X (Twitter) benchmarks

Cultural and news velocity. Inventory quality has fluctuated; B2B and crypto/tech direct-response remain core use cases. Trend Takeovers and Vertical Video are scaling.

Where X (Twitter) fits in your media plan

Cultural and news velocity. Inventory quality has fluctuated; B2B and crypto/tech direct-response remain core use cases. Trend Takeovers and Vertical Video are scaling. See the full 2026 benchmarks report for cross-platform CPM, CTR, CVR comparisons, and the Paid Social channel page for category-level operating playbook.

Calculator for this platform: Try the CPM calculator and the CPA calculator to model how this channel fits your unit economics.

Get full platform data

RGM tracks 20+ ad platforms across 6 channels. For the full benchmark dataset including historical trends 2020–2026, see the 2026 Benchmarks Report.