In 2023, Instagram remains the most visual-oriented social media platform, while TikTok is the shining network on the social media scene. But how about Twitter? (and Twitter analytics)
Despite this, Twitter is a platform that has proved to keep up with the latest trends. Some brands choose to focus their social media marketing efforts in a different direction, making more use of this platform.
Keeping an eye on the trends and data is crucial for understanding how to improve your tweet’s performance and get better results.
That’s why today, we’ll emphasize the importance of constantly overseeing your Twitter analytics.
Let’s dive in!
Twitter analytics guide - everything you need to know
1. Twitter analytics guide for beginners
Twitter analytics consists of all the Twitter data you get about your account when you want to analyze your Twitter performance.
Tracking your Twitter data analytics and monitoring your Twitter KPIs may offer you several Twitter insights that will help you craft content that’s more tailored to your audience’s needs and preferences.
By overseeing the most important Twitter metrics - like your top tweets, profile visits, mentions, or your tweet’s impression number, you can better optimize your Twitter strategy, gain more visibility and grow your account.
2. How to access native Twitter analytics?
If you haven’t accessed your Twitter analytics by now, you’re probably wondering how to check Twitter analytics inside the app, right?
We are here to help!
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On desktop
Well, to look at your Twitter analytics, you just have to click on the option “More” from the left-side menu and select the “Analytics” category.
In your Twitter analytics dashboard, you’ll have three main sections - “Home,” “Tweets,” and “More.”
When accessing your in-built Twitter analytics, the first page you see will be the overview section. Here, you’ll be able to see how your page’s performance has evolved over the last month by monitoring the following Twitter KPIs:
- Tweets:
- Tweet impressions:
- Profile visits
- Mentions
- Followers
For all these Twitter metrics, you’ll have the values for the current 28 days and a comparison of these stats with last month’s one.
You’ll be able to see how much your page has increased or decreased its values for the given KPIs in the last 28 days compared to last month.
The highlight of your top tweet is a good indicator of the content direction you should explore in greater detail, while the display of your top mention can provide helpful insights regarding who you should be collaborating with in the future.
The tweets analytics report shows a default of 28-days data display, but you can switch your Twitter analytics’ showing to either a specific month or timeframe.
In this tweets analytics dashboard, you can take a look at your top tweets, promoted tweets, and replies.
Moreover, here as well are displayed two important metrics that will reveal how well your actual Twitter content strategy works - engagement rate, link clicks, and the number of impressions per day.
Did you know that in 2022 the Twitter engagement rate stands at an average of 0.05%? Check out our social media industry benchmarks study and discover more!
If you need a Twitter analytics report with the data displayed, that’s easy. You just have to press the “Export data” button from the top menu and select how you want your information to be included in the report - by tweet or by day.
Since these days social media is more and more oriented towards video content, there is a dedicated dashboard for the evaluation of this type of content in Twitter analytics.
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On mobile
Unlike native Twitter analytics on desktop, when you access your profile on mobile, you will not be able to see an overview of the entire account.
Instead you will have access to individual post analytics. All you have to do is to check all the posts you are interested in and see how they have performed.
To see Twitter analytics for your posts, you have to click the right figure in the lower menu, under the post, as displayed in the picture below.
Then a new page opens up where you can see the number of likes, comments, retweets, impressions, engagements and profile visits.
Moreover, you can also see which users have clicked the expand button on your Tweet to read the entire post. This signals that they were really curious about your content and that you are doing a good job.
3. Twitter metrics to monitor
When checking Twitter analytics, you’ll find a river of data. However, depending on your business goals and your ongoing social media campaigns, you’ll have to pay closer attention to particular metrics.
For example, if you run a social media campaign that focuses a great deal on video, you’ll first have to keep an eye on metrics like video views and completion rate.
Among the evergreen Twitter KPIs that managers and clients alike want to be kept up to date through regular social media reports are the following:
- Top tweets
- Top mentions
- Impressions
- Engagement rate
- Link clicks
- Profile clicks
- Video views
- Hashtag performance
- Followers’ metrics
- Conversion
- CPM
- CTR
- CPR
By focusing on this data when doing your Twitter analytics reports, you’ll most certainly boost your account’s performance and also win over your clients.
The information provided by native Twitter analytics or a third-party tool will help you come up with some actionable insights based on the analysis of these metrics.
4. Twitter analytics for reporting
Twitter analytics helps you learn how the rest of the online world interacts with and perceives your brand’s content.
This way, depending on the results you score, you will know what kind of approach to have when rethinking your marketing strategy.
Let the metrics guide you into developing your brand’s new social media strategy to attract more people interested in the same industry.
Even if your Twitter analytics dashboard can display a lot of metrics, you should first check top stats.
Those are the most important insights to keep an eye on, especially when you no longer see growth.
Regardless of the fact that you use native Twitter analytics or a third-party Twitter analytic tool, like Socialinsider, you need to focus on a bunch of Twitter metrics to make sure your business is on the right path.
To see how people respond to your content, you could look at follower metrics and metrics regarding your posts like: top follower, link clicks, profile clicks.
Also you should consider interacting with your audience through replies and retweets to better connect with them.
When choosing to post on Twitter, you need to also check your followers’ demographics to see exactly what time zones they are in and what’s the best posting time for most of them.
The best posting time is at 08.00 a.m. on Mondays and Thursdays. So maybe next time when you want to publish content on your profile, you’ll take into account which are the peak hours when your followers are more likely to interact with your posts.
From the whole list of metrics, these are the ones you should keep an eye on:
- Top tweets
- Top mention
- Hashtag performance
If you need more in-depth data to see exactly how your ad campaign is working, conversion, CPM, CTR and CPR should be top of mind.
To see how your media (photos and videos) perform on Twitter, you need to oversee top media tweets, video views, video completion rate, and retention rate.
In case you want to measure your organic Twitter performance, you should check impressions and the engagement rate.
Using a Twitter analytics software like Socialinsider can get you Twitter mentions analytics, Twitter followers analytics, and more!
Final thoughts
I hope this guide to Twitter analytics was helpful for you!
As it's already acknowledged that data never lies, it's safe to say that tracking your Twitter analytics data is the best way to track your account's performance.
There's always room for improving your Twitter strategy; the key is to know where to look.
Trusting your Twitter analytics and the information you get can skyrocket your brand on Twitter to an incredible level! Why not try it?
