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Twitter Analytics: A Beginner's Guide for Marketers

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Twitter Analytics: A Beginner's Guide for Marketers


In 2022, Instagram remains the most visual-oriented social media platform, with pretty good engagement rates, while TikTok is the shining new network on the social media scene.

Despite this, some brands, like Pinterest, for example, may choose to focus their social media marketing efforts in a different direction, making more use of networks like LinkedIn or Twitter.

After all, it all comes down to picking those particular channels that help your brand get closer to your target audiences.

For brands that have chosen to invest more in Twitter, keeping an eye on the trends and data is crucial to understanding how to improve the tweet’s performance and get better results.

That’s why today, we’ll emphasize the importance of constantly overseeing your Twitter analytics.

We’ll quickly cover the benefits of tracking Twitter analytics, how to access the data, what are the most important Twitter metrics you’ll want to keep an eye on, and much more.

Let’s dive in!

Twitter analytics guide – everything you need to know

  1. Twitter analytics guide for beginners
  2. How to access Twitter analytics?
  3. Twitter metrics to monitor
  4. Twitter analytics for reporting

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 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?

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.”

Here you can see what Twitter analytics are displayed in the overview dashboard.

When accessing your Twitter account 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. Or, in other words, 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.

Here you can see how the tweets analytics section is displayed in the native Twitter analytics interface.

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 this data, 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.

Here is a display of the Twitter video analytics available in the native app.

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.

Withing this report, your Twitter video analytics will offer you the following information:

  • videos published
  • video views
  • completion rate
  • retention rate

Twitter analytics reports by video or by day are also available for download inside this Twitter analytics section.

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

By focusing on this data when doing your social media reporting and coming up with some actionable insights based on the analysis of these metrics, you’ll most certainly boost your account’s performance in the future and also win over your clients.

4. Twitter analytics for reporting

Your social media reporting can get a lot more value if you’ll add some Twitter analytics for another account or even more. Of course, we’re not talking about randomly chosen ones.

Including your competitor’s Twitter analytics in your Twitter performance reports can help you gain a deeper understanding of the content pillars you should be working on more from now on – whether it’s content diversity, post layout, and so on.

Identifying positive and negative points in your competitor’s Twitter strategy is a great starting point for your page’s optimization.

You can also take inspiration from other accounts that are not your main competitors but seem to be doing a great job on Twitter.

For example, in 2021, the jewelry industry had an engagement rate three times bigger than the platform’s average engagement overall.

So, taking a look at some brands within the industry can prove very inspiring for your Twitter content strategy in the future.

Important to mention is that if you want to get Twitter data for other accounts but your own, you’ll need a Twitter analytics platform.

Besides, one of the main advantages of a third-party Twitter social media analytics tool is that it can get you some extra information compared to the native Twitter analytics dashboard.

Here you can see how the Twitter mentions analytics are displayed in the Socialinsider dashboard.

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?

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