The Ultimate Guide to Twitter Analytics

By Kevin Strasser

twitter-analytics-feature

Twitter analytics should be a core part of your social media marketing strategy. Marketing followed by concurrent data analysis should go hand-in-hand.

Without identifying what part of your strategy is working and what is not, you cannot improve, grow, and find more success.

Tracking, viewing, and analyzing data associated with your accounts is vital to the success of your social media marketing campaigns. Thus the importance of using Twitter analytics for your B2B or B2C Twitter marketing campaigns.
Luckily, we don’t have to look far to find useful analytics about our activity and engagement on Twitter.

Twitter offers a free tool right within your account. I noticed people often search for Twitter analytics free…so let’s start with what is free.

Twitter Analytics Free from Twitter

In the past Twitter stated that you have to either become an advertiser or be using Twitter Cards but anyone should be able to view their Twitter analytics at https://analytics.twitter.com/.

Just log in with your account and Twitter will then begin to collect and populate data.

If you are setting up a new Twitter account, set a reminder to launch your analytics in two weeks — as I believe it is only available to accounts at least 14 days old.

Twitter Analytics Overview

At top you can see an overall review of your success for the month. You can gain insight on your best tweets, audience growth, and overall reach.

Here are my Twitter stats for September:
The Ultimate Guide to Twitter Analytics: Kevin's Stats

Learn About Your Tweets

You can click on the Tweet Highlights link within your Twitter analytics to display stats on your tweets and see what tweets had the most engagement. I see my ThoughtFlame tweets have performed well.
The Ultimate Guide to Twitter Analytics: Tweet Activity

Twitter Data You Can Collect

You can view data related to your total tweets or click on a individual tweet to see specific tweet information. Useful metrics include:

  • Impressions: number of times your tweet was viewed
  • Engagements: accumulation of likes, media engagements, profile clicks, retweets, and link clicks
  • Engagement Rate: the number of tweet engagements divided by the amount of tweet impressions
  • Link Clicks: how many times the link in your tweet was clicked
  • Retweets: number of times your tweet was retweeted
  • Likes: total number your tweet was liked

Note you can click on a link in this view and get detailed information on that tweet.
The Ultimate Guide to Twitter Analytics: Tweet InfoYou can change Twitter analytics date ranges using the options on the top-right corner of the page. This is also where you export data to track and compare data over time.
The Ultimate Guide to Twitter Analytics: setting dates

How to Use Your Twitter Analytics Information

Look at the data and ask yourself questions:

  • What topics receive the most engagement? Should I tweet more about that topic? Do I see patterns?
  • Which type of tweets receive the most interest? Do they include images? Videos? Links to article? How can I incorporate those elements into future tweets?
  • How does my recent performance compare to past efforts? What change prompted the spike or decline?
  • Which tweet should I promote? If a tweet had a high organic engagement rate, it is likely that it will be well received as a promotion. I believe in Larry Kim’s (CEO of MobileMonkey) philosophy of promoting your unicorns.
  • What time of the day did my tweets get the highest engagement? Should I schedule a tweet every day around that time? Should I stop scheduling tweets at low-performing times?

Look for patterns in tweets that received high engagement and direct your strategy to incorporate the same characteristics of those successful tweets.

Use It To Learn About Your Followers

Data under the Audience tab is helpful for learning about your audience and creating a strategy that will connect to their interests and background.
The Ultimate Guide to Twitter Analytics: Learn about your followers

Data You Can Collect

In addition to being able to see how many followers you have, you can see:

  • Interests: the top interests of your followers
  • Occupation: it would be nice if this was more detailed, what you get is generic
  • Gender: percentage of men and women following you
  • Income & Net Worth: use a grain of salt on this, as Twitter admits they get this info by a partner mashup.

Tools to Supplement Twitter Analytics

If you want to take your Twitter analysis to another level, there are a variety of other tools out there to help you track your data.

While Buffer was created initially for scheduling tweets, they now have good Twitter analytics. If you already are using Buffer, definitely check out your Twitter stats within their tool.

Followerwonk is my favorite resource for understanding what is happening in a Twitter account. The features in Followerwonk make insights more readily available than Twitter’s free analytics.

twitter-analytics-word-cloud

The Ultimate Guide to Twitter Analytics: Word Cloud

Their follower map makes it easy to see where your Twitter audience is. Apparently I am not very big in Hawaii.
The Ultimate Guide to Twitter Analytics: Map
Another valuable Followerwonk feature is the bio word cloud for Twitter followers and a Twitter location cloud. Looks for trends in your Twitter audience. Some may surprise you.

You can also dig into your follower list and order them in a number of ways. I tried organizing Twitter followers for @ThoughtFlame by influence and had a pleasant surprise.

I was pleased to learn about some influential followers of ThoughtFlame I was not aware of.
The Ultimate Guide to Twitter Analytics: List
Another feature I like to use is Compare Users. Here is a chart comparing @ThoughtFlame to a similar account.
The Ultimate Guide to Twitter Analytics: ComparisonI can see that @Quotes has us beat with their audience size and growth, but our tweets are performing better.

That is the it for the TribeBoost Guide to Twitter Analytics. What other tools and programs do you use to organize, analyze, and optimize?

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About the Author

Kevin is the Founder and CEO of TribeBoost.