Understanding your Twitter Analytics

13 September, 2019
All about the Twitter metrics offered by the social network itself. Learn to understand them with this article.

Marketing via Twitter is a smart move implemented by countless business. An essential aspect of that approach is using Twitter analytics in order to understand how your target audience is engaging and responding to your effort so you can tweak that approach moving forward.

Are your tweets driving users to your website for example? Here is how a quick guide to understanding and using Twitter analytics:

How can I access my analytics?

The first thing that you want to understand, of course, is how you get access to all the data we are going to be speaking about. That’s easy. Go to the Twitter Analytics page, and as long as you have an active Twitter account, you can sign in using your credentials and you will be immediately taken to your dashboard.

Once on your dashboard you will be presented with a lot of different information, so next let’s look at all the individual components.


What are month by month highlights?

This is a great place to begin because it gives you all the raw data, beginning with how many Tweets you posted that month. Next you will see something called ‘impressions’, which are the number of views your Tweet got (it’s all about those impressions). Next up you will see details are regarding the number of visits your profile has received, the number of times you were mentioned in a Tweet, and then finally your number of followers.

“What your month-by-month highlights give you is quick access to trends. Compare months and see how more or less Tweets affect views and impressions, for example. This is really important information as it’s through this kind of analysis that you can strike the right balance with the number of Tweets you are sending out, for example,” states Oliver Morse, a Twitter analyst at OriginWritings and AcademicBrits.


What is measuring audience engagement?

Audience engagement with your tweets really means sharing it, favoring it, liking it, retweeting it, watching your video, replying to your message, clicking on the link you have posted, and so on. This informs you how successful your Tweets are in getting engagement, which should be your focus.


How can I understand audience data?

The audience tab on your dashboard is a valuable area of information regarding your specific audience. Among the first bits of information you will be presented with is your audiences main interests, your audience size and then the gender breakdown of your audience. This is all incredibly relevant information to find out if your audience is the audience that you have in fact targeted in the first place.


How can I get data within my audience?

Within this audience tab you can then start to run filters which can provide more specific information for your campaigns. For example, “organic audience” will inform you how many people you are reaching directly, and from there you can break it down further into buying styles and interested, for example. This incredible detail of information should inform your approach from thereon in. 


How can I analyze individual tweets?

Among the plethora of information you will come across is information about the success of individual Tweets. The pertinent information here is impressions, once again, engagements, which includes anything such as re-Tweets, replies and likes, and finally your engagement rate, which is simply the number of impressions divided by the number of engagements, to give you an overall success rate. Of course what you are aiming for here is an engagement rate of 100% which means that every tweet you send out gets some form of engagement from your audience.

“This information is so important because it helps to define what kind of Tweets (and content) are getting you those all0impriatnt engagements. You can then redefine your strategy based upon such data”, enthuses Martina Roberts, SEO consultant at PhDKingdom and Next Coursework.


What is Hashtag Analytics?

Hashtag analytics is a great tool for finding out what is trending and also for brining in followers in relation to a particular event, for example. Hashtag analytics provides data on specific themes and can give you detailed data regarding how that theme is being viewed and engaged with.


How can I use conversions data?

Under the ‘more’ tab on your dashboard you will discover the conversions tab which will provide information on how your audience interacts with your promoted Tweets. It’s easy to set up conversion tracking using a single tag in a global heading, and from here Twitter is able to provide you with information that you define, including website visits, purchases, downloads or sign-ups, and within the defined period of time which you set.

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1 Comment

  1. Jeangam Kahmei

    Hey Joel,

    You are absolutely right, marketing through twitter is a smart move by many businesses.

    Twitter analytics is very interesting, every activity we do can be analyzed from it.

    We feel good when we see positive results after spending time on twitter, trying to engage with the followers by replying to their messages, retweeting their valuable posts, and interactions.

    Apart from this, I love the section ‘Explore’. From this section, we can find out the most trending activity of each and every topic.

    Hoping for more interesting features to come up.

    Jeangam Kahmei

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