Our Blog

Small Business Marketing Tips & Advice

Unlock the Secret Potential of Twitter Analytics

Twitter analytics contains valuable information on how well your Twitter account is working to increase your brand awareness. It also provides insight into how far your reach expands into a particular target-market segment. Additionally, this analytics program can provide in-depth information that gives you a big picture idea on whether or not Twitter is a successful social media platform for your business.

What is Twitter Analytics?

Twitter analytics is a tool that the social media giant provides to give insight into how your audience responds to the information that you share. By using this tool, you’ll be able to see data such as:

  • The number of impressions each tweet receives.
  • How many retweets or likes your content is earning.
  • At what point a follower interacted with your tweet. Was it a hashtag click, a profile click or seeing a retweet that another account shares?

Knowing this information can assist you in planning engaging content that works to convert potential customers into loyal clients.

  • It expands your brand awareness within an industry and gives you a good indication as to how well you are performing on this particular social media platform.
  • It pinpoints areas that may need improvement when you see declining analytical data relating to one or more tweets that do not perform as well as projected.

How to Access Twitter Analytics

The goal behind Twitter analytics is for you to easily track the performance of your account and make changes to the content you share when necessary. It is a performance metric that Twitter now offers to all account users where previously, the data was only available to corporate accounts. There are two ways that you can access your Twitter analytics data information:

  • Twitter Account Access:

    Start by logging into your Twitter account from a laptop or desktop computer. Access has not yet become available through a Smartphone or tablet device. Once in your account, click on the small thumbnail image of your profile photo that is in the upper right-hand corner of your account page menu bar. Select ‘analytics’ from the drop-down menu and you will see a 28-day summary of your Twitter activity.

  • Twitter Analytics Website Access:

    You can gain access to Twitter analytics directly from an Internet browser bar. Enter the URL address: analytics.twitter.com into your browser bar and you will go directly to the analytical home page. Here you will find more information on how the service works and the type of data you can expect to receive from your Twitter activity. Sign into the service using your Twitter account name and password. After entering this information, you arrive back at the starting page. Click on ‘get started’ to move to the page where your Twitter activity is showing on the screen.

Summary View

Each analytics access method starts with a summary view of your Twitter activity for the last 28 days your account has been active. On this summary view page, you receive a snapshot of information that provides you with the following:

  • Tweets: 

    The number you see here represents the number of tweets that you create and share with your followers.

  • Tweet Impressions:

    The number you see here refers to the number of Twitter users that came into contact with each tweet that you sent. For your Twitter activity to be successful, this number should be significantly higher than the number of tweets you send out. It also works to provide you with insight into why consumers may see your content yet fail to act on what they see.

  • Profile Visits: 

    You can see the number of times that other Twitter users took a minute to view your profile. If you have a low profile visit number, you can consider making changes to your profile that work to attract the attention of potential customers.

  • Mentions:

    The number you see here is a good indication of how well your audience receives the content that you share. It relates to the number of times that other users add your username to a tweet they send to their list of followers.

Followers: 

Here you will see how many new followers your account has received. If there is a low number showing in this category, you can create a campaign to increase the number of followers your accounts received within the next analytical reporting period.

Top Rankings

Twitter analytics begins to breakdown the details of your account activity by creating a list of top ranking categories that singles out an action which provided the highest level of engagement with your audience. This information is below your analytical summary view. The top categories that Twitter looks at include the following information:

  • Top Tweet:

    Here you will see the single tweet that Twitter records as receiving the highest level of impressions over the 28-day analytical data reporting period. It can give you an indication of the type of content that your audience enjoys seeing come across their news feed. You can work to create future content pieces that mirror that particular tweet.

  • Top Media Tweet:

    A media tweet is content you create that contains a video or image with the promotional message. As part of your analytical data, you receive information on the media tweet that receives the most impressions with your audience. It can help you identify the type of media content that your audience prefers and give you a format to follow on future media tweets.

  • Top Card Tweet:

    A card tweet allows you to add a video or image to a tweet that features a specific call to action, such as requesting users visit your website or sign up for a newsletter. You will see how well each card tweet you create performs and which one receives the highest level of impressions from your audience. It can help you identify how effective your call to action requests resonate with your audience.

  • Top Mention:

    You receive a mention each time another user adds your username to a tweet that goes out to another audience. The top mention analytical data gives you insight into how far your brand awareness reaches within that 28-day period, as mentions can include tweets sent out by other users who may or may not be followers of your account.

  • Top Follower:

    The greatest piece of analytical data that Twitter analytics provide you with is the identification of your top follower. It is an individual user with the highest number of account followers who began following your account within the last 28 days.

Tweet Highlights

At this point, Twitter begins to break down your analytical data into a more specific presentation format. You receive detailed information on how each individual tweet performed over the last 28 days. Your highlights reel features a graphical presentation that shows the total number of impressions your collective tweet activity receives as a whole.

From there, the analytical data breaks down by individual tweet so you can see what performs positively and what could use improvement in the future. You receive the following information for each tweet on your account

  • Engagements: 

    An engagement refers to the number of times Twitter users interact with the content you create. Engagements take the form of retweets, replies, new followers, likes and clicks your tweet receives from your followers or other audience members.

  • Engagement Rate: 

    Your engagement rate measures how many times users retweet, reply, click on or otherwise interact with each tweet on your account. You will see a number measuring each of these engagement activities so you know which ones perform the best and which have room for improvement.

In the menu bar at the top of your tweet highlights page are three additional options that provide more in-depth analytical data for your account. Those options include the top tweets, replies and promotional tweets. Each one further breaks down to display the number of impressions, engagements and engagement rates that each of these actions receive.

Audience Information

At the heart of your Twitter activity is the audience that you interact with and work to convert into loyal customers. Twitter analytics takes a look at this specific aspect of your account and provides you with in-depth information on the demographic and psychographic statistics that your audience represents. You also gain insight into the most popular time of day that your audience interacts with your content. It works like this

  1. The analytical data presentation starts with a graphical look at your audience activity for the life of your Twitter account.
  2. You can hover over any particular date shown on the graph to see how many followers you gained on that particular day.
  3. Below this graph you see an audience overview that details audience information including lifestyle preferences, consumer behavior and mobile footprint insights. You can receive more detailed information on your audience by clicking on any tab that shows in this graphic.

Twitter analytics provides you with a significant amount of information that can assist you in tracking the overall performance of your Twitter channel activity. As you gain an idea on what time of day your audience sees your content and the action they take next, you can create more effective Twitter campaigns that work to expand your market segment reach and capitalize on leads that start from your Twitter account.