Twitter’s Earnings Report: Beating Expectations! – The Buyer’s Journey 50

All this week we’re focusing on the earnings reports of the platforms we work with the most in our advertising campaigns. That includes Facebook, Instagram, Twitter, Google, Snapchat, Amazon, Spotify, and LinkedIn. We’ll be looking at the numbers and explaining what is most important for your marketing campaign. Today, we’re looking at Twitter’s earnings report and we’ve got a breakdown of everything you need to know.

A B C, Easy As One, Two, Three

Here are a couple quick-hit numbers from Twitter’s earnings report via CNBC.

  • Earnings per share: adjusted 37 cents vs. 15 cents expected in a Refinitiv survey of analysts
  • Revenue: $787 million vs. $776.1 million expected in the Refinitiv survey
  • Monthly active users (MAUs), excluding SMS users: 330 million vs. 318 million expected in a FactSet consensus estimate

A Shift in Metrics

One of the most interesting parts of Twitter’s earnings report is the change of metrics. Instead of monthly active users (MAUs), Twitter will now report monetizable daily active users (mDAUs). Twitter says this will better reflect its audience. According to Twitter, this new metric includes “Twitter users who log in and access Twitter on any given day through or our Twitter applications that are able to show ads.”

As Len has said in the past when talking about Facebook, user numbers are great metrics but time on site is incredibly important. While Twitter isn’t giving that information, this new form of user tracking might help ease investor worries. After all, most people understand that there are bots and fake accounts on social media platforms. Now, Twitter is taking a proactive approach of saying, “this is our monetizable userbase”. It might be a lower number, but it is a more direct metric for plotting and growing ad revenue.

Check out our next episode where we’ll discuss a news article covering the Retention stage of The Buyer’s Journey.

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