Are you keeping careful track of every social media post and its subsequent reactions on every platform you’re on?
Do you know whether images, videos, or text work best in Tweets? What types of content your Twitter followers want to see, or which hashtags will get you the most reach with the right audience?
Twitter Analytics can help you answer all of these questions, giving you exceptional insight into not only how your content is performing, but why it’s getting the results that it is.
Twitter has even updated its native analytics platforms over the years so that it’s even more helpful, with an improved interface and more data.
In this post, you’ll learn how to improve your marketing campaigns with Twitter Analytics, including an in-depth tutorial of how to use it, a discussion of whether you should use third-party tools, and an explanation of how you can use the data to improve your campaigns.
What Are Twitter Analytics?
Twitter analytics can refer to any data about your performance on Twitter, focusing on key metrics.
That being said, Twitter Analytics most often refers to the native on-platform analytics data that are available to all profiles for free.
This tool is always accessible, and it can give you information about how your Tweets are performing on the platform, along with giving you insight into what factors are affecting your campaign.
You can also gain some information about your audience, too.
How to Find Twitter Analytics
Ready to take a look at your personal Twitter Analytics?
Click on your profile picture in the top right-hand corner of the main navigation bar.
This will open the same drop-down menu that allows you to log out or create Twitter Ads. Find the tab that says “Analytics” and click it.
This will open your analytics dashboard in another tab.
What You Can Learn from Twitter Analytics & How to Apply the Knowledge
After the most recent update, there’s a lot you can learn from the new Twitter Analytics.
To keep it simple, we’re going to break each tab down into its own section and discuss how to use the information accordingly.
You’ll start out on your main dashboard.
Other analytics sections can be found under the tabs
Twitter Analytics: The Dashboard
The home tab will give you an overview of your on-platform performance. This tab is great for a quick review of what’s been happening on your profile lately.
You’ll be able to see information on a 28-day summary for:
- Number of tweets you’ve published (and how it compared to the previous 28 day period)
- Tweet impressions (and how it compared to the previous 28 day period)
- Number of profile visits (and how it compared to the previous 28 day period)
- Number of mentions from other users (and how it compared to the previous 28 day period)
- Number of followers (and how it compared to the previous 28 day period)
- Top follower
- Top tweet
- Top mention
- Top media tweet
This tab is a great overview, general health tab. It’s kind of like getting your vitals taken and being weighed when you get to the doctor’s office. It’s pretty baseline stuff, but it gives you an idea of what’s going on recently.
Twitter Analytics: the Tweets tab
Your Tweets tab is going to give you data about the general performance of your total tweets and of the individual performance of specific tweets.
Under this tab, you’ll be able to see the following information for each individual Tweet:
- Total impressions
- Total engagements
- Engagement rate
On the side of the dashboard, you’ll be able to see the total average engagement rate, the number of link clicks, and the average number of link clicks per day within a set period. The default period for this is 28 days, but you can change this.
This information can tell you a few things. You’ll be able to see which Tweets are getting the most results, which can start to help you see patterns in why certain types of content get more engagement or clicks than others. You may notice that Tweets with visual components have more Retweets or clicks, or that those that utilize certain hashtags have higher impression counts. Use this information to gauge what topics and Tweet formats your followers most want to see.
Twitter Analytics: the Audiences tab
This is the section where you can learn all about your audience. And I can hear you, Facebook fans, in the back; yes, even if you’ve already got in-depth knowledge about your Facebook audience from their Insights, you still need to look at this tab, too. Different audience niches, after all, may gravitate towards different platforms. Understanding who is where should absolutely affect what content you share to which platforms.
Under this tab, you’ll be able to learn all of the following information about your audience:
- Their interests
- Lifestyle information
- Homeownership status
- Languages spoken
- Household income
- Consumer buying style
- Mobile carrier
This is one section that’s majorly been fleshed out in recent updates. You can learn a lot about your audience here, which in turn can help you create better content and to develop more accurate buyer personas. This will help you sell more and better connect with your audience because you’ll understand them more, too.
Twitter Analytics: the Events tab
When I first saw this, I wondered when I missed the release of a Facebook-like Twitter event, but then I realized the information is really about general events and holidays.
Under this tab, you’ll be able to take a look at big events coming up soon, and what kind of impact they could have on your campaigns. You’ll see the total number of Tweets and the total reach/impressions these holiday topics could generate.
When you click on a specific holiday, you’ll be able to see more detail, including who is talking about the event most, and current top and live Tweets surrounding the topic.
Twitter Analytics: the Videos tab
Ok, so I’m awful at my own personal Twitter marketing, so I haven’t published any videos on my own account and therefore don’t have a screenshot for this one.
But I can still tell you what this section of the analytics covers and how to use it to improve your campaigns.
In the Videos tab, you’ll be able to view the performance of specific videos, including the number of views on both organic and promoted videos, and the viewer completion rate for each. You’ll also get to see the total number of minutes of video viewed by your followers in the past 28 days, and the average number of minutes of your videos users watched daily.
Thanks to The Buffer Guide to Video Metrics (definitely worth a read) I can show you what I’m talking about:
Despite my neglectful and shameful management of my own Twitter, videos are so important.
And understanding how your audience is interacting with your videos? Even more important.
You want to know which videos have higher viewer completion rates and engagement rates.
Look for trends.
Are shorter videos doing better than longer ones? Are certain subjects or styles of videos performing better?
Twitter Analytics: the Conversion Tracking tab
The conversion tracking tab is one of the newest, but it’s so helpful. Previously, we were only able to get data about off site conversions from ad campaigns if we had Google Analytics up and running, but this is great to have on-platform.
This tab will show you what conversion events you have available to run. You can create multiple conversion events, which you’ll track by installing the pixel onto your site to track user activity after they click on an ad. This tool also, however, allows you to create Tailored Audiences off of website data and users taking certain actions.
There isn’t a lot you can learn here, but you can review what conversion tracking tools you have in place.
Should You Use Third-Party Tools?
While Twitter’s native analytics platform has definitely improved over the years, some marketers (including myself) sometimes prefer third-party analytics tools. These tools often have more data available than the native platforms, or can offer additional insight.
Hootsuite, which is a social scheduling and management platform, is the go-to third-party analytics tool we recommend for our AdEspresso readers, hands down. It’s got a great interface, and it gives you all the information available through Twitter’s native analytics and then some.
In addition to the above info, you can also get data on:
- How long it’s taking your team to respond to and resolve Tweets and private messages
- More detailed metrics tracking
- Conversions, including sales and revenue tracking
Hootsuite plans vary in price and what they offer, but they start at $19.99 a month following a 30-day free trial. You can learn more here.
For every marketing campaign you run, you should be monitoring it closely with accurate analytics.
That goes for Twitter, too, even if you’re using it sparingly and mostly with the focus of distributing content or brand announcements (which shouldn’t be all you do, but that’s another post.)
Twitter’s onsite analytics can give you great insight into how your campaigns are working, including which types of Tweets are performing best and why.
You can find patterns and trends in content type, medium, and more that will help you create better content in the future.
And since this often directly ties into your content marketing strategy, it can give you some great ideas of where to take that next, too.
What do you think? Do you make careful use of Twitter Analytics? How do you use the information to advance your marketing campaigns? Do you use it to help improve your Twitter Ads, too? Share your thoughts and questions in the comments below!