X Ads | Amplitude

Amplitude's X Ads integration helps you import your X Ads spend, click, and impression data for analysis in Amplitude.

The integration imports campaign level metrics once per day from X Ads. These metrics appear in Amplitude as ad-level metrics, and don't tie to individual users.

In Amplitude, ad data appears as a dedicated event caleld Daily Ad Metrics, and includes event properties like:

ad_metrics.impressions
ad_metrics.clicks
ad_group_id
campaign_id

Daily Ad Metrics includes the following user properties, which you can use for campaign analysis and for calculating other metrics like Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS):

utm_medium
utm_campaign
utm_content

UTM parameters require manual setup

X Ads doesn't populate UTM parameters by default. To ensure these fields appear in Amplitude, add the UTM parameters to ad URLs.

Preqrequisites

Before you begin, ensure you have the following:

An X Ads Manager account with Admin access. This gives Amplitude permission to read your ad account data.
At least one X Ads ad account under your Admin user. After you authenticate, Amplitude shows a list of all ad accounts you have access to.

Amplitude configuration

To enable the integration in Amplitude:

Navigate to Data Sources and find X Ads.
Enter a Display Name for the connection.
Select the X Ads account from which you want to import data.
Choose to import historical data from a period you specify, up to one year. Amplitude backfills this data, and continues daily imports.
Select the number of days to wait for X Ads data to complete before import.
- 1 Day: Faster data availability, but higher risk of underreporting clicks, spend, or impressions due to late corrections from X Ads.
- 3 Days: Slower data availability, but more accurate metrics as X Ads may retroactively adjust for bot traffic, delayed conversions, or attribution changes.
Click Save to create the integration.

Analyze your data

After you import your X Ads data, analyze campaign performance in the Ad Performance dashboard in Out-of-the-box Marketing Analytics.

Supported properties

X Ads provides the properties listed in this section.

Event properties

Property Name	Description
`ad_account_id`	The ID of the connected X Ads account.
`ad_group_id`	The ID of the ad group.
`ad_group_name`	The name of the ad group.
`ad_group_status`	The current status of the ad group.
`ad_id`	The ID of the ad.
`ad_metrics.app_clicks`	The number of app-specific clicks.
`ad_metrics.clicks`	The number of clicks on the ad.
`ad_metrics.cost`	The total cost associated with the ad.
`ad_metrics.impressions`	The number of times the ad displayed to a user.
`ad_metrics.retweets`	The number of retweets recorded.
`ad_metrics.url_clicks`	The number of link clicks to external URLs.
`ad_platform`	The platform source for the ad (value is “x”).
`campaign_currency`	The currency used for the campaign spend.
`campaign_id`	The ID of the campaign.
`campaign_name`	The name of the campaign.
`campaign_status`	The current status of the campaign.
`tweet_id`	The ID of the tweet used in the promoted ad.

User properties

If your X Ads URL contains UTM parameters, Amplitude captures the following user properties.

Property Name	Description
`utm_source`	The source that referred the user.
`utm_medium`	The advertising or marketing medium.
`utm_campaign`	The campaign name from UTM tracking.
`utm_content`	The ad content or variation from UTM tracking.
`utm_term`	The search term or keyword from UTM tracking.

Common issues

Keep the following potential issues in mind as you build out the integration.

Insufficient permissions

Your X Ads Manager account requires administrator privileges. This level of permission allows Amplitude to add and remove users from specific user lists in X Ads.

Daily ad metric discrepancies

X Ads may update advertising metrics several days after the original interaction. This can happen for different reasons, including delayed conversion attribution or the removal of invalid traffic. For example, a user clicks on an ad today, but doesn't complete the conversion for a few days. Upon conversion, X retroactively attributes that conversion to the click from a few days ago.

X can also exclude clicks it detects as fraudulent or non-human. This can result in lower reported impressions or spend. These updates impact key metrics like conversions, cost, and impressions.

Amplitude imports X Ads data once per day, and always for the previous calendar day. The import happens as a daily batch, and isn't available in real time or for hour-by-hour analysis

If X revises campaign data after Amplitude’s import complets, those changes don't appear automatically. To ensure the most accurate reporting, trigger a manual backfill to refresh metrics for the affected time period.

Consider this a you analyze campaign performance, particularly when reviewing short-term trends, diagnosing anomalies, or comparing metrics across tools. Data appearing accurate at the time of import may shift days later due to these retrospective updates in X Ads.

Ad event's don't map to users

X Ads doesn't export user level identifiers like device ID, email address, or user ID. As a result, Daily Ad Metrics event's don't link to use profiles in Amplitude, they aren't associated with known users across other product events.

While these events may appear in a user stream with a synthetic identifier (like X Ads device ID), this doesn't mean identity resolution was successful. Amplitude treats the events as standalone entries, which aren't suitable for user-level reporting.

Daily Ad Metrics events work best for campaign level analysis. Amplitude recommends excluding them from funnels, cohort definitions, or behavioral journeys that rely on user identity.