X, which released an update to its account analytics feature last month, is currently Updated Advertising AnalyticsAn improved dashboard and metrics overview makes it easier to track the performance of your paid content.
As you can see from this example, X’s updated ad analytics dashboard includes a variety of great performance charts that let you see how your ads are performing at a glance.
For comparison, here’s what the current X Ads dashboard looks like:
As you can see, most of the information itself is not new, but the presentation is now more intuitive, with easier to use tabs and clickable links that allow you to expand your data set, switch between campaigns, and track performance.
This is a good update and a big improvement for X’s advertisers. While there may be significantly fewer advertisers than before, X hopes that updates like this will help them win back more advertising partners and highlight their revamped ad serving system. Almost completely rebuilt It depends on what Twitter’s advertising backend was like.
Will that be enough to lure more advertisers back?
The main challenge X still faces is that many brands remain wary of the potential brand risks of advertising within the app, both due to its placement alongside potentially offensive content and its wider association with the controversial positions owner Elon Musk regularly shares within the app.
Regarding the former, X maintains that its brand safety processes are robust and the ad placement is risk-free (despite third-party reports suggesting otherwise), while the latter is more difficult to address as Musk refuses to keep his opinions close to his chest, no matter how controversial, contentious or uninformed they may be.
This remains a major stumbling block to X’s potential as an advertising platform because Musk believes people should have the right to say whatever they want, no matter how outlandish, and sees it as a pillar of free speech.
This makes sense to a certain extent. But the consequence of promoting misinformation and conspiracy theories is that some advertisers will avoid your platform for that very reason. So you can allow that sort of thing if you want, but doing so might exclude others. And while Elon had hoped to find another way to build the business, X still relies heavily on ad dollars to stay viable. But so far, Elon has remained steadfast in his determination to allow more controversial content on the app.
So while X’s advertising system may be improving, fewer brands are willing to give it a try. These concerns might fade somewhat if X were to see significant growth (because brand morale is soft on potential profits), but X has been sitting on 250 million daily active users for nearly two years with no user growth.
So you might have a “tree falls in the forest” scenario where X’s advertising options are improving but no one’s trying them out anyway.
X has announced that an improved ads analytics dashboard will be released soon.
