Hootsuite: 7 Important Twitter Analytics Metrics

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Analysis, it sounds scary.

Now we are going to show you some analytics that are not scary. In fact, social networks make analytics simpler and understandable to everyone, from the new guy to the CEO.

Twitter analytics is one example. Whether you tweet once a day or fifty times, the social network collects that information, as well as information about the audience that reads those tweets. And it presents those insights in a complex but understandable way. What you get is a series of numbers that quickly show you the success or failure of your Twitter marketing, and how to improve it.

To make the analysis easy to understand, we’ve broken down Twitter analytics insights into seven sections that can help you quickly improve your Twitter marketing in the short term.

How to Access Twitter Analytics

First things first: How do you find Twitter Analytics? Analytics has been available to all users since August 2014. You can click on your avatar in the upper right corner of the Twitter page and select "Analytics" from the drop-down menu, or visit https://analytics.twitter.com/. Twitter will only start pushing tweet data to you if you visit the analytics page first.

Clicking the Analytics tab will take you to a homepage with more tabs. Most of the information you need can be found in the first three tabs: Homepage, Twitter, and Audiences. You can use the other tabs as you become more familiar with Twitter or as you launch more complex Twitter ads.

Impressions

Impressions alone don’t tell you a lot, but they can provide context to other metrics. If your 50 tweets get 250 retweets, that’s great. But what if those tweets get 500,000 impressions? That means the retweets are gaining new reach. Impressions become more valuable as they accumulate over time. Twitter recognizes this and gives users two different views of impressions based on time.

First, you can quickly view your impressions on the Analytics homepage, as shown above. This number shows how many impressions your Twitter has had in the past 28 days, but what is really important is the percentage next to it, which shows the change in impressions, so you can explore the secrets.

In the fast-moving world of social media, the percentage change in impressions may be even more important. Under the Twitter tab, Twitter shows the change in impressions with a bar chart and timeline, showing how impressions change from day to day. The chart shows the raw impressions as well as the number of tweets. The beauty of this chart is that it points out which day your marketing strategy performs best, allowing you to find the best solution. The chart also shows which types of tweets generate the most impressions. Over time, this can clearly shape the best content, timing, and method for Twitter marketing.

Participation Rate

Engagement rate is one of the most important metrics for social media marketers. It combines several different metrics into one, giving you a more comprehensive insight into how people are engaging with you. According to Twitter, engagement rate provides the number of engagements your tweets have received, broken down by impressions. Engagement is broken down by type of interaction, including: retweets, replies, follows, likes, link clicks, card clicks, tag clicks, embedded media clicks, username clicks, profile photo clicks, and tweet spreads.

The Engagement Rate line chart shows your progress over the past month. The chart is interactive, so you can hover over a point to see the engagement rate for that day. Unlike impressions, the line chart shows you the peak engagement rate, so you can look back on that day's content and promotion strategy and get more out of it.

Clicks

If I had to pick one metric over the others, it would be clicks. Clicks are a more specific social media metric because they show specific user behavior.

Clicks can help you expand your business goals beyond just increasing brand awareness. Whether you are collecting leads through a landing page or driving app downloads, clicks are your way to achieve these goals. The most valuable thing is to be able to track your links so that you can know who clicked on your Twitter navigation and follow them along the consumer's purchase path.

Clicks can also be found on the Twitter tab in Analytics, just below the Engagement Rate. Clicks are shown as a bar graph over the past 28 days. A spike in clicks means your tweets are getting really engaged. Find those and send them again. The chances of the same people seeing the same message are very low, so this means you’re likely to get a new batch of potential customers.

Audience interests

Social media is a social tool that gives marketers the opportunity to reach a whole audience. Unlike traditional media, social media users have the power to decide. They decide what to read or ignore. As a business, you need to meet the needs of consumers at the right time. Twitter provides a guaranteed indicator: audience interest.

Audience interests is one of the analytics that shows what are the popular topics that your followers are actively discussing. Twitter collects this information and highlights what are the most popular content shared by your followers. It shows the most popular topics in a bar graph, as well as the percentage of followers interested in each topic.

Audience interests are important because brands want to reach their target consumers, and these interest metrics give you an idea of ​​what your audience is talking about. If you can create content that fits these topics, the chances of your audience reading, sharing, and commenting on it will increase significantly.

Interest insights can be found under the Audience tab in Analytics, or in the Lifestyle Overview section. Check your audience’s interests frequently, as new trending topics are constantly emerging as your audience engages.

Audience country and region

Social media provides global opportunities for all businesses. Depending on the size of your business and your sales area, you can reach your neighbors, consumers in your city, consumers across the country, and even consumers around the world.

If you want to connect with your audience on a personal level, it’s important to provide them with content that resonates with their region. Twitter’s country and region analytics are also important.

The Country section shows the percentage of followers from different countries around the world, which is especially important for large companies that provide services to different consumers. For example, if you are preparing to enter the European market, this section can clearly show your progress and where you need to work harder.

Country overviews are also important for content strategy, showing where you are posting your tweets is more likely to resonate with the region. And country overviews can also improve Twitter planning. If your audience is in different time zones, you may want to post content to them as soon as they visit Twitter.

The region module is valuable for local or national operations. The region information shows the city or region you can influence. For local or national businesses, especially those that use Twitter to increase sales, the region information is very helpful.

For country and regional analysis, click the Demographics tab under the Audience tab.

Comparative audiences

The audience of each social network has some uniqueness, and Twitter is no exception. Its users tend to be college graduates, live in cities, and more than 50% of them have an annual income of more than $50,000. Even so, you can't attract all Twitter users, so you should focus on your target audience. Twitter's audience comparison tool can provide some help.

Comparative audiences allow you to compare your followers to overall Twitter users or your overall audience, both of which are valuable and can help shape your content strategy.

By comparing your audience to the overall Twitter user base, you can easily understand the differences between your audience and Twitter user trends, what your users are more interested in than other users, what are the differences in their purchasing trends, the value of their interpersonal networks, etc. Once you clearly distinguish these differences, you can attract them through content. By distinguishing the characteristics of your followers, you can reach them more effectively.

Conversely, comparing your current audience to your total audience will allow you to reach audiences you haven’t reached yet. Your total audience is the entire audience you can reach, including not only followers but also people who have encountered your Twitter content through friends, search, or other means. They read your content but don’t follow you, and distinguishing the difference between the two can help you figure out why they haven’t followed you yet and ultimately find ways to reach this audience.

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