How Does Twitter Analytics Work?

23 Aug 2016

With the amount of content that’s being published on Twitter daily, it is crucial that you are able to see the feedback and engagement from your audiences on the content that you tweeted. This is where Twitter analytics comes into play.

You will find the analytics in the top right corner of Twitter homepage just under your profile picture.

The Home Tab

This is where you can see a 28 day summary of your tweets. This includes the number of tweets published, tweet impressions, profile visits (including both desktop and mobile users), the number of followers and the number of tweets linking to you.

Twitter will also give you a percentage on how these numbers have improved or depreciated in the last 28 days. Meaning that you can have an overview of how your Twitter behaviour changed over months. For example, you will see the month’s most popular tweet, media tweet, your top followers and in some cases - top mention.

Also, on this screen, you will see how many impressions your tweet generated (how many people have seen your tweet, either because they clicked on a hashtag that you used in a tweet or someone retweeted you and they saw it on their Twitter feed).

The Tweets Tab

In this tab, you can change the date range from 28 days to whatever you want it to be. Overall, the aim of this tab is to give an overview of how many tweets you’ve sent daily and how many organic impressions these tweets received.

This allows you to compare tweets from one week to another. If you look at the graph you can see what days are the best for getting impressions or the ones that brought you the most impressions and why.

This tab also provides a sidebar of “Engagements”. This includes an engagement rate, link clicks, retweets, likes and replies.

The Audience’s Tab

The “Audiences” overview starts off by showing your followers’ top interests, demographics, lifestyle and, finally, their mobile footprint (what mobile carrier do they use).

It is crucial that under “interests”, at least the top 3 positions should be taken by followers that are from the market that you aim to target or work in. “The more the merrier” does not apply here when you’re using Twitter as a marketing tool for your business. While follower count matters, it is important that they remain relevant.

The Events Tab

And finally, there’s the events tab. The aim of this is to provide any past/upcoming events that are happening around the world and to engage with them by creating a campaign. Twitter provides you with the category of the event, location, start date and duration and how many people on Twitter follow it.

The allows you to create a campaign around these events and gain more impressions and followers.

The main data that any marketer should look at when analysing their Twitter performance is who are their followers. It is important to make sure that this audience is relevant to your business. After all, these are going to be the people who will drive traffic to your website and potentially convert.

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Jana Parfinovica

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