Twitter Analytics – find out the best marketing insights from Twitter

Need insight into your Twitter engagement?

Twitter Analytics lets you dig deep into the data behind your most popular tweets, audience growth, and conversations.

Read on to learn how to access Twitter Analytics and what insights you can use improve your Twitter marketing.

How to access Twitter Analytics

There are a few ways to access Twitter Analytics for your account. The first is a visit https://analytics.twitter.com in your web browser.

This will redirect you to the Twitter Analytics home screen or prompt you to sign in to your Twitter account.

However, if you are using Twitter Ads, you will find a menu option to access Twitter Analytics from the top navigation menu in Twitter Ads Manager.

Note that Twitter Analytics only starts collecting data when you first log in, so the earlier you log in, the more historical data you’ll have available.

How to use Twitter Analytics

There are three main sections of your Twitter Analytics data – account homepage, tweet activity, and videos.

View your 28-day summary and monthly highlights on your account home page

On the account home page, Twitter provides a summary of your Twitter account activity.

At the top of your account home page, you’ll see a summary of the following metrics for the last 28 days.

• Tweet impressions – How many times your tweets were viewed on Twitter. This also includes when tweets appear on your followers’ timelines, v Search on Twitter results or on your Twitter profile.
• Profile visits – How many times other Twitter users have visited your Twitter profile on the Twitter website or Twitter app.
• Mentions – How many times other users have included your @username in tweets.
• New followers – The number of Twitter users who have followed your account for the first time.

Note that tweet impressions will not include the number of views of a tweet when it was embedded on an external website or the number of views of a tweet in a third-party application.

Only impressions on the Twitter website or Twitter app count.

Monthly highlights

A summary of your Twitter activity over the past 28 days is followed by a monthly highlights section.

You’ll see your top tweet, top mention, and most popular follower for each month.

• Yours Best tweet ever is selected based on the number of impressions it has received.
• Your top mention is selected based on the number of deals it received.
• Your best follower is the latest addition to your Twitter following with the most followers.

In addition, you will see a summary of your tweet impressions, mentions, profile visits and new followers for each month.

Get engagement data for posts on the Tweet Activity Dashboard

The Tweet Activity dashboard lets you view metrics for individual Tweets.

Start by selecting the time period you want to review using the drop-down menu in the upper right corner of this section.

You can choose the last 7 days, 28 days or a specific month.

You will then see a bar graph showing the number of views of your tweets during the selected time period.

Behind the graph is a list of your tweets for the selected time period.

You can filter your view by tweets, most popular tweets, tweets and replies, or promoted tweets.

• Impressions – Number of times the Tweet was seen on the Twitter website or Twitter app.
• An engagement – How many times the tweet was clicked, retweeted, replied to and liked. Clicks on your profile photo, username, tweet hashtags, tweet links, and tweet extensions count toward total engagement.
• Engagement level – The rate is calculated by dividing the number of trades by the number of impressions the tweet received.

Detailed activity in a tweet

When you select a specific tweet, you’ll be able to see additional engagement metrics about it, including the following.

• Details expand – Number of times someone expanded a tweet to see more details about it.
• Retweet – How many times the tweet was retweeted by other users.
• Click links – Number of clicks on the URL or Tweet card within the Tweet.

Engagements

To the right of your tweet activity is a summary for the selected time period of your overall engagement rate, link clicks, retweets without comments, likes and replies.

See how well your videos are doing in the video activity dashboard

The Video Activity dashboard lets you see metrics for individual videos you share in your Tweets.

Start by selecting the time period you want to review using the drop-down menu in the upper right corner of this section. You can choose the last 7 days, 28 days or a specific month.

You will then see a bar graph showing the number of views of your videos during the selected time period.

Behind the graph is a list of your videos for the selected time period.

You can choose to filter the view to show all videos or only promoted videos.

• Watch the video – Number of views of your video on the Twitter website or Twitter app.
• Completion rate – Percentage of users who watched the entire video.

Detailed video analytics

When you select a specific video, you’ll be able to see audience retention for the entire length of the video and additional engagement metrics, including views and follows.

• Minutes watched – Total number of minutes users spent watching the video.
• Clicks calls to action – Number of clicks on the call to action button in this video.

Trends

To the right of your video activity is a summary for the selected time period of total minutes viewed and minutes per day.

Detailed tweeting activity via the Twitter app

You can also view detailed tweet activity in the Twitter app.

To access Tweet Activity, visit your Twitter profile in the Twitter app and tap the analytics icon below the Tweet you want to analyze.

You can also tap on the tweet itself and then tap View Tweet Activity.

This will give you the number of impressions, engagements, expand details, and link clicks the tweet received.

You will also receive the number of new followers and profile visits you received as a result of that tweet.

If your Tweet contains a video, you’ll also see total unique views, total views, and an audience retention graph for the entire length of the video.

See engagement metrics for any tweet

Twitter provides some insights into the engagement of each tweet on Twitter.

Simply click or tap a tweet on the Twitter website or Twitter app to see the following.

• Retweet – Total number of retweets.
• Quote retweets – Total number of retweets, which includes the comment and the retweet.
• I like – Number of times users liked this tweet.

In addition to viewing these numbers, you can also click or tap on them to see the accounts that retweeted and liked the tweet.

Conclusion

As you can see, Twitter Analytics provides valuable insight into the performance of your tweets and the growth of your audience.

Use this data to refine your Twitter marketing strategy to focus on the types of tweets that drive an engagement and help grow your Twitter audience.

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