Once you have your data, here are some things you can do to identify why these posts were so successful. Analyze your month-over-month Twitter behavior to identify trends in performance. Track fundamental metrics for any Twitter Profile to compare against your own profiles. With a comprehensive view against your competitors, you can easily benchmark your efforts against the average of the profiles being compared.
When you have enough data, analyze your competitors and think through how you can differentiate your presence. Think about questions like:. Looking at the performance of individual Twitter profiles is important, but you can also analyze multiple profiles at once if you have them. This provides additional data to help guide your strategy. Analyze all of your Twitter efforts at a high level to get a better sense of your overall presence.
Identify which profiles are out-performing and which need more love. In addition to the general age and gender demographic data that Twitter Analytics provides, it also gives insight into what your audience is interested in, their lifestyle type and more. Use Twitter analytics to find individuals in your network who are strong brand advocates or influencers to add to your current influencer programs. From there you can easily start adding more names and faces to your influencer marketing strategy.
Adding hashtags or jumping on hot topic trends can be a powerful way to bootstrap your posts. Not only can you surface the best topics and hashtags, you can track those keywords and hashtags over time. These reports are not only useful for creating new campaigns but also monitoring how well a campaign is performing. Are you and your team creating entire Twitter campaigns?
Those can be tracked with native Twitter analytics or Sprout Social. Tag each outbound or inbound social media message with a single or multiple campaign designations. In a small business setting, being able to quickly pivot is always a plus. Send us an email.
Send us an email Who are you trying to contact? Sales Support Other. Table of Contents 1 What are Twitter Analytics? Twitter analytics and knowing how to use them can change your social media game. What are Twitter Analytics? Who needs Twitter analytics? Anyone with an interest in how their Twitter account is performing should use Twitter analytics.
Check out how the Chicago Bulls use social data to take the guesswork out of what they do. Twitter analytics for practitioners For practitioners , a campaign report helps you understand how well a Twitter campaign performed. Twitter analytics for managers Managers will find Twitter analytics helpful because it measures social ROI of paid and organic efforts and shows how well your team is performing simultaneously.
Why this Twitter metric matters: This Twitter insight shows you whether your followers are choosing to interact with the content you share that takes them outside of the social media platform.
What it measures: An average of how much you pay for each action users take after seeing your ad. Why this Twitter metric matters: Each campaign objective is tied to a billable action. But you are only charged when the action occurs. Tracking CPR will help you manage your advertising budget. What it measures: This Twitter metric shows brands how their Twitter advertising spend converts into an action, like installs, sign-ups or purchases.
Why this Twitter metric matters: This shows brands how followers interact with their Twitter ads after clicking on them. From the conversion tracking dashboard , see metrics like post-view conversions, transaction values and total sales. From your Twitter home page, click More. This will open the Twitter analytics home dashboard in a new tab.
Here, find the Twitter analytics report card and Twitter metrics highlights for each month. Click on Tweets in the menu bar for an analytics deep-dive. Here, you can:. Under More in the menu bar, click Video to analyze metrics on your published videos. And click Conversion tracking to see metrics related to that.
To access your ad campaigns and see how your Twitter ads are performing, log into your Twitter Ads account. Sign into your Hootsuite account. To see your Twitter metrics, click on the Twitter Overview report. Or, click on the plus icon next to Reports in the menu to create a new Twitter analytics report. In the analytics report template, set your preferred date range to see important Twitter insights such as number of tweets, tweet engagement, engagement type and the sentiment of inbound messages for that time frame.
Upgrade your Hootsuite plan to a Team, Business or Enterprise account to customize your analytics reports. Click the calendar-and-arrow icon to schedule an email report of the metrics. This is the top-left icon shown in the screenshot below:. Twitter analytics and Hootsuite Analytics both give you great insights into your Twitter performance. But here are a few additional Twitter analytics tools you might want to consider adding to your tracking arsenal. Use this tool to get a good idea of who your Twitter followers are, to identify who your top followers are, and to track new influencers who could help grow your brand.
This Twitter analytics tool relies on social intelligence from Union Metrics to give brands a snapshot of how tweets are performing. As well as Twitter analytics reports, use this tool to search your hashtags, links, and keywords. You can also get data on hashtags. Keyhole provides hashtag analytics and keyword tracking, but is also a great Twitter analytics tool. Keyhole also compiles social media reports, analytics and mentions.
And once you start tracking key metrics effectively to make data-driven decisions, it will pay off in a big way for your brand! Gain insight into your Twitter performance—and the performance of all your other social media platforms—with Hootsuite Analytics. Try it free today. Get Started. Knowing how the Twitter algorithm works—and how it can help you stand out from the crowd—is crucial information for any social media marketer.
A Twitter contest is the quickest way to get more followers, improve your engagement rate, and increase brand awareness on the platform. This Twitter advertising guide will teach you how to create and optimize successful Twitter ads—from setting up an account to creating your first campaign.
The impressions metric doesn't consider how, or if, those users interacted with your tweet. Therefore, impressions alone should not be a key performance indicator KPI for your social media activity.
But, because they are divided into the number of engagements your tweets have gotten, impressions are still an important number to know when examining your Twitter Analytics.
Well, you can also measure reach on Twitter, and it has an interesting relationship with impressions. While Twitter impressions tell you how many times a tweet has actually appeared on someone's timeline, "reach" tells you how many people, in total, have the potential to see it. This includes those users who don't follow you but follow someone who follows you.
Reach is typically a higher number than impressions. Here are two examples:. Based on the examples above, you can probably tell that reach indicates potential, whereas impressions indicate actual performance. Does that mean a tweet's reach is less important than impressions? Not necessarily. Sure, you might not see your reach displayed on your Twitter Analytics dashboard, but knowing how much exposure your Twitter account is capable of can help you draft accurate goals for the year and adjust your social media strategy to, well, "reach" them.
Tweet Activity is a section of your Twitter Analytics dashboard that allows you to see various metrics related to your tweets' performance in chart form. You can see Tweet Activity for all of your tweets over a set time period, or for a specific tweet since it was published. This is a really common question among social media marketers and brands: What made my tweet take off? Some tools can analyze your Twitter followers and recommend the best day of the week for you to tweet.
There's also research out there showing when people are most likely to be active on Twitter. But of course, the best way to get to know your own audience is from your own account data. You can analyze tweet activity two different ways: in groups of tweets during a set date range, or by specific tweets since their creation.
Here's more information on each method. In the Tweets tab of your Twitter Analytics, you can customize the date range you want to analyze to see when you published your highest-performing tweets:.
Then, to the right of the graph shown above, you'll see how your engagement rate, total link clicks, and total retweets progressed over the that time period.
These three graphs are shown below. In the charts above, each bar or point on the graph considers the total from each day. Consider the green Retweets graph directly above this paragraph. If that Twitter account received 73 retweets total on May 11, it's considering every tweet posted that day. Perhaps three tweets were posted -- the morning tweet earned 10 retweets, the afternoon tweet earned 37, and the evening tweet earned This makes the 73 retweets listed at the end of that graph.
Because these graphs consider daily totals, it's important to tweet at a consistent volume every day, or your tweet activity might become misleading. For example, if you tweet three times a day for the first two weeks of the month, and only twice a day for the last two weeks, your activity graphs might show a steady decline in impressions and link clicks because you've had less output in the latter half of the month.
This is why engagement rate is so helpful -- getting a percentage of engagement adjusts automatically for changes in tweet volume that might occur over the course of a month. Twitter used to allow you to view a tweet's engagement over the course of a day, and I personally think it was a mistake to remove that feature.
I hope they bring it back in an update soon so users can analyze the best time of day to tweet from their account. Nonetheless, you can also visualize the activity of just a specific tweet. To access this data, click the small bar graph icon in the bottom-righthand corner of the tweet you want to analyze, as shown in the screenshot below.
Clicking this icon will open a window showing you this single tweet's total impressions, engagements, likes, link clicks, and more since the tweet was first posted.
This data might just be for one tweet, but don't underestimate its importance. Examining these individual results, tweet by tweet, can give you insight into which types of tweets work and which don't. For example, if you find tweets that promote videos from your YouTube account tend to get more impressions than others, you can invest more into video content as a result.
Twitter's audience data in the "Followers" tab contains a ton of valuable and useful insights. This is where you can really get to know the people who follow you. You'll find answers to questions like: Are your audience members more likely to be male or female?
Which countries and cities are the majority from? What are their top interests? You can also see who your followers follow as well as your follower's top five most unique interests.
Answering these questions can help you better identify what content to create and share on Twitter -- and when to share it. You can also compare your Twitter followers to different segments -- for example, to all Twitter users total:. I'd call myself a Twitter power user now, but it wasn't always so. For several years, I slowly grew my following up to about 8, followers. In the past few years that I've really focused on my Twitter presence , I've picked up another , Now, Twitter allows you to track your follower growth.
Twitter Analytics shows you how many followers you had on any given day with the interactive timeline pictured below. Hovering over various points on the timeline will show you the exact follow count on that day.
It dates back to the day your account was started. If you're seeing blips in your follower count over time, it's important to revisit your activity in those periods and see if you can learn from it.
How often were you posting then -- and what were you posting about? Were you taking the time to reply to folks, too? Answering questions like these can help you explain these blips -- and avoid the same mistakes in the future.
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