Thanks so much for that data point. Is your conversion soft or a transaction?

Impressions work for brand building. If you're Coca Cola, Mars, Frito-Lay, etc... this is meaningful.

But if you're Ferrari, then you want some segmentation, rich old dudes and young kids that might be rich in the future.

Going even further, if you're a small business, you want further segmentation based on locality and possibly other demographics.

AFAIK, twitter sucks at this audience segmentation for advertisers. Facebook does really well at this, but their audience is shrinking and getting poorer.

Twitter traffic doesn't convert. Nobody is looking to execute a purchase in the perpetual 'just looking' phase of Twitter audience.

Brand equity is really the only value of Twitter advertising and this is one of the largest, if not the largest, brand agencies there is.

edit: spelling