There was a time when Twitter’s native analytics offering was only available to advertisers, users of Twitter Cards and verified users. But not long ago, access to Twitter Analytics became universal, albeit with a couple of provisos.
This is significant because to use any social media platform effectively you’ll need analytics software to help you divine what is and what isn’t working.
Understanding what’s providing you with a good ROI can be difficult, but Twitter analytics is a powerful (and free) tool. Knowing how to use Twitter Analytics to its full potential is a surefire way to drive engagement on the platform.
How To Use Twitter Analytics
Before you start using analytics to improve and bolster your Twitter efforts, you’ll have to jump through a couple of hoops to get things set up.
- Ensure you’ve logged in to analytics.twitter.com and turned analytics on
- Met Twitter’s analytics requirements
Complete those steps and you should be set up and ready to go. From here accessing analytics is easy; just click on your profile image thumbnail in the top right hand corner of the Twitter homepage and select ‘analytics’.
Twitter Analytics Home
When you first reach the front page of Twitter Analytics, you’re met with a ‘28 day summary’, which offers a top line overview of how you’ve been performing on the platform.
This page is a fantastic way to quickly garner information about what tweets have performed best for you, which mention resulted in the most engagements and which tweet got the most photo or video clicks.
On a very shallow level, then, this screen gives you a taste for what performs well. But you’ll want to dive deeper to discover what has been working best for you.
Analytics Tweet Activity
This is where Twitter Analytics starts to get interesting. Navigate to ‘tweets’, at the top of the page, and you’ll be faced with a summary of ‘impressions’, ‘engagements’ and ‘engagement rate’ for each of your sent tweets.
Quite simply, you can use this information to work out what type of tweet works best for you and at what time of the day. And, if that wasn’t enough, you can track how well (or poorly) any changes you make to your Twitter strategy are going using the bar chart at the top of the page.
Need an even more detailed breakdown? You can select to see what your ‘top tweets’ are, or even download a CSV, which contains even more in-depth insights for you to segment to your hearts content.
Any marketing effort – social media or otherwise – needs a good ROI in one form or another. Being able to capitalise on what works best for you is valuable advantage.
Twitter Followers & Audience Insights
Aside from engagements and impressions, the other main success metric on a platform like Twitter is the number of followers you have. The more followers, the more impressions and engagements you’re likely to achieve.
Setting a daily goal of, say, 10 new followers (for argument’s sake) is a great way of increase the number of Twitter users engaged with you or your brand.
You can, of course, track success week by week using the ‘Tweet Activity’ page, but to get an idea of how your following has grown over time you’ll want to navigate to the ‘followers’ panel for a dose of ‘Audience Insights’.
This area shows you have your Twitter following has grown over the last few months. But, more importantly, it enables you to assess the interests and demographics of those followers.
If 54% of your following is interested in tech news, there’s little point tweeting about food or travel. This tool helps you to zone in on exactly the sort of content you should be sharing.
If you don’t know about Twitter Cards, you should. By using Twitter Cards you can control how the content on your site is displayed in Tweets. This enables you to ensure high engagement and drive traffic to your website.
Understandably, you’ll want to see how these Twitter Cards are performing for you; Twitter’s analytics can do that.
Navigate to ‘Twitter Cards’ and you’ll be faced with a snapshot of how your cards are performing.
Scroll down, and that breakdown becomes even more detailed, giving you insights in performance over time, which card types work best, which links got the most clicks, which tweets drove the most clicks and more.
Naturally, a build up this information over time will feed into how you shape your social media strategy going forward.
Ultimately, Twitter Analytics is a free tool that offers insights into your current campaigns and can be leveraged to improve those in the future. Now you know how to use Twitter Analytics, it’s a case of ‘why wouldn’t you?’