A new report has found that one of the leading social media
platforms, Twitter, may be inflating its ad performance results. According to
data from an ad measurement provider, during a recent high profile weekend,
almost 76% of the referral traffic driven via ads on Twitter were likely fake.
The ad measurement provider monitors bots and fake users
across the internet to minimize online ad fraud for its clients. They are able
to track how visitors from different sources interact with a client's page
after clicking one of their links. This helps determine if traffic is real or
fake, such as when a fraudulent user fakes the type of operating system used.
The findings are somewhat anecdotal as the provider only has
access to traffic data for its client list. However, for comparison, analysis
of traffic from Twitter during the same event last year found that only 2.8%
was likely fake. This year, the percentage was around 76% of the 144,000 visits
analyzed.
This raises questions on whether Twitter is inflating its
numbers using fake sources to boost reach figures and attract more ad spending.
However, it is unlikely since Twitter uses various ad verification partners
that should be able to detect any inflated numbers.
Twitter's verification partners focus on ad placement safety
rather than audience verification. They only provide this for commissioning
partners, not all traffic. So it is possible they wouldn't be able to
conclusively rule out the concerns either.
Marketing professionals should utilize various tools in
their SMM panel for a complete picture before determining a plan of action.
Third-party analytics and comparison against first-party data helps identify
inconsistencies and optimize accordingly. Platforms change too, so regular
review ensures the best approach.
Does this mean numbers are definitely being juiced? Not
necessarily. All data points could have alternative explanations since the
provider only sees selective traffic. Real insights come from analyzing your
own ad performance data versus what Twitter reports. Noting discrepancies
between insights and your analytics could mean something is off.
Individual results will vary and strong performance may mean
sticking with Twitter. But it's worth monitoring metrics for anomalies going
forward. The owner of Twitter previously claimed around 20% of its active users
were bots during acquisition negotiations. Yet usage figures are now being
reported as record high without mentioning past bot estimates. Both stats can't
be true.
In summary, stay updated on industry developments and adjust
strategies based on facts rather than assumptions. Our advice is to keep a
close eye on this situation while also exploring alternative options. For a
comprehensive SMM solution tailored to your business needs, get in touch with
the experts at Great SMM. As a leading SMM services provider, we help
businesses boost visibility through strategic social campaigns.