Are you a Twitter enthusiast who can’t do a day without visiting the platform?
You frequently log on to Twitter to connect with folks, participating in every conversation more than you ever do on other social media sites but still wonder why your effort is not yielding results.
Have you been taking the time to study your Twitter Analytics Dashboard in addition to your other twitter activities, you may be missing on a lot of important insights about your Tweets and Twitter followers if your Analytics is not being taken into cognizance
Twitter analytics is a free tool that tracks every aspect of your Twitter activity and provides you with the metrics. You can analyze each one of your Tweets, Audiences, Twitter Cards, Videos (still in Beta), Events, App Manager and Conversion just by clicking on their tabs in your Analytics Dashboard.
Not until 2014, the Twitter analytics was only available to some verified users and advertisers on the platform. But since August that year, Twitter has made this great tool open to all its users. It is something you should be taking advantage of if you are not already.
There are so many ways that you can use the Twitter analytics but I will touch on key metrics such as Impressions, Engagements, Engagement Rate about your Tweet Activity and then move further to show you how to analyze your Twitter Audience for improved results.
Before then, bear in mind that you will have to be consistent on Twitter before you can have a thorough and reliable measure of your Tweet activity that you can form a decision based on.
You need to be tweeting quite often, many times a day if possible, to be able to see how your tweets are performing through different times of the day.
If you are only tweeting once in a day or even leaving days between your tweets, you will still get these metrics but it may not be worth relying on for making any informed decisions about your Twitter.
With this in mind, let’s get started
You can access your Twitter analytics dashboard directly by going to this address: analytics.twitter.com
If you run an ad campaign, you can go to this address ads.twitter.com and then click on the Analytics drop-down tab at the top to choose whether to see your Tweet Activity, Followers, or Twitter Cards.
In your tweet activity dashboard, you will find a lot of metrics that show you how your tweets are performing: like the number of Impressions generated by each tweet, how people are engaging your tweet and the rate of engagement.
Let’s take a look at these metrics and what they mean to your twitter marketing.
This is a number of users who saw your tweet, whether in their timeline or through a search result. A tweet impression simply tells you how far the tweet traveled in getting to your audience. Impressions are the reach of your tweets.
So, if you have a significant number of followers on twitter but with very low tweet impressions, it means only a small portion of your followers are seeing your tweets. You may want to consider other times of the day in posting your tweets to see if they match up with your followers’ online schedule.
In a situation where you have most of your followers to be business people like office workers, managers etc. you can schedule your twitter updates around common lunch time in the afternoon.
Though time zones can make this a bit difficult, but you can target only a country where the majority of your followers are located. You will definitely see an improvement in your tweet impressions this way.
An ideal ratio is 1:20.
That is, if you have twenty thousand active followers on twitter, this should give you an average of one thousand impressions per each tweet.
On the other hand, if your tweet impressions are at a decent level but with very low engagements or engagement rate, then it means your followers are not connecting well with your tweets.
In this case, there are most often two solutions, you can rephrase your headlines to make them more eye-catching. As well as making your tweets more interactive to your audience.
You can also start adding pictures to your tweets if you are not doing that already.
The Twitter native video is awesome, so get to post more videos in your tweets. Another thing is to be adding popular quotes to your tweets to catch many interests.
This is a total number of times a user interacted with a tweet, this covers all the interactions on any part of the tweet.
Including clicks on the picture, URL, hashtags, Twitter cards, username, profile photo, likes, retweets, follows, replies, embedded media, or tweet expansion.
Let me brief through each of these metrics with a short explanation.
URL Clicks: The number of time a URL or card was clicked in a tweet
Hashtags: Clicks on the hashtags in a tweet
Embedded Media: Clicks to view a picture or video in a tweet
Username: Clicks on the username of the person who posted the tweet
Profile Photo: Clicks on the profile photo of the tweet author
Follows: The number of times a user followed you directly from the tweet
Detail Expansion: Number of times a user clicked the tweet to view more detail
Replies: Times a user replied to your tweet
Likes: Times a user liked your tweet
Re-tweets: Times a user re-tweeted your tweet
Email Tweets: Times a user emailed your tweet to someone else
Any of these activities at a time is calculated as engagements for a particular tweet. You could see why you should always have a high engagement score for your tweet, for anything short of this shows that your tweets are not connecting well with your audience.
When you understand your audience very well, you will know their content need and then be consistently coming up with such content to improve your tweet engagements.
Like I have mentioned earlier, tweets with pictures and other media tend to do much better than ordinary text.
So figure out what your audience needs by varying your content, over time you will get to see which content type produces the best engagements.
This is just a simple calculation from the first two metrics above. To get the engagement rate for a particular tweet, simply divide its number of Engagements by its number of impressions. The higher is this percentage rate the better the performance of such tweet.
ER = Engagements/Impressions
Now that we have been able to explain these key metrics of your tweet activity, let’s see how you can analyze them over a period of time to improve your Twitter experience.
Tweet Activity Dashboard
The default period of tweet activity that is shown to you on the analytics dashboard is only 28 days, you can extend it further to 91 days maximum. Just click on the “Last 28 Days” button at the top right corner to select the period of time you want to measure.
Let’s say you want to go over a year to see how your tweets are doing, you will have to do this four times giving the maximum period you can measure at once is 91 days (3 months).
Now click on the “Export data” button at the top right of the page to export your tweet activity for each period into a .CSV file, which means you will have 4 separate files at the end.
Go to your Excel spreadsheet and open each file you have exported to see your data.
You will have to choose one file as a master file and “Copy” or “Cut” the other three files into it. Remember to delete the first row of the other three files to have one clear view of data with only one head.
You can freeze the head so that it remains at the top as you scroll up and down through the data. To do this, simply click on the “View” tab at the top of your worksheet and go to “Freeze Panes”, select “Freeze Top Row”
Now, you can begin to analyze your data as you want. Say you want to see your tweets that generated the highest impressions over the last one year. Simply go to the Impressions column, select and sort it from the largest to the smallest. The sorting menu is at the top right of your Home tab.
Now that you have your tweets with the highest impressions at the top of your data, click on the time column to see the dates and times that they were posted.
You can now begin to compare which best days and times of the day that your tweets generated most impressions and leverage that insight to scheduling your future tweets.
To also find out about those tweets with the highest engagements, go to the engagements column and sort from the largest to smallest. With the tweets with most engagements at the top, you can then start to analyze them.
But here is a thing, a tweet may have low engagements due to the fact that it was posted at the time that most people could not see it.
Comparing the number of impressions with the engagements, in this instance, can help you have a better judgment about such tweet. So go to the Engagement Rate column and sort from the largest to smallest. This will help you see the dates or best times of the day that your audience tends to engage your tweets the most.
Engagements (itself) embody a lot of metrics that can be analyzed one by one on their own. For instance, if your goal on Twitter is to be sending people to your brand website or blog, then, the first metric that you should consider is the URL clicks. Go to this column and sort from the largest to smallest to see which content are generating most URL clicks and the day and times the clicks occur.
You can continue to do this for other engagement metrics based on what you intend to achieve on Twitter and then adjust your tweet timetable accordingly.
Let us get to see who your Twitter followers are,
Though you can get the idea of what your followers want using their responses to your tweets, but it is also helpful to take a peep at these people to know who they really are, their interests, demography, geography, lifestyle, consumer behavior etc. This will help you to better tailor-fit your content to them.
To do this,
Click on the “Audiences” tab in your analytics dashboard to access your Twitter followers’ metrics. Make sure you select “Your followers” from the drop -down list under your profile photo.
The first data that you will see from the overview is your audience interests. In my case, my audience top interest is Technology, followed by Entrepreneurship, and then Marketing.
As you can see, most of my audience interests are related to my business niche. This is made possible with the help of Twitter Followers Scripts that help me target only the people in my niche in the course of building my Twitter followers.
Nothing aids your Twitter efforts as when you are targeting the people who are hungry for your information as followers. Then to consistently come up with updates that will capture their interests.
Another useful insight that you may want to consider is your audience Geography. Knowing where the majority of your Twitter followers are located will help you bypass the issue of the time zone that tends to conflict with your post schedule.
You can begin to target only the geography that you know your followers are dominantly resident. In my case, most of my Twitter followers are from the United States.
Finally, your audience Education and Occupation can also help you come up with needed adjustment to improve your tweet performance.
If most of your Twitter audience is in sales and marketing in their various organizations or in related fields that will need insights from these departments, tweeting more often industry news and reports will get you more attention from them than any other stories.
Likewise their Education,
Twitter is a special social media tool especially to startups with a very little budget. You can promote your business to any length on Twitter without burning your meager resources or incurring too much cost, only if you know about its SECRET.
Being an open source platform has made Twitter incredibly useful.
While only the number of Likes, Retweets, and Replies to a tweet are shown to you in your Twitter stream, the Twitter Analytics Dashboard provides much more metrics to accurately judge your tweet performance and where to improve it.
You will be amazed to find out that a Tweet with little or no Likes, Re-tweets, or any Replies tends to get more URL clicks than a Tweet with many Likes, Retweets, and Replies. This is a great insight that wouldn’t have been possible without the Twitter analytics.
You can begin to track every step you take on Twitter to know: What are your tweet performances in your audience timeline; which ones produce the best impressions and engagements; around what times of the day to schedule your updates; and a lot more.
You can even take a step further in your analytics to your audience insights to find out more about the people who have been keeping you company all this while on Twitter. Then use the insight to psychologically come up with updates that’ll capture their interests.
Your Twitter analytics is like the back-end of your Twitter account while your stream is the front-end. So combining both will improve your Twitter experience far better than using your Twitter one-sided.
What about you? How has your Twitter analytics been helpful? What are the insights that you love to leverage most? Care to share your experience, or do you have any question to ask about this post? Use the comment box below
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