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Beginner’s Guide to Twitter Analytics

Monday, July 31, 2017 by

Beginners Guide to Twitter Analytics

Guide to Twitter Analytics

Twitter has become one of the most important channels for businesses to cultivate a presence on. The site has 310 million monthly users, many of which actively interact with brands on the channel.

Brands therefore absolutely need to be on Twitter, but it’s a channel with its own unique challenges. For one thing, it’s especially easy to spend lots of time on the platform without really knowing if you’re getting anything out of it. As you do with all your marketing efforts, you need to gauge how well the work you’ve put into Twitter is paying off.

One of your best sources for doing so is Twitter Analytics.

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How to Access Twitter Analytics

This part’s easy enough, as long as you already have a Twitter account (and you do, right?). On the Twitter Analytics website you’ll either see a button that says “Get Started” if you’re already logged in, or one that says “Sign in with Twitter” if you’re not.

Twitter Analytics Signin Screen

Once you click through (and log in, if needed), you’ll be come straight to your analytics dashboard.

Twitter Analytics Dashboard

There’s a lot of information packed into Twitter Analytics, so let’s take it frame by frame to see which metrics are likely to be the most valuable to your business.

 

Month by Month Highlights

The Home tab provides a quick snapshot of your metrics for the month, including:

  • The number of Tweets you posted that month
  • The number of views your Tweets got (impressions)
  • The number of people that visited your profile
  • The number of times someone mentioned you in a Tweet
  • And your number of followers

Some of these are measures of how active you’ve been, rather than how successful your actions are, but the relationship between the two things can help you better understand what’s working. If your impressions, followers, and mentions tend to go down anytime you Tweet less (which is likely), then it’s important to hold yourself to Tweeting more often.

As you scroll down, you can see the summary of these metrics for past months, along with highlights from each month in the form of your top Tweet (determined by impressions), the most successful Tweet you’re mentioned in (determined by engagements), and your top follower of each month (determined by their number of followers).

Twitter analytics by month

 

What to Do With This Information

Having your monthly analytics on one page helps you see trends. You can see how your results change over time, so it’s easier to measure how well different tactics you try are working. If you just launched a new Twitter campaign and your impressions, engagements, and mentions are up – then you know you did something right.

Those Top Tweets in each month have something to tell you too. When you can scroll down and see what Twitter’s deemed your “Highlights” are for each month, it’s easier to see what the Tweets that are getting the best results have in common. Are they funny? Do they consistently have pictures or video? Are they sharing content? If there are commonalities in the Tweets that get the best results, then you know to keep creating those types of Tweets.

 

Analyze The Success of Individual Tweets

In the Tweets tab, you get to dig in deeper to how your specific Tweets perform. You can see impressions (or how many people saw the Tweet), Engagements (which includes re-tweets, likes, and replies), and the Engagement Rate (the engagements divided by impressions).

Individual Tweet Analytics

You can also see graphs that show your average engagements by day, so you get a snapshot of how often your Tweets are encouraging likes, replies, clicks, and retweets.

 

What to Do With This Information

These metrics can add to your analysis of the types of Tweets that are typically most successful and help you determine if there’s a pattern in the kinds of actions different sorts of tweets inspire. You can measure your specific results against your goals. If your hope is to get more re-tweets or replies, then you can see if you’re pulling those off and which parts of your Twitter campaign or strategy is most effectively getting the results you seek.

In addition, you can analyze the times of day and days of the week that are the best for Tweeting. Knowing when your Tweets get the most impressions can help you ensure the Tweets you consider the best or most important go out at the times of day where they’ll get the most traction.

 

Learn More About Your Followers

The success of your Tweets isn’t entirely about the engagement and impressions each receives, it also depends on who’s engaging with and seeing them. Marketers always have to be concerned about reaching the right audience. The Audience tab is where you get an idea of how well you’re managing that.

This section provides a wealth of demographic information about your followers. You can see:

  • Gender
  • Household income
  • Home ownership
  • Marital status
  • Interests
  • Buying styles
  • Wireless carrier

Twitter follower analytics

Many of these categories break down further. In addition to knowing your followers’ general interests, you can see trends in what TV genres they like, for example.

 

What to Do With This Information

The audience information you get from Twitter Analytics can do two important things for you:

  1. It helps you determine if the followers you have are the ones you want to reach.
  2. It can help your refine your current buyer personas.

If the people interacting with your Tweets and following your brand aren’t likely to buy from your company, then you need to refine your strategy to better speak to those that are.

If you are reaching the right people, this data can be extremely useful to helping you understand them better. You may be able to take what you’ve learned from your Twitter Analytics and use it to improve your approach to reaching your audience on other channels as well.

 

What’s Happening in the World

Unlike the other sections of Twitter Analytics, the Events tab doesn’t tell you anything about your own Twitter performance. Instead, it tells you about what’s going on in the world that people on Twitter are talking about.

Global Twitter Trends

What to Do With This Information

You can use the information Twitter provides here to determine if there’s a trending topic or event that your Tweets should address. The Recurring Trends section also shows common hashtags you can make use of, where appropriate.

Be careful here, since many of the biggest Twitter fails that brands have become known for came from trying to capitalize on a Twitter trending topic that was sensitive. But if you’re thoughtful about it, you can use the information here to make your Twitter campaigns more relevant to the subjects people are already talking about.

 

Conclusion

Like the platform itself, Twitter Analytics is totally free. You can dive into the data and gain new insights into your performance and audience without having to add a line item to the budget. If you’re on Twitter (and you should be), make the information in Twitter Analytics part of the regular analysis you perform of your marketing activities. By measuring what works, you can better plan your time on the platform to ensure you get results.

Kristen Hicks is an Austin-based freelance content writer and lifelong learner with an ongoing curiosity to learn new things. She uses that curiosity, combined with her experience as a freelance business owner, to write about subjects valuable to small business owners on the HostGator blog. You can find her on Twitter at @atxcopywriter.
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