Introduction
Why pick Twitter Analytics you ask?
We often find ourselves wondering what kind of content our followers like. What if there is a way to track and see it? If you are one of the people who want to analyze your followers, then Twitter Analytics is the right place for you. Keep reading to find more about Twitter analytics.
In this article, we’ll go through
- What is Twitter analytics
- An overview of the dashboard
- Advantages of using Twitter analytics
- Key Twitter metrics
- Navigating to the Analytics window
What is Twitter Analytics?
Let’s take an example to explain Twitter Analytics. Lisa is a wannabe social media influencer. So, she starts posting digital content daily. Some of her content get many views and some of her content doesn’t get the number of views she anticipated. She feels that it would be great if there is a tool to analyze her followers’ interests.
So, while browsing, she comes across Twitter analytics. Twitter analytics is a tool that helps you to identify the reach of your posts, your followers’ trends. To break it down in simple words, Twitter analytics are like your test reports. You can focus on what you are good at, analyze and improve at other aspects.
An Overview of the Dashboard
The following are the list of dashboards that you’ll see while using Twitter analytics
- Home
- Tweet Activity
- Video Activity
- Conversion Tracking
- Audience Insights
Home
When you first open your Twitter analytics, this is the screen that you will see. This screen shows a summary of your activities and your past month’s report. It consists of Your top tweet, Your top follower, and your top mention. Additionally, it also provides information about Your total number of tweets, Total number of profile visits, Total number of mentions, Number of new followers, and impressions (number of people seeing your tweets) for the particular month.
Tweet Activity
The tweet activity screen shows your performance over a specific timeframe as a graphical representation. You can choose the timeframe using the calendar icon displayed. It also shows the number of clicks and likes for the time frame along with the number of impressions and the rate of engagement.
Video Activity
The video activity dashboard is similar to the tweet activity dashboard except for the fact that this dashboard displays the metrics only for the video contents tweeted. This dashboard displays the number of videos, the number of videos that are completed by the viewers, the retention rate of videos, And total minutes.
Let’s consider the previous example. Lisa tweets three kinds of videos every week. Let’s consider the three types of videos are song recommendation, Food recommendation, and travel videos. Of these three, she wants to know what kind of video connects to people the most. So, when she opens the video activity dashboard, she gets a visual representation of her follower’s preferences, so that she can tweet content accordingly.
Conversion Tracking
This is used to measure the returns on the amount spent on advertisements. This can also be used to accurately find the action the person takes after viewing your content.
Audience Insights
This can be used to view the demographics of the audience, their mobile usage, and their interest. This is crucial for promoting your business. For example, if Lisa’s content is viewed by people in a particular area compared to the people in other areas, she could focus more on promoting herself in that particular area.
Advantages of Using Twitter Analytics
As previously stated, Twitter analytics is similar to your mark sheets. So, the primary advantage of Twitter analytics is that you can find out which type of content performs best and the content that reaches more audiences with the help of metrics like top tweets, Impressions, and engagements.
With these metrics, you can craft your strategy to level up your Twitter game. You can focus more on content that is liked by your followers, compared to the content that is less likely to perform well.
Analyze the trends of followers and make decisions based on data. If you see content with fewer likes or retweets, refrain from posting more content of that type. Instead, focus more on content that is high-performing in terms of likes, retweets, and comments.
Track your audience growth. Do something special when you hit a milestone. Most of the successful brands offer special benefits to their followers, whenever they hit a milestone. This improves your engagement with the audience.
Post more on optimal days. For example, if the number of audiences viewing your tweets is high on Friday compared to other days of the week, save the best content and post them on Friday. Doing this improves the reach of your brand and helps you to improve your engagement with the audience.
Key Twitter Metrics in Twitter Analytics
The following are some of the key metrics used in the analysis
- Top tweet
- New follower
- Top follower
- Top mention
- Impression
- engagement
- Engagement Rate
- Link Clicks
- Cost per result
- Conversion
Top Tweet
Top tweet is a metric that is viewed, liked, or upvoted by a huge number of people within a certain time ( usually 28 days). Why is it important? Let’s take our previous example. Lisa’s travel video of Tokyo is her top tweet of this month. So, she wants to analyze why it worked. Upon analyzing she found out that she tweeted it on Friday, a day when her followers are more active, She used the right hashtags and so it reached an even greater audience,
Most of her audience like traveling and they retweeted it a lot. Like Lisa, we can also derive these key conclusions from top tweets. hence it is regarded as one of the key Twitter metrics
Interesting right, Twitter is fun like that. Itching for more? Learn about the Twitter Algorithm to nail your Twitter game.
New Followers
It shows the number of new followers gained in the last 28 days or in a certain period. As previously stated, Lisa is a wannabe influencer. So when she saw that she had gained over 150 followers in 28 days she was overjoyed. because she knows that a new follower is better than an extra like and retweet. They have liked her content and they have followed her to see them regularly. This also helps her reach an even wider audience.
Top Follower
It shows the new follower who has the highest number of followers. How is this Important? You may ask. Again, let’s take the story of Lisa. Among her new followers, Rose has the highest number of followers and her account is concentrated on Fashion. So Lisa messages Rose about a potential collaboration and Rose agrees. For the collab tweet, They do try on hauls. So, Lisa gets introduced to Rose’s audience.
Some of them come to her account to check out her posts. They find her content interesting and decide to follow her. In this way, Lisa gains additional followers. But remember every action has an equal and opposite reaction, so Rose also gains new followers who came to check out her tweets from Lisa’s account. This is how the top follower metric helped them to gain new followers.
Top Mention
This shows another user’s tweet that has tagged you and has the most impressions. You can reply, retweet, or do anything to engage with this tweet. If it is positive, thank them with a cheerful tone. If it is negative criticism, reply accordingly and try to make amendments.
Impressions + Engagements
What does Impression do? It shows the number of people who have viewed your tweet and engagements show the number of people who have liked, commented, or retweeted it. When Impressions are combined with Engagements are powerful tools in analytics.
Engagement Rate
To come to a clear picture using Impressions and Engagement, Engagement rate is used. it shows the number of Engagements by the number of views. If it is high, maintain the same. else, make amendments in your tweeting patterns taking the tweet with the highest engagement rate as a reference.
Link clicks
This shows the number of times your followers have clicked the links that you have shared in your tweet. This shows whether your followers want to interact with you beyond Twitter or not.
Cost per result
It measures the payment depending on what the user does after viewing your tweet. This is based on your Twitter ad campaign. If your campaign goal is link clicks you will be charged only when someone clicks the links that you have shared.
Navigating to the Twitter Analytics Window
- On your Twitter home page click the more icon
- Then choose analytics from the menu
- This opens the Twitter analytics dashboard screen
- here you can see your analytics report for the last 28 days.
- To explore more click the tweets button in the menu
- Here you can change the time frame, or view your analytics as graphical data.
Conclusion
Thus, Twitter Analytics is highly beneficial to people who want to grow their business by analyzing the customer’s needs. It is the most powerful tool to identify your follower’s mindset and deliver the content accordingly. While used properly, Twitter analytics can help you to grow and expand your business to a greater extent.