How to Analyze Your Performance Data on Twitter

With so many businesses already marketing on Twitter, it isn’t difficult to see how using this platform and staying ahead of your analytics could give your business a competitive edge. Twitter’s analytics make it easier to gather data to apply to upcoming ad and content marketing campaigns.

Given its scant 140-character limit, though, one might think that Twitter is too basic a platform to be used effectively in marketing. Nothing could be further from the truth. Many marketers and business owners just like you are using Twitter every day to leverage a broader audience, generate leads, nurture those leads, and turn them into customers.

If you want to see more success in your social media marketing strategy, start by considering not only the benefits of using Twitter but also how you can track its effectiveness. The following should give you a clear idea of how to do that and what specific things you should be looking for.

No matter if it’s tweets, engagements, impressions, or clicks, there are a handful of metrics that many overlook yet will give the user additional powerful insights into how well your content and interaction on the platform is being received by your audience.

One common issue for many companies is that no one on-site knows how to analyze data on Twitter. This is an important thing to learn if you want to know not just what content resonates with your audience but also why.

Learning what all the data means not only will show you what is working, it will also provide insights into what you need to do to sustain the momentum.

What Is Twitter Data?

Twitter data is the information collected from the details of each tweet. You would not believe how much information Twitter collects and how much it can tell you about your audience. I could write a textbook describing everything, so let’s stick with the ones that are most informative and most easily analyzed. There are ways to delve deeper, too, and I will address those a bit later.

With just basic analytic information, it is possible to ascertain the predominant demographics that consume your content, the total number of clicks on your profile, the number of people who saw your tweet, and much more. Understanding this data allows you to analyze engagement patterns and notable other qualities associated with a single piece of content shared on Twitter’s network.

Measuring Twitter Data & Using Analytics

How you measure your data depends on how detailed you want your analytics to be. There are a number of options available, all of which can give you information from basic oversight to full, in-depth analysis.

Twitter also features a native analytics tool that provides access to data beyond just shares, likes, and retweets. Like most social platforms, it is in a constant state of evolution, continuously improving analytic features geared toward marketers, advertisers, SMBs, and more.

Twitter currently divides its analytics into five main sections:

#1 – Account Home

A detailed monthly review that lets users see how well their content is performing. Among the numbers available from the home section are:

  • Tweets: the total number of tweets sent by you in the past month
  • Tweet Impressions: the total number of times your tweets showed up in other users’ timelines or search results
  • Profile Visits: the total number of times someone clicked on your profile via one of your tweets or via search
  • Mentions: the total number of times someone has @mentioned your Twitter handle in a month
  • Followers: the total number of users who follow your account, plus the number of new followers gained over the past month

These are the metrics to watch if you want to gauge specific trends, traffic patterns, and views. Go directly to your Twitter Analytics dashboard, and you will see a comprehensive month-by-month analysis of the basic performance of your account.

#2 – Tweet Activity

Understanding your tweet activity will give you a better understanding of how the number of tweets coupled with organic traffic (non-paid clicks) fluctuates during the course of a day, week, or month. You can even isolate analytics by timeframe and export the resulting data to a CSV file to be shared with your content creation and social media management partners.

At a minimum, you always be tracking and monitoring this information consistently, and it is helpful to have something visual, like a spreadsheet, to make quick comparisons and analyses.

Under Tweet Activity, you can also view your top, promoted, and replied tweets or just look at all the tweets sent from your profile all at once. Once a view is selected, you will see all the data that are specific to every individual tweet. The metrics available include:

  • All your engagements
  • Your engagement rate (calculated by total engagements divided by impressions)
  • Your top tweets metrics

If you go to an individual tweet and click on “View Tweet Activity,” you will see more details related to the kinds of engagement it received. Retweets, replies, clicks on your profile, and more can be viewed here, depending on the kind of content you shared in the tweet.

#3 – Audience Insights

How Twitter data lines up is contingent upon what audience you select and how the people who view your content interact with it. With Twitter Analytics, you gain insights based on all Twitter users, the ones who follow your account, and your organic audience. You can even add a comparison audience to analyze your competitors!

After you have selected your audience, you get access to information like:

  • Top Interest: This is the subject that is most likely to resonate with your audience.
  • Top Language: Identifies the most common language among members of your audience
  • Mobile Footprint: The most used wireless network within your audience
  • Top Interest Type: Your most engaged users’ most common lifestyle category 

This section also provides details on specific percentages, including user gender, and specific interests, and it presents you with a much more detailed look at your audience’s interests on Twitter.

You can use this information strategically to learn what types of content resonate most with your audience. If a large number of followers identify with a specific interest, it might be a good idea to start tailoring marketing to it.

#4 – Twitter Events

Remaining relevant within your industry or niche tells your audience that you are one step ahead of your competition. This is where Twitter Events come in handy. In Twitter’s events section, you get an overview of the biggest current trending events on Twitter. You can break it down even further by viewing events in specific categories, like movies, sports, and recurring trends.

Be cautious about tweeting industry events that are outside the analyzed interests of your audience (remember, this is about them, not you), but do zero in on any that are identified under a large percentage of your audience. In this instance, posting an event can only help you be more relatable.

You can also use the information in the events section to gain a better understanding of Twitter as a platform and the types of things to which people who use the platform tend to gravitate. You can catalog this information and use it in future Twitter-specific marketing endeavors.

#5 – The “More” Section

As mentioned before, Twitter (and all its social media counterparts) is in a constant state of evolution and is always taking proactive steps to improve the functionality of its data collection system. The More section and how it has evolved over time are a good example of how. Today, you can use this section to find information like:

  • App manager: Allows you to see your installed apps, add new ones, or uninstall those you don’t use or that you don’t recognize. Different apps can help you find and engage with a more targeted user base. They can also help you optimize your content.
  • Twitter Cards: Here, you can see URL clicks, retweets, and install attempts. You also can set specific date ranges to analyze changes that occur with engagement over time. You can also view card types, influencers, links, and tweets.
  • Videos: Whether a promoted or standard (direct-posted) video, you are able to crunch numbers of views, total minutes, completion rates, and retention percentages on all your videos. This data is vital to gauging and measuring your video performance on Twitter.
  • Conversion tracking: This allows you to connect website tags to Twitter so you can track specific audiences based on browsing and buying behavior, where applicable.

Final Takeaway

Now that you have a better idea of what types of Twitter data you can reference, it is time to put the numbers to good use.

Data gathered from any social media platform reveals a number of important marketing details for your business. Whether your aim is to determine what pieces or types of content perform best or who your most likely customers are, Twitter’s analytic data can show it all and much, much more.

Properly collecting, measuring, and analyzing your Twitter analytics can bulk up the effectiveness of your social media marketing efforts. While Twitter provides you with a very comprehensive means of tracking data, there are also other options available.

If you are reading this and feeling a little overwhelmed, partnering with a social media management team that knows how to analyze Twitter data already might be the best option. Doing so will help you build a better understanding of your audience over time and help you fine-tune your marketing efforts to attract the best possible customers.


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