Twitter recently shared its user base numbers for the first time, and people were shocked, and not in a good way. Twitter has 126 million daily users. For comparison, Snap has 186 million. But with dropping costs and a CTR up 40% (according to our calculations) marketers aren’t getting scared off.
Keep reading to see what we uncovered for Q4 2018 median CPC, CPM & CTR when we analyzed nearly 96 million ad impressions and nearly 1.8 million clicks for ads on Twitter. Be sure to read the Q4 2018 PPC Benchmark Report for additional ad performance trends. Check out our Benchmark Report page for the latest reports by quarter.
Twitter CPC, CPM, & CTR for Q3 2018 at-a-glance
Median CPC was $0.40
Median CPM was $5.93
Median CTR was 1.55%
Twitter CPC ↓ 33.5% Q/Q
Our Q4 calculations found that median CPC dropped 20 cents from last quarter and is up 4 cents from where it was the same time last year.
Twitter CPM drops nearly $1 from last quarter
We found that median CPM dropped 14.9% from last quarter, and is up 26 cents from where it was Q3 2018.
Twitter CTR up 40% Q/Q
Median CTR for ads on Twitter rose 0.44% from where it was the last quarter but is relatively the same as it was in Q4 of last year.
Twitter ad trends Q4 2018
Publishers can now reach global audiences through In-Stream Video Ads. In-Stream Video Ads were created to add incremental revenue for top publishers who wanted to make money off their videos on Twitter. Previously, In-Stream Video Ads were limited to the markets in which publishers are based, but many have a global audience they were missing out on. Twitter expanded the allowed reach to include all audiences, regardless of location, so publishers can now cash in on the entirety of their audience.
Download the entire report for all the stats on CPM, CPC, and CTR benchmarks for Facebook, Instagram, LinkedIn, Google Ads, Google Display Network, YouTube, and Bing Ads.