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Nerve Centre KPIs · Audit Profile · Sentiment Settings Organic X matters to a merchant when it sends qualified traffic that converts on the storefront. This audit answers: (1) is the OAuth token/account healthy, (2) is X still sending sessions and new users and is that holding vs the prior period, (3) is that traffic engaging and converting (bounce, pageviews, session conversion, cart abandonment, goal completions), and (4) does the channel translate into store sessions and revenue via the analytics / ecommerce siblings.

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What this audit checks

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Authentication & access

  • OAuth 2.0 access token valid (auth on /2/users/me) and not expired
  • Refresh token present so the access token can be re-minted on expiry
  • Required scopes granted (users.read, tweet.read) - else account/tweet cards degrade
  • Connected user_id resolves to a live X account

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Referral traffic & audience

  • X-referred sessions dropped > 20% vs prior period
  • New users from X flat or declining over 30 days (discovery slowdown)
  • Returning-user share from X collapsing (no repeat audience)
  • Real-time active users from X at zero during a known campaign window

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Engagement quality

  • Bounce rate on X-referred sessions above 60% (thin landing-page fit)
  • Pageviews per session below the store baseline for X traffic
  • Avg session duration for X traffic down vs prior period
  • Top landing pages for X traffic concentrated on a broken / low-converting path

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Conversion economics

  • Session conversion rate for X traffic below 1%
  • Cart abandonment rate on X-referred carts above 75% (checkout friction)
  • Goal completions from X traffic down vs prior period
  • High session volume but near-zero conversions (traffic / intent mismatch)

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Cross-channel: social-to-commerce (the killer area)

  • X referral sessions (analytics sibling) trending down vs the twitter/social channel baseline
  • High X referral volume not translating into storefront orders (link/CTA or landing gap)
  • Cart abandonment on X traffic higher than the all-channels store baseline (sibling ecommerce_platform)
  • Top traffic-driving tweets / pages identified - amplify candidates (sibling analytics)

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Severity thresholds

SignalWarnCritical
twi_bounce_rate6075
twi_session_conversion_rate10.5
twi_cart_abandonment_rate7585
twi_sessions-20-

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Data sources

  • GET https://api.twitter.com/2/users/me - Auth + account profile (followers/following/tweet counts)
  • GET https://api.twitter.com/2/users/{id}/tweets - Recent tweets: text, created_at, public metrics, outbound link
  • GET https://api.twitter.com/analytics/referral/sessions - Storefront sessions/users/bounce/conversion for X referral traffic
  • GET https://api.twitter.com/analytics/referral/pages - Top landing pages receiving X referral traffic
  • GET https://api.twitter.com/analytics/referral/sources - X surfaces (t.co, profile, replies) ranked by sessions sent