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How to Use Twitter Analytics: The Complete Guide

Twitter Analytics is a platform that shows businesses insights on how their tweets are performing and whether or not their marketing efforts are paying off. Measuring important Twitter metrics can help you achieve business objectives. It can give you important data to maintain marketing strategies or if you need to find more ways to engage your followers.

In this article, we’ll discuss everything you need to know about Twitter Analytics.

The Primary Twitter Dashboards

Below are the primary dashboards you’ll see on Twitter Analytics:

Home Dashboard

The first dashboard you’ll see after opening Twitter Analytics. It shows you the Tweet Highlights for each month including your top tweet, top follower, and top mention.

It also shows you additional Twitter insights such as the number of tweets you sent, number of mentions or your tweet impressions.

Tweet Activity Dashboard

You’ll need to choose a time frame or date range to view the tweet activity of your Twitter account. It will show a graph of how your regular tweets or promoted tweets have performed. It shows you info and insights on link clicks, like per day, engagement and impressions.

Video Dashboard

Similar to the Tweet Activity Dashboard except that it shows you insights for your videos, not tweets. Videos are published either through Twitter Ads or Twitter Media Studio.

Some of the metrics you can analyze include the video completion rate, video retention and the number of views.

Conversion Tracking

This dashboard shows you insights into how your Twitter campaigns or Twitter ads are performing. You’ll find out if it converts into sign-ups, purchases, or installs. You will need to set up a website tag to access your website conversion tracking analytics.

Audience Insights

This gives you information on your audience or followers’ demographics such as consumer behavior, interests and mobile device usage.

Benefits of Twitter Analytics

Using Twitter Analytics can benefit your brand in six ways:

Find Out What Content Performs Best

Do your Twitter followers prefer tweets with photos or just text? Do they engage with you more when you ask them a question or for their opinion?

The only way to know is by tracking the right metrics such as engagements or top tweets.

Understand User Behavior Patterns and Make Data-Driven Decisions

Are the tweets published on certain days perform better than those published on weekends? Do your Twitter polls get a lot of engagement? Twitter Analytics can identify trends and patterns. You will know when a Twitter user is likely to engage with your tweets. You can use this insight for your future content.

Track Audience Growth

How many followers have you gained after a month or a quarter? Did your marketing effort pay off?

Generate an analytics report each month to find out about your follower information. It’s an effective way to find out how your brand is performing instead of constantly checking or checking your Twitter profile every week or so.

Post at Optimal Times

Are you uncertain about what time you need to post on Twitter? At what time of the day are your followers likely to engage with you?

Tracking Twitter Analytics will show you exactly the best time to schedule your Twitter posts. If your number of impressions peaks every Wednesday evening then posts at that time of the week to improve tweet performance, gain more profile visits or create more brand awareness.

Track Ad Performance

Did your marketing effort work? Have your sales gone up after running a Twitter ad campaign? By checking the Twitter Analytics Dashboard, you are able to track conversions and see if your campaign resulted in more sales for your business.

Connect Metrics to Overall Marketing Strategy

What is the ultimate goal of your marketing strategy? Is it to gain more followers or generate more revenue for your brand? By measuring your efforts using the right Twitter metrics, you would know if your efforts have paid off. Twitter Analytics can show you exactly the type of Insights your brand needs to know in order to help you achieve all of your goals.

Top Twitter Metrics that your Business Should Care About

Here are the important metrics you need to track to help you achieve your goals.

Monthly performance overview

What it measures: It shows you insights on your top tweets, mentions, media tweet or top followers.

Why this Twitter metric matters: You can use the info for improving engagements. If you have a top mention, consider retweeting that. For the top follower, make sure that you engage by thanking the user.

Trend Data

What it measures: It will show you whether your marketing strategies are working or not through key metrics such as likes, clicks, and followers.

Why this Twitter metric matters: Use the trend to help you improve your brand.

Average tweet performance

What it measures: Measures average tweet performance per day, ex: average tweets you earned per day.

Why this Twitter metric matters: You can analyze the performance of each tweet and implement best practices for future content.

Top Tweet

What it measures: Measures tweet that has the most impressions in a given time period.

Why this Twitter metric matters: You can analyze why this tweet reached the largest audience. Did you use hashtags or included an image? When did you post it? perhaps this is the time your audience is likely to engage with you. If you can figure out why this tweet works, then you should be able to implement that in your other tweets.

Top Follower

What it measures: Your new follower in the previous month with the highest number of followers.

Why this Twitter metric matters: This twitter will likely help you create more brand awareness in the future. Consider a collaboration.

Top Mentions

What it measures: A tweet published by another user who mentioned you and has the most impressions on a given time period.

Why this Twitter metric matters: It’s best to engage with this tweet, thank the person or retweet this to your Twitter profile

Tweet Impressions

What it measures: Total number of times your tweet was sent.

Why this Twitter metric matters: This shows you the total number of users who saw your content. Use this with engagements for it to become more effective.

Type of engagement

What it measures: Shows breakdown of engagement activity. You’ll know the type of engagement your tweets inspire.

Why this Twitter metric matters: Likes are good but when you get more retweets or followers, it shows that your posts are engaging enough.

Engagement rate

What it measures: Number of engagements divided by impressions.

Why this Twitter metric matters: This shows you how engaging your tweets are. Try to analyze why this tweet is so engaging. Apply it to your future tweets.

Twitter Like rate

What it measures: Shows you the best tweets by highlighting the tweets that get the most likes.

Why this Twitter metric matters: You can publish similar content to receive more engagement.

Tweet length vs. engagement

What it measures: Shows whether shorter or longer tweets appeal more to users.

Why this Twitter metric matters: If shorter tweets get more engagement, consider posting the same length for future posts.

Tweet reach percentage

What it measures: This shows the percentage of followers you reach.

Why this Twitter metric matters: You can analyze other data such as how your tweets are performing and if they contribute to more likes, retweets or engagements. Then you can implement best practices to improve your brand.

Hashtag performance & comparison

What it measures: Shows which hashtag generates the best results.

Why this Twitter metric matters: You can use similar hashtags in the future.

Video completion rates

What it measures: Gives you information on the number of users who watched the entire video.

Why this Twitter metric matters: It will tell you if the videos you post are engaging enough or not. You can either continue posting similar content or improve your videos for more engagement.

Cost Per Result (CPR)

What it measures: Average of the amount you pay when a user takes action after seeing your Twitter ad.

Why this Twitter metric matters: This will help you manage future advertising budgets.

Conversions

What it measures: This shows how advertising converts into a sale, sign-ups or other action.

Why this Twitter metric matters: This shows you which ads can give you the most return on your investments.

Impressions by time of day

What it measures: Shows best time to post tweets to maximize impressions.

Why this Twitter metric matters: Post on these times to get more impressions.

Link clicks, retweets, & replies by time of day

What it measures: Number of times a user clicked on a link and number of retweets and replies.

Why this Twitter metric matters: Shows you whether users are likely to open content out of Twitter. If users do this, it is likely that they will interact with you outside the platform. Retweets and replies can help build healthy relationships with your followers.

Engagement rate by time of day

What it measures: Shows best time to post tweets to maximize engagements.

Why this Twitter metric matters: Post on these times so more users will engage with your brand.

Best days and times for optimal performance

What it measures: Shows days of week and times where your tweets perform well.

Why this Twitter metric matters: Do an analysis and plan your future posts accordingly.

How Twitter Performance Ties into Overall Marketing Strategy

Whether you want to create awareness for your brand or ready to sell something, Twitter is an incredibly powerful tool. Planning your content well can guide your customer in their purchase journey, or whatever stage they are in the marketing funnel.

Grasp Metric’s Twitter connection helps clients acquire clear insights for their most important KPIs and to help them become better social media marketers. Grasp Metrics can help you take your Twitter performance to the next level with the data insights you need now – in real-time, with easy-to-understand language about the metrics and insights you need the most.