that a query using the segmentation_type parameter will be able to return less data, or a smaller window of time, than a query which does not include segmentation_type.

You can get more detail of what metrics are returned via the API here:

https://dev.twitter.com/ads/analytics/metrics-and-segmentation

Also, in the case you mentioned where no language is targeted, I do not believe that the data will be returned in the segment data. I can double check, but do let me know if you find out differently.


#3

Hello Ryan,
Thank you for the explanation.

Trying reiterate question#1 in different words:
What I’ve found is that there are more targeting_type than available segmentation_type.
The following are the targeting_type used in our targeting criteria.

AGE
APP_STORE_CATEGORY
BEHAVIOR
BEHAVIOR_EXPANDED
Heading
BROAD_KEYWORD
CAMPAIGN_ENGAGEMENT
DEVICE
ENGAGEMENT_TYPE
EVENT
EXACT_KEYWORD
EXCLUDE_APP_LIST
FOLLOWERS_OF_USER
GENDER
INTEREST
LANGUAGE
LOCATION
NEGATIVE_BEHAVIOR
NEGATIVE_EXACT_KEYWORD
NEGATIVE_PHRASE_KEYWORD
NEGATIVE_UNORDERED_KEYWORD
NETWORK_ACTIVATION_DURATION_GTE
NETWORK_ACTIVATION_DURATION_LT
NETWORK_OPERATOR
PHRASE_KEYWORD
PLATFORM
PLATFORM_VERSION
SIMILAR_TO_FOLLOWERS_OF_USER
TAILORED_AUDIENCE
TV_CHANNEL
TV_GENRE
TV_SHOW
TV_SHOW_AIRING_RESTRICTED
UNORDERED_KEYWORD
USER_ENGAGEMENT
WIFI_ONLY

The bold entries are segmentation_type from https://dev.twitter.com/ads/analytics/metrics-and-segmentation.
How do I find segmentation stats for targeting_type that’s not part of the metrics-and-segmentation documentation?
For instance, USER_ENGAGEMENT and WIFI_ONLY.

Thank you,
Ling


#4

The segmentation documentation is up-to-date. We don’t currently, nor do we presently have plans to, expose segmentation data for all targeting types. Segmentation reporting is meant to provide insights into the demographics of the audiences you have reached. We don’t break down segmentation for tailored audiences, behaviors, etc and we don’t expose breakdowns of which targeting criteria in a campaign caused an ad impression for a user. To get this, we suggest you segment the targeting on each line item (ad group) to the targeting you want reporting for.

The current list of segmentation data available, per the docs is:

APP_STORE_CATEGORY
CITIES
CONVERSION_TAGS
DEVICES
EVENTS
GENDER
INTERESTS
KEYWORDS
LANGUAGES
LOCATIONS
PLATFORMS
PLATFORM_VERSIONS
POSTAL_CODES
REGIONS
SIMILAR_TO_FOLLOWERS_OF_USER
TV_SHOWS