X recently launched advanced analytics dashboards for premium users and has now previewed a new analytics dashboard specifically for ads. This dashboard will include large performance charts for a quick overview of ad performance, with a more intuitive presentation, easier tabs, and clickable links for expanding datasets, switching between campaigns, and tracking performance.
Despite these improvements, X faces several challenges regarding ads:
- Brand Risk: Brands are cautious about advertising on X due to potential risks from ad placement alongside offensive content and association with Elon Musk's controversial stances.
- Brand Safety: Although X claims robust brand safety processes, third-party reports suggest otherwise.
- Controversial Content: Musk's commitment to free speech, including controversial and ill-informed opinions, deters some advertisers who avoid platforms that facilitate misinformation and conspiracy theories.
The reluctance of brands to advertise on X remains a significant impediment. Although X hopes to win back ad partners with these updates, the platform's reliance on ad dollars and lack of user growth (250 million daily active users for almost two years) pose challenges
X's improved ad analytics dashboard is expected soon, but the platform's success in attracting advertisers remains uncertain due to ongoing concerns about brand safety and controversial content.
