The Straightforward Guide to Twitter Analytics
“Twitter analytics?” We get what you’re thinking. ” ! “
Yes, it does. Twitter gives you a detailed view of your Twitter account’s performance and all the tools that are available to you.
It is simple to get started on the platform. As long as you have an existing account that’s more than 14 days old and isn’t deleted, restricted, protected, or suspended, just sign in with your account credentials at https://analytics.twitter.com/aboutabout/about.
Log in and click on Get Started for the Analytics homepage.
The account homepage will open. This page will give you a summary of your account and a breakdown of any additional information.
Twitter Analytics Definitions
Before we dive into the analytics platform, let’s define the key metrics Twitter tracks.
Impressions
The number of times users has seen the tweet via Twitter.
Engagements
A total number of interactions with a tweet by users, including hashtags and Tweet expansion link usernames, avatars, and usernames, retweets, replies, likes, and follows.
Engagement rate
Divided according to the number of impressions.
Tweets that link to you
Several tweets linking to URLs using Twitter Cards*.
*Twitter Cards are HTML codes you attach to your webpage. Users who tweet these pages link to them.
Top Tweet
The most viewed tweet.
Top Media Tweets
Tweet the image or video that has received the most views.
Top Card Tweet
Twitter card (linked to your site): A tweet that has the most impressions. Other people tweeting about your content can be included with a Tweetcard attached.
Top Mention
The tweet mentioning your Twitter handle received the most impressions.
Top Follower
The account with the most people following you in a given month.
Logging into your account will bring up the home tab. It shows you a summary listing all tweets, tweet impressions, and mentions. It also displays Tweets that link back to you.
Scroll down for tweet highlights from the past three months as well as the current month. Also, you can navigate to the three other dashboards: Audiences, Twitter, and Events.
Use your Twitter data to learn from and use
Let’s begin with the Tweets data. Click the calendar icon in the upper right corner to change the data.
This bar graph shows the breakdown of tweets (in grey) and their corresponding impressions
Below the graph, a table shows all tweets sent within the given time frame. It lists all impressions, engagements, and engagement rates.
The Sidebar lists engagements sorted by type. Link clicks, retweets, and so on.
What do you do with all this data? Many.
The data can be used to first determine which tweets are most popular and to decide on the best ones to spend money on.
Are you seeing tweets that are performing well but getting few impressions? You should be able to identify these cases and learn how paid promotion can increase impressions and engagement.
You can also identify the most effective types of tweets for your purposes and goals.
Which topics are most popular? Which are the most popular tweets?
You’ll also learn more about the role of Twitter in your overall strategy.
People aren’t interested in your tweets unless they’re celebrities like Kim Kardashian or other big-wigs.
People care about what you have to share and how it fits into their lives. People will not waste their time reading tweets that aren’t funny.
Twitter provided Audience insight about your followers through January 2020.
Learn and Use Conversions
Conversion tracking is available under the “More” tab.
This will allow you to track the interactions of your followers with promoted tweets. Twitter Analytics will show you the conversion rate if someone clicks your tweet and visits your site within the timeframe that you have set.
In the early days of Twitter Analytics conversion tracking required multiple website tags To track as many events as you want, you can now use just one Tag in your global header
After you’ve generated the website tracking code and placed it on the site, you can create conversion events. These “conversions”, or as they are known, can be broken down into the following:
- Site Visit – A user visits your site
- Purchase – An end-user purchases on your website
- Download: A user can download a file directly from your website (think whitepaper, webinar).
- Sign up- A user registers to receive a service, such as a newsletter.
- Custom: This category includes any custom action that is not covered by the preceding.
Be the first person to name your event.
To track website visits to your Fall shirt sale, you can name the event. A site visit would be one example.
Now that you know the event name, conversion metric, and the URL contains: brown-shirts, you can tell Twitter to only track site visits to this page.
Now it’s time to create your attribution window.
This tells Twitter when a view or engagement has passed. These limits will apply to campaign conversions.
Read and accept the terms and conditions. Now you can target specific audiences at your event, or ask Twitter to find targeted audiences for retargeting purposes.
