Understanding Twitter app analytics can benefit all businesses, irrespective of their nature or size. A tool introduced in 2014, Twitter Analytics can be accessed by all Twitter users, who wish to discover details about their Twitter accounts and audience.
By allowing you to view and track your key Twitter metrics (such as the number of followers, engagement rate, impressions of your posts, and the number of retweets), Twitter App Analytics can make your social media strategy highly successful. You can use the data to optimize your Twitter campaigns and get better results.
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What Exactly is Twitter App Analytics?
Twitter Analytics refers to a data dashboard that you can use to track the performance of your Twitter account. If you have already implemented a social media strategy, Twitter Analytics can tell you how well it has been working. It also helps you identify the tweets that were loved by your audience and who your most loyal followers are.
Twitter is a highly popular social media app, with at least 500 million tweets being posted every single day. That makes 6000 tweets every second! So if you are not using Twitter Analytics to track your metrics, it might be high time.
So, what are these metrics that Twitter allows you to track?
If you take a look at your Twitter Analytics dashboard, you will see a few metrics as mentioned below:
- Impressions: Tweet Impressions refer to the number of times a particular user might have seen your tweet or name. You can increase your Tweet impressions by tweeting more frequently, using tweets your audience might like.
- Reach: Reach is the number of users who might have seen the impression of your tweet in their timeline. You can try Tweet Ads to ensure your tweets reach out to more people.
- Engagement: Tweet Engagement refers to the number of interactions received by your Tweet. This includes likes, mentions, and retweets of your post across Twitter and new followers, if any. To increase your Tweet engagements, try changing the format and subject matter. You can even add a photo or a video to your content.
- Engagement rate: The rate at which your audience interacts with your posted content—how often they like, comment, or retweet your tweets. The number of engagements divided by the number of impressions will give you your engagement rate.
- Top Tweets: Your analytics dashboard will show your Top Tweets as well as your Top Media Tweets (based on impressions) of the month. Put your Top Tweets together and identify the trend in them. Find out which date and time you posted these tweets.
- Optimize your Twitter strategy by using these insights.
- Mentions: The number of times your name has been mentioned in tweets. Engage with these users so that Twitter can keep prioritizing your tweets.
- Followers: Number of people who have subscribed to your Twitter account. To gain new followers, you can run a followers campaign.
Why should you track the data within your Twitter Analytics?
You can get many benefits by tracking the data from your Twitter Analytics. For one, you get to know what kind of content hits the mark with your audience. Is it text, photos, or video content? Or is it a combination of all?
Twitter Analytics will also help track your growth on Twitter by showing you the number of followers you may have gained or lost in one month. You can also compare your growth trends over a certain period.
How to use Twitter Analytics?
Anyone can use Twitter App Analytics for free, be it an individual or a business enterprise. Using Twitter app analytics gives you a complete report of all the activity in your Twitter account.
To use Twitter Analytics, you must first log in to your Twitter Account. Then, on your main screen, go to the menu on your left side. Click on ‘More’ and select ‘Analytics.’
The first thing you will see after opening your Twitter Analytics is your monthly dashboard. This is like your monthly report card that shows all your Twitter statistics. These include:
- the number of tweets you may have posted during the last 28-day period
- the number of impressions these tweets have received, the number of mentions
- the number of profile visits
- the number of people who may have followed or unfollowed your Twitter account.
You also get to see the change in engagement compared to the previous month.
If you click on ‘View Tweet Activity,’ you can see how many impressions, engagements, and link clicks, a particular Tweet might have received in a month. It should tell you how well your audience has received your tweet.
If you click Tweets in the menu on top, you will see something called ‘Tweet Activity.’ Here you can see all your tweet metrics in the form of a bar graph. You can change the time period here to find out how well your Tweet has done over time.
Below this graph, you can see your Tweet engagements, impressions, and your Top Tweets. Twitter engagements are further broken down by metrics such as Link Clicks, Likes, Retweets, Replies, and Twitter Engagement Rates. You can track these month after month to compare your progress and performance. As a result, you will have a better idea about the kind of tweets your audience like to engage with.
About Twitter Media Studio
Twitter Media Studio is the latest addition to Twitter. Although very similar to Twitter Analytics, Media Studio focuses more on video content that you share on your account. The dashboard here gives you all details about the engagements and impressions of your video content. You will know what works well with your audience and what does not. You will also understand what time you should be posting your videos to get maximum engagement from your audience.
The Bottom Line
Twitter Analytics gives you all the information you need to know about the performance of each of your Tweets. Understanding how to use Twitter Analytics is one thing, but what matters is how to use the data you get from Twitter App Analytics. Figuring out why and how well your tweets resonate can make it easier to optimize your social media strategy and take your business toward a higher level of success.