Twitter Analytics Basics

In my previous analytics blog, I went over the basics of Facebook Insights and learned how I could use them to create engaging content. Today I will be looking at Twitter Analytics to see how I can use them to help me create more engaging tweets.

First of all, depending on your type of account, you may need to sign up for Twitter Analytics. To do this, you just go to analytics.twitter.com and sign in to your Twitter account like normal. You should now be able to access the Analytics page by going to the Twitter home page, clicking your profile picture on the top right, and selecting “Analytics”.

Basic Functions

The first thing you will see on the Analytics Page is a basic 28 day summary of your profile’s performance. As you can see in the picture below, this includes: number of tweets, tweet impressions, profile visits, mentions, and followers; each with an accompanying graph. To get more in-depth information about your posts, you can click on the tabs at the top of the page to see tweets, Audience, Twitter cards, videos, and tools. I won’t be looking at the Twitter cards today, but let’s see how the other tabs function:

Tweets

Within this tab is an informative breakdown of all of your recent tweets. Here, you can see a graph that shows how many impressions you received each day and below it is a list of each tweet with individual analytics. Using the filters just below the graph, you can sort the list by Tweets, Top Tweets, Tweets and Replies, and Promoted. Individual tweets can also be expanded to see how users have engaged with them.

Audience

In the Audience tab, you can see the number of followers you have gained and lost in the past three months. If you have enough followers, this tab will also show you the interests of your followers and you can compare them to the interests of other demographics. If you don’t have enough followers, you can still research interests by selecting “All Twitter Users” in the drop down menu and selecting personas to see their interests.

Videos

If you decide to include videos in your tweets, using this tab will give you information about the performance of your videos. You will be able to see how many views the video received as well as how many users finished watching the video. This information is useful in determining which types of videos are engaging and which types users tend not to watch.

Tools

The tools tab gives you access to the App Manager, the Event Calendar, and Conversation Tracking. If you haven’t set up Apps or Conversation tags, you will only have a use for the Event Calendar. This tab features a list of events that are occurring around the world which can help you get maximum exposure by scheduling relevant tweets around important events.
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