What Are Twitter Metrics & Why Should You Measure Them
Twitter metrics are data points that you track to determine your success on the network.. These metrics are found in your Twitter analytics. Metrics by themselves dont mean anything since the benchmarks for success for an account can vary based on factors like industry niche or business size. Your Twitter metrics need to be analyzed for a specific purpose, like seeing if you met your social media goals or understanding if an ad campaign succeeded.
Metrics provide you with the data you need for a number of different areas:
- To run a competitor analysis
- To adjust your approach on marketing campaigns
Oftentimes, multiple metrics are used together since relying on a single metric to determine a goals success doesnt give the full picture.
Lets take a look at the top Twitter metrics to track.
How To Use Twitter Analytics: A Simple Guide
Every social media platform has its native analytics dashboard and the same goes for Twitter. Twitter analytics is the best place to know about how your brand/business is performing on the platform. Twitter analytics is no longer just about the number of favourites you get on your tweets, it is also about the content performance and audience engagement.
In this guide, we will give you a complete account of how to use Twitter analytics and why must you use Twitter insights to frame brand strategies for the platform.
Before we start with the process of analysing tweets, lets brush up on the basics!
How To Access Twitter Analytics With Hootsuite
You can view your complete Twitter analytics inside Hootsuite, alongside data from all of your other social platforms. No more hunting around each platform for the metrics you need to track its all right at your fingertips.
You can find Hootsuite Analytics along the left menu in your dashboard, labeled Analytics.
Tracking your Twitter analytics in Hootsuite allows you to:
- Save a ton of time by having everything you need for all your accounts in one place.
- Create and export custom reports so that you can track the social media metrics most important to your company.
- Set benchmarks and track growth.
- Get insights on the best times to post and your overall campaign ROI.
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Tweet Activity Based On Specific Tweet
Nonetheless, you can also visualize the activity of just a specific tweet. To access this data, click the small bar graph icon in the bottom-righthand corner of the tweet you want to analyze, as shown in the screenshot below.
This data might just be for one tweet, but don’t underestimate its importance. Examining these individual results, tweet by tweet, can give you insight into which types of tweets work and which don’t. For example, if you find tweets that promote videos from your YouTube account tend to get more impressions than others, you can invest more into video content as a result.
Free Twitter Analytics Tools
Still other third-party analytics tools can help you do a deeper dive into content properties that Twitter Analytics won’t give you as much data on. Want specifics on hashtag performance? Maybe you want more information on the most influential Twitter handles in your industry. These are the metrics you’ll need outside help to find.
Below are some of the most widely used Twitter analytics apps and the types of data they’re best for reporting on. Although most of them have paid plans that afford you multiple features, each of these tools offer free services that can give your Twitter game a boost of intelligence.
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Interact With Your Customers Tweets
Drive up your Twitter engagement is by actively engaging with your audience yourself. Instead of routinely Tweeting and expecting the likes to flood in, why not give out likes and Retweets from your end as well? Based on the principle of reciprocity, engaging with others will make them feel more inclined to engage with you.
Plus, when you interact with your customers Tweets or replies, your conversation gains more visibility in the feeds of other users, as mentioned earlier. This makes way for even more engagement for your brand. Heres an example of Chipotle responding to someone who thanked the company for giving him some free chips and guac.
Feedly May 22, 2020
What Type Of Interactions Should We Consider
It is important to define the interactions to be measured and the weight of each of them. As it happens with the engagement formula, there are also different opinions regarding this matter, even those that give different values to the citations or direct messages than to the favorites, or those that attribute negative and positive values to the citations.
The important thing is that you choose the interactions that you estimate more relevant for the correct measurement of the engagement rate according to your marketing strategy and once you choose them, you are consistent.
These are all the metrics you can find on Twitter:
Replies: When a user reply to a brand publication.
Retweets: When a user shares a content of your brand in their timeline and shows it to their followers, adding a comment or not.
Mentions: Users that tag the brand in their tweets
Likes: When a user clicks on the heart in the publications of the brand.
: When users click on the URL shared in the brands tweets.
Impressions: How many times the tweet has been viewed . A view is counted if any part of the Tweet is visible on the screen.
Direct messages: Users who instead of openly mentioning the brand send a private message.
Hashtag: Measuring user interaction with a branded Hashtag. If you want more information here we tell you
User profile clicks: The number of times a user clicks on any of this sections within the tweet display name, username, profile picture
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How To Access Twitter Analytics
Twitter analytics is open to everyone. If you tweet whether as a company, brand, or individual you can get full Twitter analytics on your tweets and followers.
On the left sidebar, click on More then Analytics.
Alternatively, you can access your Twitter analytics through this direct link: .
Once you access Twitter analytics for the first time, Twitter will start to pull impression and engagement data for tweets. If your analytics dashboard seems a little bare at first, give it time.
The instances where you should be able to access analytics would be:
- Account primarily tweets in Arabic, Brazilian Portuguese, Danish, Dutch, English, Filipino, Finnish, French, German, Indonesian, Italian, Japanese, Korean, Norwegian, Russian, Simplified Chinese, Spanish, Swedish, Thai, Traditional Chinese, and Turkish
- Account is at least 14 days old
- Account does not violate policy
- Account is not deleted, restricted, protected, or suspended
How Can You See Who Viewed Your Tweets
Simply put, no. There is no way for a Twitter user to know exactly who views their Twitter or specific tweets there’s no Twitter search for that kind of thing. The only way to know for sure if someone has seen your Twitter page or posts is through direct engagement a reply, a favorite, or a retweet.
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Impressions Of A Hashtag: Twitter Impressions Calculator
When someone sees a Twitter hashtag it will count as one impression. If you want to calculate the Twitter impressions of a hashtag, use the twitter impressions calculator below
To calculate and compare the potential Twitter impressions of a Twitter user or several users use the following form:
If you want to know more about Twitter Reach and Impressions of hashtags you can continue reading and create a Twitter report later.
Whats The Difference Between Twitter Impressions And Reach
Heres the deal: Twitter impressions show how many times your tweet has been seen , including timeline, search and conversation impressions, but not including how many people who have seen it , because one person can see your tweet several times.
So, if Twitter User A sees your tweet 5 times and Twitter User B sees your tweet 3 times, then your Twitter reach = 2 and your Twitter impressions = 8.
Twitter does not track tweet reach. And remember, these metrics do not take into account your tweets visibility in third-party applications or embedded on websites.
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How To Measure Twitter Engagement & Ctrs
When you want to measure Twitter engagement, Twitter Analytics can provide most of the reporting that you need. You can find your analytics by clicking on your profile picture in the right-hand corner and clicking Analytics in the dropdown menu.
Twitters analytics has gotten a big overhaul in the last few years, and it now makes it exceptionally easy to find your engagement rate.
When you look at your Top Tweets, youll be able to see the number of impressions each tweet received and the number of engagements it received.
Engagements divided by impressions will give you your engagement rate, which Twitter generously does for you here:
This can quickly help you assess the relevance of your content at a glance, and see how each tweet performs individually.
While Twitter Analytics is great, I still heavily recommend , too, when you want to understand the impact of Twitter in terms of driving quality traffic to your site.
Google Analytics has in-depth reporting that can tell you not only that users are coming from Twitter to your site, but also what theyre doing once theyre there.
Google Analytics can help you track what channels are sending traffic to your site, and what theyre doing once they get there.
This can help you not only monitor clicks, but see the ROI, value, and the off-site impact that the engagement is providing.
What Is Engagement Rate
Engagement rates are metrics that track how actively involved with your content your audience is. … The engagement rate is a metric often used in analyzing the efficacy of brand campaigns. People who spend time interacting with videos, updates and blogs are more likely to convert into paying customers.
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What Does Impressions Mean On Twitter Twitter Impressions Meaning
If your tweet or hashtag has many impressions you must be happy, but what does impressions mean on twitter? This is a question many people ask at first. Twitter impressions will be the main focus of this article
A Twitter impression is generated when someone sees our tweet. Thats it.
Only the owner of a Twitter account has access to the impressions of its tweets.
If you have 1,000 followers and you tweet using a hashtag, that hashtag will get 1,000 potential impressions.
So when somebody ask you what does impressions mean on twitter? Now you know what to say: A Twitter impression is an impact and an impact means that somebody has seen our tweet. An impression is generated when someone sees our tweet, its like if somebody printed our your tweet. For example, if my tweet has been seen 10 times it means it has 10 impressions . Also, if my tweet had a hashtag, it will mean that the hashtag got 10 impressions. We also consider Twitter impressions as one of the main KPIs on any Twitter strategy.
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Importance Of Using Twitter Analytics
Brands and businesses use Twitter for paid promotions too. Twitter allows ads and this is why it becomes crucial to keep a check on Twitter analytics. Twitter has a lot to offer for promotions and this makes it one of the most used platforms for brand promotions.
Lets take a look at what Twitter promotions have to offer.
Does Total Engagement On Twitter Include Me
Fortunately, Twitter doesn’t count your own impressions on your own tweets. You can’t hammer the F5 key to refresh your browser on your own profile to boost your stats. Also, you should not conflate impressions and reach. Impressions are the number of views a tweet receives reach is the number of people who see it.
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Does Twitter Show Who Viewed Your Fleet
Twitter lets you post up to a max of 280 characters for each fleet. Presently, there is no available feature for likes, public retweets, or replies. Just like it is on Instagram, you can see who viewed your fleets. Fleet owners can see who viewed their Fleets by tapping on “Seen By” at the boom of their Fleets.
Space Out Your Tweets
When youre sending those 1-4 tweets a day, dont send them all at once space them out evenly, either through your peak hours or throughout the entire day. This will increase the number of audience members who might see your posts, helping to increase engagement because of it.
This is a simple and straightforward strategy, but its a good one, and when done deliberately it often has good results.
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Share A Variety Of Links
If you want to get clicks to your site, the best way to do so is to put links in your Tweets.
While you want to share links to your most valuable content, sending traffic to your site, you also want to share content from others, too. With social media, you never want to make it all about you and your brand Twitter is no exception.
If you find great content off Twitter, share it there and tag the brand/user who created it if possible theyll appreciate it, and some of your users might, too.
Sharing links that you find valuableand that arent your owncan encourage users to pay more attention to what youre posting. Even better, it can build relationships between you and your users and other industry leaders whose content youre sharing, and they might later share your content in return.
This can help increase engagement and send more traffic and new visitors to your site as an added bonus.
Instagram Impressions Vs Engagement
The total number of times your content was shown to users. This can include story posts or on-feed content.
On Instagram, engagement refers to any time a user likes, comments or shares your content
Your post engagement divided by your post impressions. Engagement rate is an indicator of how engaged the users who saw your content were.
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Twitter Impressions Vs Engagement
First of all, we can conclude that the Twitter impact and the reach are key metrics to determine the success of a hashtag or campaign. Engagement is also esential. Seriously, they are, trust us: 30% of the questions we get in Tweet Binder are related to engagement, reach or impressions. The way to calculate them is pretty simple as we have seen. In addition to the definition that we have provided the are others that talk about the same, comparing it for example to web visits. Some people say that the Reach of the hashtag stays for the number of Visitors of your website. In addition, there are others that refers to Impacts as for Visits. A visitor can enter your site more than once as well as a Twitter user can be impacted more than once.
Calculate the impressions, reach and engagement here:
As you can see, the number of followers is very important when talking about impact, not only the number of tweets. Number of tweets and followers are key metrics. Thats why we highly recommend to set up a . For your own account and also for the competitors. We will never get tired of saying that. And one last reminder, not everyone is online on Twitter all the time. Thats why the number of impacts and reach is always potential. There is no way to determine the exact number of Twitter users that read or are impacted by a tweet.
Why Is Twitter Engagement Rate Important
Your is the percentage of users who see your posts and engage with them. Your Twitter engagement rate is calculated by taking your number of engagements and dividing them by your impressions, then multiplying this by 100 to get a percentage.
Once you have your Twitter engagement rate, youll be able to perform a competitive analysis of your brands Twitter marketing. This analysis can tell you how your marketing compares to:
- Your competitors.
- Others within your industry.
- Other organizations your size.
Comparing and measuring your Twitter marketing is crucial to making your marketing better, but it doesnt tell you exactly why Twitter marketing is so important. To answer that, lets talk about who is on Twitter.
According to Statista, the largest age group on Twitter globally is 25-34 followed closely by 35-49 . Twitter has 145 million daily users, and the average user spends three and a half minutes per session on the platform, where they have access to over 500 million new tweets every day.
Now, while theres a ton of users on Twitter, marketing on Twitter is difficult, but the very best brands in every industry know that Twitter is essential for their audience, their product, and their bottom line.
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