The complete guide for Twitter Analytics

The complete guide for Twitter Analytics

Tracking your brand's Twitter analytics is an important part of any company's social media strategy . This is because Twitter analytics provide key insights into how your audience engages with your content, what content performs best, and whether your brand's social media strategy works.

If you're not already using Twitter analytics, you're missing out on key Twitter insights that could help you refine your strategy and maximize ROI.

In this comprehensive guide you will learn:

  • What are Twitter analytics.
  • Why you should monitor Twitter metrics.
  • Which Twitter metrics are the most important to monitor.
  • How to use Twitter Analytics.
  • And what tools you can use to keep track of important information.

What are Twitter analytics?

Twitter Analytics is a built-in data tracking platform that shows specific information about your Twitter account and activity. It is very similar to Facebook analysis Instagram analysis or Google analysis using graphs and reports to show important metrics.

Since 2014, Twitter analytics has been available for all accounts, from corporate accounts with huge following to personal accounts with double digit followers.

Using Twitter Analytics for business is a bit like getting a monthly Twitter Analytics report card. Twitter compiles an easy-to-understand summary that shows metrics like Tweet impressions, mentions, profile visits, highest follower, top mention, highest tweet, and highest follower.

Twitter metrics are covered in more detail below. But here are the dashboards and metrics available through Twitter analytics in a nutshell.

1. Twitter Analytics Home Dashboard

  Twitter Analytics Home Dashboard

This is the dashboard you will first see when you open Twitter Analytics. Here you will find a snapshot of key metrics, called Tweet Highlights, for each month. This includes:

  • Your main tweet.
  • Your main mention.
  • Your main follower.

Next to this is a summary with further insights on Twitter for the month such as:

  • The number of tweets you have sent.
  • The number of hits your Twitter profile has received.
  • The number of mentions received by your account.
  • How many new followers have you gained.
  • Your impressions on tweets.

2. Tweet Activity Dashboard

  Tweet Activity Dashboard

Shows your brand how your tweets have behaved over a certain period of time. The chart provides a day-by-day breakdown of impressions over a 28-day period or any time period chosen using the calendar date range button. Find metrics like link clicks and likes per day here.

You'll also find Twitter insights for individual tweets, such as:

  • Impressions.
  • Involutions.
  • Involvement rate.

3. Video Activity Dashboard

Find this dashboard by going to More in the menu and selecting Video from the drop-down menu.

 Video Activity Dashboard

This dashboard looks a lot like the Tweet activity dashboard. The only difference is that the Twitter metrics in this dashboard are only for videos posted using Twitter Media Studio and Twitter Ads .

Important metrics your brand can analyze here include:

  • Number of video views.
  • Video completion rate.
  • Total minutes of video viewed.
  • Video preservation.

4. Conversion Tracking

 Twitter Analytics Conversion Tracking

 Twitter for Business Export

Source: Twitter for Business

Brands The fourth dashboard found in Twitter Analytics is the conversion tracking dashboard.

This dashboard shows brands how their Twitter ad converts into action, such as installations, registrations or purchases. Setting up a website tag allows brands to access website conversion tracking analytics .

5. Audience Information

In January 2020, Twitter removed audience information.

Used to list information about your Twitter followers' demographics, including their interests, consumer behavior, demographics, mobile usage and more yet.

6 Benefits of Using Twitter Analytics

Using Twitter Analytics for businesses helps brands make data-driven decisions about their social media strategy. Armed with data, brands can optimize Twitter campaigns for better results and more followers.

Find out which content works best

Do your followers prefer tweets with GIFs or photos? Are they more likely to commit if you share a survey or when you write a question? Do you know if your followers retweet your content more often if you share a link or if you share a video?

Don't guess what your followers like. By tracking important Twitter metrics like top tweets, engagement and impressions, you have quantitative data that shows which type of content resonates the most with your followers.

Create your own social strategy to do more of what works

Knowing what kind of content performs best can help you incorporate more or less the same into your social media content calendar .

Basically, Twitter metrics tracking helps brands cater to their content to their audience and give followers more of what they want. [19659002] For example, the Toronto International Film Festival often uses video clips in its tweets. In addition to being a brand for a film festival's Twitter account, this social strategy is likely repeated because it works well for engaging TIFF's Twitter audience.

View templates and make decisions based on data

Regular check Your brand's Twitter analytics report makes it easy to see patterns and trends.

For example, you can see if a Twitter poll was a one-off success or if the polls always have high engagement. You can see if tweets posted on weekends perform better than tweets posted on weekdays. Seeing trends and identifying patterns can help companies make decisions about creating and publishing future content.

Track Your Audience Growth

Twitter analytics helps brands track follower growth reliably. This is because the Twitter Analytics homepage dashboard provides information about new followers in the Twitter Analytics report generated each month.

Tracking this in Twitter Analytics, instead of trying to remember if the number of followers on your Twitter profile is increasing every week, is a quantitative way of seeing how your brand's presence on Twitter is growing and thereby reaching more potential customers.

Some brands incorporate contests, discounts, or giveaways when they have reached a new follower milestone. This is another way to increase Twitter engagement:

Post on optimal days to increase the chances of reaching the public

Not are you sure of the best time to post your content on Twitter ? Not sure which days your Twitter followers are most likely to see and interact with your tweets? Tracking Twitter analytics means your brand doesn't have to guess.

For example, if you see Twitter engagement and impressions peaking every Friday, always schedule and post posts for Friday. If your Twitter analytics impressions are lower on Sunday, avoid posting content that you want many of your followers to engage with that day. This way brands reach better and communicate better with their followers.

See how your ad campaigns are doing

If you are investing your money on your tweets, you want to make sure you get a good return on investment .

Twitter analytics can show you the comparison between your paid ads and your organic tweets. You will see how much your ad dollars are expanding your overall reach. You can also use Twitter's analytics tools to compare the effectiveness of different Sponsored Tweets.

For example, Google Cloud would monitor the performance of this Sponsored Tweet by checking its Twitter metrics:

 Google Cloud Sponsored Tweets Twitter Metrics

Source: Google Cloud Twitter [19659091] 10 Twitter Metrics That Matter

If you're not sure how to start tracking Twitter analytics, here are the important metrics to start tracking.

1. Top tweet

What it measures: The tweet that got the most impressions in a period of 28 days or in a given period of time.

Why this Twitter metric matters: This is the tweet that reached the largest audience. It's worth analyzing to see what made it work: maybe you posted the tweet at the right time of day, used the right hashtags and included interesting content that encouraged re-shares. If you know what went into that top performing tweet, you can replicate its success for future tweets.

2. New Followers

What it measures: The number of new followers your account has acquired over a 28-day period or a specific time period.

Why this Twitter metric matters: When your brand gets new Twitter followers it means that another Twitter user sees value in your content and wants to see more of it. Basically, a follow is a longer-term commitment than a like or a retweet. If your follower count is rising, it's a good sign that your Twitter strategy is working.

3. Top Following

What it measures: This is a new follower you have gained in the last month that has the most followers.

Why this Twitter metric matters: This Twitter insight shows which of your new followers has the greatest potential for expanding your tweet exposure through retweets and comments. You may want to monitor them for potential influencers and brand advocacy campaigns .

4. Main mention

What it measures: A tweet posted by another Twitter user who tagged or mentioned you and had the most impressions in a 28-day period.

Why does this Twitter metric matters: Interact with this tweet! If that's a positive mention, be sure to thank the person and keep them on your radar for future collaboration. After all, they've expanded your reach more than any other Twitter user this month. If there is a negative feeling, contact us and see what you can do to mend the relationship.

5. Impressions

What it measures: The total number of times a tweet has been viewed.

Why this Twitter metric is important: This metric shows brands the total number of people who see the content you are posting, including those who don't interact with it. (Realistically, not everyone who sees your tweet will like, retweet, or comment.) This Twitter metric is most effective when you consider it with engagements, in order to get your engagement rate.

6. Engagement

What it measures: This Twitter metric shows brands how many times people have interacted with your tweet. This includes everything from retweets to likes to followers.

Why this Twitter metric matters: If no one is involved with the content you post on Twitter, you are talking on the spot. Social media should be social – and that means having two-way conversations!

Keeping track of the tweets that generate the most engagement and knowing the type of response they get is a good way to know what works in your social media strategy.

7. Engagement Rate

What it measures: The number of engagements, divided by the number of impressions received by a tweet.

Why this Twitter metric matters: Engagement rate gives brands a clear picture of just how engaging a tweet really is. This is because it takes into account the number of people who saw the tweet and the number of people actually engaged.

When tracking the rate of involvement over time, pay attention to spikes and dips. Analyze what worked well that may have contributed to a high engagement rate. When tweets have a low engagement rate, consider what you can improve next time to increase Twitter engagement.

8. Link Clicks

What it measures: The number of times Twitter users have clicked on a link or website tab in your tweet.

Why this Twitter metric matters: This Twitter insight shows you whether your followers are choosing to engage with the content you share by taking them off the social media platform.

For example, if you frequently share links to your website or your brand's online store, a high number of link clicks shows that people are choosing to engage with your brand beyond Twitter.

9. Cost Per Result (CPR)

What it measures: An average of how much you pay for each action a user takes after seeing your ad.

Why this Twitter metric is important: Each campaign goal is associated with a billable action. But you are only charged when the action occurs. For example, if your campaign goal is video views, you will only be charged when someone views your video. CPR tracking will help you manage your advertising budget.

10. Conversions

What it measures: This Twitter metric shows brands how their Twitter advertisement converts into action, such as installations, registrations or purchases.

Why this Twitter metric matters: Shows brands how followers interact with their Twitter ads after clicking on them. From Conversion Tracking Dashboard displays metrics such as post-view conversions, transaction values ​​and total sales. This is where you'll mostly see clearly where your tweets generate ROI.

How to use Twitter Analytics

In the Twitter Analytics dashboard

1. From the Twitter home page, click More. This is the three dots icon above your avatar and the blue Tweet button.

 Twitter home page More button

Then choose Analytics from the menu.

 Twitter menu analysis button

2. This will open the main Twitter Analytics dashboard in a new tab. Here, find the Twitter analytics report tab and Twitter metrics highlights for each month.

 Main Twitter Analytics Dashboard 3. Click Tweets in the menu bar for in-depth data analysis. Here you can:

  • Set the date range you want to track or keep it set to 28 days.
  • Click on the options below the graph to analyze Twitter metrics.
  • Export data, by tweet or by day, to be incorporated into reports.

4. Under More in the menu bar, click Videos to analyze metrics on your published videos. And click Conversion Tracking to see related metrics.

 More video menu bar to analyze metrics on published videos

5. To access your advertising campaigns and see how your Twitter ads are doing, log into your Twitter Ads account .

In Hootsuite Analytics

Using a Twitter analytics tool like Hootsuite you can help you grow your brand's social media presence effectively and efficiently.

1. Log into your Hootsuite account. Make sure you have upgraded to Hootsuite Professional Plan at a minimum so that you can access social media analytics.

2. To view Twitter analytics in Hootsuite, make sure you've linked your brand's Twitter to Hootsuite. If you haven't, click Add Social Network, then choose Twitter.

 Add Hootsuite Network Dashboard

3. In the menu bar, click the chart icon to access Hootsuite Analytics.

 Hootsuite Analytics Menu Bar

4. To view Twitter metrics, click the Twitter Overview report. Alternatively, click the plus icon next to Reports in the menu to create a new Twitter analytics report.

 Twitter overview report

5. In the analytics report template, set your preferred date range to view important Twitter information such as the number of tweets, tweet engagement, engagement type and inbound message sentiment for that time period.

 Preferred Date Range of Analytics Report Template

Upgrade your Hootsuite plan to a Team, Business, or Enterprise account to customize your analytics reports.

6. Click the yellow arrow to export the analysis report in PDF, Powerpoint, Excel or CSV format.

 Yellow arrow to export the analysis report

7. Click the calendar and arrow icon to schedule an email report of metrics. This is the top left icon shown in the screenshot below:

 Schedule Twitter Metrics Email Report

This automatically exports the report and ensures your brand team receives consistent reports and updates, weekly or monthly.

Watch this video for more tips on how to use Hootsuite Analytics to see your brand's important Twitter metrics:

4 great Twitter analytics tools

Twitter Analytics and Hootsuite Analytics both give you great insights into your performance on Twitter. But here are some additional Twitter analytics tools you might consider adding to your tracking arsenal.

(By the way, if you're interested in finding Twitter tools that can help your brand with anything from social listening to creating great images for your tweet, check out this post on 40 great tools to help your Twitter strategy .)


Use this tool to get a good idea of ​​who you are Twitter followers are, to identify who your top followers are and to track new influencers who could help you grow your brand. SocialRank also allows you to compare your overlapping followers across two different social media accounts and find your competitors' top followers.


This Twitter analytics tool builds on the social intelligence of Union Metrics to provide brands with a snapshot of trends tweets. In addition to Twitter analytics reports, use this tool to search for hashtags, links, and keywords.


Twitter analytics tools don't have to be just for tweets and video performance. You can also get hashtag data. TrackMyHashtag can help your brand download data on a branded hashtag you created, track your competitors' keywords and hashtags, and more.


Keyhole provides hashtag analysis and keyword tracking, but is also a great Twitter analytics tool. Keyhole also compiles social media reports, analytics and mentions.

Once you delve into the world of Twitter analytics, you will see that it is not intimidating at all. And once you start tracking key metrics effectively to make data-driven decisions, it will pay off big for your brand!

Get insights into your performance on Twitter and the performance of all other social media platforms — with Hootsuite Analytics. Try it for free today.


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