I was doing some twitter ads recently as a test and noticed something strange. When setting up the ad I chose to drive “clicks” to my website. So when I saw that they had generated dozens of clicks in a few days I was ecstatic. BUT when I checked my web stats I could only find 5 or 6 click throughs. I was perplexed.
Why the discrepancy? I emailed twitter ad support and received this message back;
This is likely because your web stats count tweets in a different way than Twitter. “Clicks” within the Promoted Tweet Dashboard are defined as follows: clicks on the URL, hashtag, Tweet copy, avatar and username, or the expand button.
So “clicks” according to twitter are not just clicks to to my site. They include many types of other interactions. That kind of sucks because all I wanted to do was drive traffic to my site.