A Guide to Twitter Analytics

A Guide to Twitter Analytics
March 14, 2017 Madeleine Helme

Most social media platforms have their own analytics tools built into them these days. Social media analytics help you to keep track of your account activity on that platform. This helps you to engage with your audience more effectively and increase your reach online. Twitter analytics give you great insight into your tweets, followers, and your profile in general.

Getting started with Twitter Analytics

Every Twitter profile has its own analytics section. Just visit analytics.twitter.com to access it for the first time, and after this it should appear in your account menu. Like any analytics tool, there’s a lot of information to take in when you first start measuring. Here’s a quick guide to what you need to pay attention to and what it means for your brand.

You’ll notice there are four main tabs at the top of your Twitter Analytics page: Home, Tweets, Audiences, and Events. Let’s see what each of these tabs can show you.

Home

Your Home page is what you’ll first see when you visit Twitter Analytics. This section contains an overview of all of your activity in the last 28 days. This includes how many times you have tweeted, how many impressions your tweets earned, how many followers you have, how many times you were mentioned on Twitter, and how many visits your profile got. With each of these stats, you can also see how much it has increased or decreased since the last 28 days.

You will also see your top tweets, i.e. the ones that have earned the most impressions and engagement, and your top follower. For anyone not familiar with the terminology, tweet impressions refer to how many times your tweet has been shown to another Twitter user. This could include repeat impressions, so does not necessarily tell you how many unique people have seen your tweet.

Tweets

The Tweets tab goes into a little more detail about the tweets you have posted. In this section, you can alter the date range shown to measure your tweet activity in a specific time period. At the top of this page you will see a graph displaying the impression your tweets gained in the selected time period. Beneath this, you can see a list of each individual tweet and a breakdown of their impressions, engagement, and engagement rate.

A tweet’s engagement refers to how many times it was liked, retweeted, replied to, and clicked on. The engagement rate works this figure out as a percentage of how many impressions that tweet earned. From these stats, you can see what kind of content your followers and other Twitter users enjoy based on how much they interact.

To the right of this are more graphs showing how much of each engagement type your tweets earned in the selected time period. You can also export the data contained on this page and download it as a CSV file.

Audiences

On the Audiences tab, you can see how many followers you have, how many you have gained in the past 30 days, and how many followers you gained per day, on average, during this time period. You also get some demographic information on your followers, including their gender and interests.

This information can help you to cater your content to that audience. For example, if your analytics show that a high percentage of your audience are interested in technology, then you could try sharing more tech-related news and events to encourage more engagement.

You can also look beyond your audience at your organic audience. As well as your followers, this category includes any Twitter user that has seen your tweets but does not follow you. You can also look at all Twitter users, with data such as occupation, household income, and education level. You can refine this audience by adding filters.

Looking beyond your followers can help you to identify strategies for attracting more followers. For example, if you see that Twitter users as a whole are interested in music, then you could try adding tweets related to music to your content strategy as a way to attract more followers.

Events

This tab shows you what events Twitter users are talking about. For an event, you can see how many tweets have mentioned it, the reach of those tweets, how many impressions they have gained, and where in the world people are tweeting about it from. This can help you to tap into popular events and experiences that your audience is talking about.

For example, you may visit this tab and see that a lot of people are tweeting about the Super Bowl. You can then join in this conversation by tweeting about it yourself in the hopes of encouraging engagement and conversation.

This quick guide should get you started with understanding your Twitter analytics. Need more help with analytics for social media? You can also read our blog on Facebook Insights.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.