Before the IG and TikTok craze, many of us spent most of our time on Twitter. With the advancements in both marketing and the Internet, we can now use our Twitter accounts for our digital marketing efforts. One way of ensuring that Twitter is a good platform for marketing campaigns and business is by using Twitter Analytics. Hence, we are going to learn how to use Twitter Analytics.
It is integral for brands and marketers to maximize their use of their Twitter accounts. Fortunately, the social media platform didn’t leave brands and marketers hanging. Twitter responded to their needs by creating Twitter Analytics.
Running Twitter analytics is quite simple, and if you read to the end of this article, you will definitely learn how to use Twitter Analytics.
What is Twitter Analytics?
Twitter Analytics refers to a data dashboard you can use to track an account’s performance. And what can Twitter analytics tell you? It can tell you all the actions and behaviors your audience does when they come across your profile or posts and breaks down the gathered data to help you track your performance and refine your strategy.
The insights that Twitter Analytics reveals can help you forge a social media strategy that works for you and help you optimize your coming campaigns to achieve better results.
How Do I Get Analytics on Twitter?
Does Twitter have free analytics? How do I get one? If you have a Twitter profile, you already have Twitter analytics free of additional charges. Your Twitter analytics login account is the same as your regular Twitter account. For you to get analytics on Twitter, check out these steps on how to access your analytics dashboard:
Go to your Twitter dashboard and click the “More” button on the left-hand panel. The button will bring you to a list of more options, like settings, privacy, etc.
Once you see the other options, select “Analytics.” It will instantly direct you to your native Twitter Analytics dashboard. You can check out an overview of your Tweets and profile’s performance in the 28-day summary section. You can find metrics related to Tweet impressions, mentions, followers, and Tweets.
To check your performance’s monthly breakdown, you simply have to scroll down. You can find your top Tweet, top followers, top mentions, and top media Tweet for every month. In addition, you can also get a summary of the number of Tweets, impressions, profile visits, new followers, and mentions.
To look at more advanced analytics on your Tweets’ performance, click on the “View all activity” tab. Here, you can find a comparison of your Tweet impressions on a particular period.
Why Can’t I View Analytics on Twitter?
Some users encounter several concerns, one of which is being unable to view their analytics on Twitter. On rare occasions, the platform might crash or experience trouble. However, the most common reason why you can’t view your analytics is your inability to meet Twitter’s requirements. The following are Twitter’s requirements for viewing the Tweet activity dashboard:
- Account is at least 14 days old
- Account does not violate the platform’s policy
- Account is not restricted, suspended, or deleted
- Account primarily Tweets in Dutch, Danish, Portuguese, Brazilian, Arabic, Dutch, Danish, Filipino, English, German, Finnish, French, Japanese, Italian, Indonesian, German, Russian, Norwegian, Korean, Spanish, Swedish, Thai, Simplified Chinese, Turkish, and Traditional Chinese
Who is Twitter Analytics For?
While Twitter Analytics is accessible to anyone, it is most useful to those with a vested interest in Tweet engagement rates and overall performance. Generally, the most interested users are managers, agencies, business owners, brands, and marketers.
The said users are the ones interested in determining the Tweets that engage their followers and using the data to optimize their Twitter marketing strategies.
What Insights Can I Gain From Twitter Analytics?
Crafting the perfect Twitter marketing strategy that achieves your objectives is not an easy task. With so many things to consider, it’s great that Twitter gives access to insights to help you understand your followers. All thanks to Twitter Analytics, we can now check the following useful insights:
Just below the Tweets section, you can see all of your Tweets and their corresponding number of impressions. You can assess an individual Tweet’s performance.
To check out your number of profile visits, look at the top of your analytics dashboard. The number is reflective of a 28-day period and gets updated daily. It shows a comparison of the previous 28-day period with a mini graph displaying the data over time.
Similar to profile visits, you can view your mentions for the last 28 days and over time. The top mention will be displayed every month, and it comes with a link to that Tweet.
Engagements and Engagement Rate
Tweet engagements, referred to as the number of interactions of your Tweet, as well as your engagement rates, can be seen in the Tweets section. Engagement rates are computed by dividing engagements by impressions.
In your dashboard’s following section, you can track the changes in your follower count over the last 30 days and the number of new followers you receive each day. To keep your loyal followers and gain new ones, you may run a followers campaign.
Every month, you can see a display of your top Tweets and top media Tweet by impressions on your main analytics dashboard. You can find the specific breakdown of your engagements in the “View Tweet activity” tab.
If your followers engage with any of your ads on Twitter using their mobile phones, then use their laptop to buy (aka make a purchase), conversion tracking will attribute this to your ads. This feature allows you to measure your ad spend returns by tracking your audience’s actions once they view or engage with your ads.
What are Useful Twitter Analytics Trends?
Here are some useful trends to look out for and how these trends can help you manage your Twitter marketing campaign.
It can be easy to miss the bigger picture when you are distracted by your daily social media activities, and social media is a current that flows every so quickly. Hence, it is vital to keep tabs on your data to ensure that you are adapting to those changes. By looking at your trend data, you can measure the success of your strategies and Twitter campaigns.
Once you can find any Trends in your Twitter marketing performance, it will be beneficial for you to understand and dig into the trends. A few helpful questions to ask are:
- What caused the spikes?
- Where will we be in the next days or months?
- When will we achieve our next milestone?
Average Tweet Performance Benchmarking
Setting realistic goals is integral in Twitter marketing. You don’t want to publish random Tweets for the sake of having content. A good way of making sure that you’re investing in the right platform and creating content that speaks to your audience is by benchmarking your performance against averages.
Twitter statistics often fluctuate. However, averages smoothen the fluctuations to make it easy for you to compare your average Tweet performance for the month against the previous month. Then, determine whether or not your Twitter performance has improved.
Hight Tweet engagement rates don’t equal successful Tweet content. Getting a hundred likes with no link clicks doesn’t add much value to your brand or business. But knowing the different engagement types allows you to improve and identify what works best for your brand.
The different Tweet engagement types are retweets, likes, link clicks, profile clicks, detail expands, and media engagements.
The audience of your sharers automatically becomes your audience too. Imagine the number of users you can reach if an influencer with hundred thousand followers retweets your Tweets regularly; you have the potential to reach another hundred thousand.
So, identify your regular sharer with a sizable amount of followers and continue to engage them to improve your reach and visibility.
Hashtags are Twitter’s keywords—they should drive engagement and reach, or you would have to change them. You can figure out your hashtag’s performance by looking at the data on your Analytics dashboard.
To maximize your use of hashtags, you can create a marketing strategy that involves hashtags. One example is creating a trend with a hashtag so that a lot of people will participate, making your hashtag more popular.
What are The Top Third-party Twitter Analytics Tools?
While Twitter’s native analytics tool is already good enough, several third-party analytics tools can help you deep-dive into properties or data that Twitter Analytics can’t reveal as much. To help you out, we have gathered a list of some of the best tools and types of data they’re great for reporting on. The following tools have paid plans, but they also offer free services.
While Twitter’s native analytics tool doesn’t allow data analysis for another account, FollowerAudit is a tool that offers you Twitter analytics for another account. FollowerAudit is a follower tracker tool that helps you track and analyze any public Twitter account’s followers. You can use the tool to analyze another user to learn more about his/her followers. Plus, it can detect false, bot, and inactive Twitter accounts.
FollowerAudit’s key features include analyzing Twitter followers, checking fake Twitter accounts, tracking unfollowers, tracking followers, and comparing Twitter accounts.
The tool is compatible with Facebook, YouTube, Twitter, and Instagram. Klear makes managing relationships with people you want to work with easy and hassle-free.
Know more about the platform throught this Klear review.
TweetReach is a free-reporting platform to help you discover how far your hashtags have traveled and who has engaged with them. Aside from these, you can also view snapshot reports of any Tweet, hashtag, or user using particular keywords so you would know what’s trending in your niche.
TweetReach is helpful for user, keyword, and hashtag analytics.
Twitonomy is a tool that provides a complete portfolio of data on your content and the users you follow. You mostly don’t have to pay any fees to gain access to the data. Plus, there are numerous methods to visualize and report on the insights.
There are plenty of things you can do on Twitonomy, including tracking posts from particular users, getting smarter insights regarding your followers, and many more.
Check out another Twitter growth tool in this Hypefury review.
Alongside giving you engagement metrics behind a hashtag, RiteTag uses data to provide real-time suggestions on what hashtags to use for every Tweet. The platform, with its variety of social networks and marketing tools, gives you the freedom to create tag sets and recommends hashtags related to your post.
RiteTag is a wonderful and cost-friendly tool for your Twitter marketing strategy.
Hashtagify is another tool that focuses primarily on hashtags. It serves a dashboard of data relative to any of your hashtag searches. The tool is compatible with Instagram and Twitter, and it organizes its data into varying visual categories so you can decide on your hashtags.
Hashtagify’s free version offers a lightweight version of the full analytics suite.
What can we get from knowing how to use Twitter Analytics?
Twitter is a prime platform for social media marketing. Thus, knowing how to use Twitter Analytics can greatly benefit your business and increase your ROI. Just remember to establish your goals and be resolute in achieving them.
Now that you already know how to use Twitter Analytics, you might want to learn more about social media ads campaigns through this article, “Social Media Advertising Campaigns: Definition, Examples, and Strategies.”