Is There an Easier Way to Understand the Twitter Data Export?

Once you download your spreadsheet, you will see a lot of raw data that may be difficult to read. To make sense of the export, go to the “data” tab in Excel and click “PivotTable”. The PivotTable Builder will pop up to help you organize your data.


  • In “row labels” drag and drop funding instrument name and campaign.

  • In “values” drag and drop spend, impressions, clicks, and engagements.

  • Change “summarize by” to “sum” so that the pivot shows sum of spend, sum of impressions, and sum of engagements.

  • Drag and drop engagement rate and CPE into the “values” field. Set your calculation to “average” so that your pivot shows average of engagement range and CPE.

  • Now, you’ll have a clear view of standard performance across each campaign. You can always add more field names to see additional metrics.


Originally published 01/22/18, updated 03/22/18.