Twitter released documents Thursday related to its upcoming IPO, giving investors, analysts and advertisers the first peek into the company’s financials.
Unsurprisingly, almost all of the company’s revenue comes from advertising, meaning marketers can expect to be courted by Twitter as it looks to prove itself quarter-by-quarter as a public company.
Here’s a look at the numbers marketers need to know about Twitter:
$28,278
Revenue in 2010, compared to 2012 revenue of $316.9 million
87%
Revenue that came from advertising in the six months ending June 30, 2013
$418.6 million
Deficit as of June 30, 2013
75%
Average monthly users access Twitter from a mobile device in three months ending June 30, 2013
65%
Revenue came from mobile in three months ending June 30, 2013
$86,551
Sales and marketing spend in 2012
$69.3 million
Net loss in the six months ending June 30, 2013 (compared to a $79.4 million net loss in 2012)
100 million
Daily active users, compared to 215 million monthly active users
25%
Revenue that came from advertisers outside the U.S. in the six months ending June 30, 2013 (users outside the U.S. make up 77% of Twitter’s monthly active users; international revenue was $62.8 million in the first half of 2013)
$0.80
Average revenue Twitter pulls in “per timeline view,” the ad metric the company is focusing on
