How to Use Twitter Analytics
Twitter analytics essentially involves closely analyzing different metrics related to brands’ performance on the platform. This reveals patterns that can help explain why a particular type of tweet is more likely to succeed than others. With this knowledge, brands can fine-tune their Twitter strategy to get the best results.
A lot of existing articles restrict the discussion on Twitter analytics to the insights that can be accessed on the native analytics solution. There’s a very simple reason why this is so - the native analytics solution powered by Twitter is called Twitter Analytics!
At Unmetric, we adopt a broader understanding of Twitter Analytics. This includes a comprehensive awareness of your immediate environment on Twitter in addition to a concrete evaluation of your owned efforts.
1. Track the Growth of Your Followers, Profile Visits, and Impressions.
On the home tab of the Twitter Analytics page, the first thing that you will notice is the display of some vital statistics related to your account. This will provide results related to the change in your follower count, profile views, mentions, Twitter impressions, and more.
It can help you know whether your current marketing strategy is producing the desired results or not.
2. Simply Measured.
A company created by putting social analytics first, Simply Measured offers tracked results for your next marketing campaign. The Social Analytics service gives perspective on how your Tweets are contributing to your marketing funnel.
The competitor comparison report gives insight into what strategies are working for your competitors and which competitors you need to watch. To help grow your brand, the sync to your website traffic includes details on how your Tweets are directly leading to web conversions.
Twitter is only a small portion of the Simply Measured Social Analytics tool. The service includes multiple social channels and an easy look at how they all tie together for a campaign. This is an especially useful tool for enterprise brands that manage multiple marketing campaigns across several channels.
3. Tweet Impressions.
Under the Tweets section, you can find a list of all your tweets and the number of impressions—the number of times users saw your tweet on Twitter. You can see individual tweet performance, as well as recent months' or 28-day overview of cumulative impressions. Capitalize on this information by repurposing tweets that gained the most impressions, or creating tweets on a similar subject.
You can also use the cumulative overview to compare monthly activity. What did you do differently in a month with higher impressions? Did you tweet more frequently? Consider how you can "re-create" months that earned you high impressions. Another option is to try Promoted Tweets, which will help your content reach more people.
4. Measure the Performance of Your Ads.
When you're investing money in Twitter advertising, be it in an ad campaign or by boosting posts, you want to compare ad performance against your regular posts. There's a graph at the top right of the Tweets tab that provides a glimpse of both your paid and organic posts. Get more detailed information by hovering over any given spot on the graph.
Below that, you can click on “promoted” to zero in on your paid posts to see how they performed from both an impressions and engagement point of view.
5. See if Your Ads are Working.
If you’re putting your money where your tweets are, then you’re going to want to know if it’s paying off.
Whether you’re running Twitter Ad Campaigns or boosting a few tweets in Promote Mode, comparing the results with organic posts will help you understand how much bang you’re getting for your buck. Cost per result metrics and conversion trackers will also help with that (find more on these stats below).
6. Learn More About the Interests of Your Audience.
For any marketer, the “Audience” section of the Analytics page holds utmost importance. It doesn’t matter what kind of brand you are managing, you can’t use Twitter as a social media tool without understanding your audience. This is exactly where the Audience section of the Analytics page can help you. Unlike other popular social media platforms, Twitter allows its users to learn more about its audience without using any third-party solution.
After clicking on the “Audience” section, you can view various tabs about the demographics, lifestyle, consumer behavior, and mobile footprint of your audience. From the “Overview” section, you can have a quick glance regarding the interests of your audience. I find the “Lifestyle” section one of the most important parts of Twitter Analytics.
7. Repeat Your Successes.
By using the Twitter analytics tool regularly, you'll soon see what strategies are working best and which one can be dropped. Note the tone and language used in your best-performing tweets, the hashtags you employed, the visuals and/or links included, the day and time, and the call to action buttons. You can now use that information when preparing the content for your upcoming tweets and for scheduling them.
8. Run a Campaign Regarding an Upcoming Event.
If you are using Twitter Analytics, then you will never miss out on any upcoming event. Simply visit the “Events” section on the Analytics page and get to know about all the major upcoming events. You can click on the “Create New Campaign” button to work on a new campaign. If you want to get more information about the target audience of the event, then click on the “View Details” button.
You can also get to know about the recurring trends from here and filter events on the basis of location, event type, dates, and more. In this way, you can handpick the events that will appeal more to your audience.