In a world of social media, Twitter is one of the
OG platforms that still gets used by many people. We get great pleasure from reading a Twitter thread about a
heated conversation or diving into those
two a.m. tweets posted without any thought.
Midnight tweets aside, most people using the platform want to grow their
following and
engagement. Whether you are an influencer,
brand, or just another Twitter user interested in seeing those numbers
rise, you can use analytics to help.
You might be asking: How does
Twitter analytics work and how can it help me?
Don't worry! We have the answers! media update's Alrika Möller explains the ins and outs of Twitter analytics here: Let's start with the
Home page.
When you
open the page, you will immediately see a summary of your last
28 days on Twitter. They divide this summary into these five sections:
- tweets
- tweet impressions
- profile visits
- mentions, and
- followers.
Each of these sections will tell you if the number went up or down in a quite fitting
green-for-good and red-for-bad kind of way.
Once you finish obsessing over the numbers in the summary, you can scroll down to the monthly summaries. Twitter is
kind enough to organise your tweets and stats
by month as well, so you can see if you are getting more or less impressions than three or four months ago.
These stats make it easy to see how things correlate to each other and where you need to focus if you want to improve those numbers. If the number of tweets is lower than last month's number, it
can explain why your number of impressions is lower as well.
If you have more impressions but fewer tweets, you can look into:
- the hashtags used
- the type of tweets, or
- the day you posted.
Use these insights to build your strategy going forward.
When we move on to the
Tweets page, things get a little more in-depth.
At the top is an
impressive-looking graph. This graph is not as intimidating as it might seem.
Basically, it gives you the correlation between the amount of tweets posted, with the amount of impressions received for each day during the time period
you selected.
Having all of this in a neat picture, that happens to be
colour coded, makes it super easy to understand if you are a stats novice or visual learner.
The page also provides you with a list of
every tweet posted, as well as their:
- impressions
- engagement and
- engagement rate during the date range you selected.
They make it
super easy to find your most popular or most successful tweets.
Having these numbers is great, but understanding them can be even better! Some tweets have a high number of impressions but
zero engagement. This means a lot of people saw it, but they weren't interested
enough to engage.
A tweet with
low impressions but
high engagement means that most of the users that saw it,
loved it enough to engage. This is a good thing. If you can take that kind of tweet and find the hashtags to increase impressions, you could have a
winner.
This page provides the option of ranking your tweets from most to least impressions, calling it
Top Tweets, but it does not take engagement into consideration.
With all the options for ranking and listing your tweets, you will most definitely find the info that you are looking for to boost your content and following.
Last but not least, we have a
More tab.
This tab gives the
following options:
- videos
- conversion tracking, and
- events manager.
The videos page will show you stats and info
similar to that of the tweets page. The page focuses on video content posted via the
media studio provided by Twitter itself.
Conversion tracking is something that you will need to set up yourself on the
Twitter business site. Once you are all set up and ready to go, you can access all the conversion data regarding Twitter ads.
Event manager is for Twitter users that enjoy using the
event targeting tool on Twitter. Here, you can:
- manage all your scheduled events
- see what is upcoming, and
- see the stats for your past Twitter events.
All of these pages and tools are created so that you can
tailor them to your Twitter profile and the tools that you use or the stats that you need.
Twitter analytics can be a very helpful tool to grow your page. Do you agree and have you used it before? Let us know in the comments section below.
*Image courtesy of Canva