How does device targeting impact campaign performance benchmarks on Twitter?

Device targeting can impact campaign performance benchmarks on Twitter in several ways, depending on the specific targeting options and creative assets used in a campaign. Here are some ways device targeting can impact campaign performance:

1. Higher engagement rates: Users may be more likely to engage with ads that are optimized for their device. For example, ads that are designed to be mobile-friendly may perform better on mobile devices than on desktop computers. By targeting users on specific devices, advertisers can increase the likelihood of higher engagement rates.
2. Different conversion rates: Users may be more likely to convert on certain devices than others. For example, users may be more likely to make a purchase on a desktop computer than on a mobile device. By targeting users on specific devices, advertisers can optimize their campaigns for higher conversion rates.
3. Different cost-per-action (CPA) rates: The cost-per-action (CPA) rates may vary depending on the device. For example, the CPA rate may be higher for mobile devices than for desktop computers. By targeting users on specific devices, advertisers can optimize their campaigns for lower CPA rates.
4. Different click-through rates (CTR): The click-through rates (CTR) may also vary depending on the device. For example, users may be more likely to click on ads on mobile devices than on desktop computers. By targeting users on specific devices, advertisers can optimize their campaigns for higher CTR rates.

It's important to note that device targeting is just one of many targeting options available on Twitter, and that the impact of device targeting on campaign performance benchmarks will depend on a variety of factors, including the target audience, creative assets, and campaign goals. Advertisers should regularly monitor and analyze their campaign performance data to optimize their campaigns for the best possible results.