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Here’s a clever way to use data from Twitter to improve your performance on Facebook.

RecentIy, I was placing a Facebook ad that targeted a very specific audience within the startup world. This was a new audience for my client, so techniques like lookalike audiences and remarketing, weren’t ideal. What to do?


Use the @Handles tab within your Twitter campaign analytics to see which Twitter handles are driving the most traffic to your content.

Getting Audience Insights from Twitter

Eventually I came up with the idea to head over to Twitter and review the data from a campaign I’d activated there a short while ago. That campaign had targeted a much wider audience, including people in the startup world.

When setting up my Twitter ad campaign, I had targeted followers of specific Twitter accounts. When you do that, Twitter lets you see which accounts generated the most clicks to your ads.

That means you can answer the question, “Followers of which handle(s) responded best to my campaign?”

I looked at the top-performing handles in my results. One of those handles was related to the startup world, so I decided to target followers of that handle’s Facebook page in my Facebook campaign. In other words, I had determined that followers of @handle1 were clicking on my ads, so I targeted my Facebook ad to followers of @handle1’s Facebook page.


In my Facebook campaign, I targeted the Facebook page of @handle1 because followers of that Twitter account were responding relatively well to my ad, based on the 6.0% click-through rate (CTR).

The resulting Facebook ad was one of my most successful to date. So it pays to review what’s working on one platform and consider applying it to another.

How about you? Have you been able to apply insights across marketing channels, and if so, how well has this “cross-pollination” worked for you? ♦