Twitter Analytics is a useful tool to have to track the performance of your Twitter account.
Crowdfire offers its users analytics, with upgraded memberships with a variation of the data that Twitter Analytics provides.
But Twitter Analytics is free.
You can find Twitter Analytics using the desktop Twitter application by clicking on the menu you use to log out and
Keep reading for more information about each of the elements of Twitter Analytics.
Home gives you a 28 day overview of your performance on Twitter.
This is the screen you first see when you log into Twitter Analytics.
Depending on how large your account is and whether you are employing automation with your Twitter posting, your performance should see considerable increases.
If you are a manual tweeter or are using a free tool like Crowdfire’s free plan you may only tweet 10 times each day.
But you can expand on this by retweeting other peoples tweets.
Although your retweets won’t show up in Twitter Analytics.
Twitter analytics main purpose is to track the content that you tweet.
The tweet impressions graphs display how many impressions all your tweets received throughout a 28 day period.
You can click the drop down menu to the right of this labelled ’28 day period’ and select any month, or days you choose.
Don’t worry if when you click on Twitter Analytics that you don’t see any data.
It takes a few days for the data to display.
Keeping track of profile clicks is important as adding a link to your profile gives you a chance to get people onto your blog or landing page to connect with them further.
When another Twitter user Mentions you it is recorded by Twitter Analytics, shown in your Twitter Notifications, and displayed in your 28 day Twitter Analytics overview.
Mentions are a chance to interact with other Twitter users and start a conversation.
But most of the time you are mentioned when other people thank you for following them, they are doing a manual retweet, or if they are trying to sell you something.
Some people ask questions are fishing for information and have no interest in connecting.
Your overview of your follower count helps you guage if people find your content interesting and people are continuing to follow you, and new people like your content and want to follow you.
Underneath your 28 day overview is your Tweet Highlights.
This is where data of your top tweet is shown, your top mention, your top media tweet, as well as your top follower.
Your top follower is not the follower who has engaged with your content the most(use Sumoall.com for this).
Your top follower is a follower that has followed you during this month and has the largest following.
To the right of the previous section is your January Summary.
This lists how many times you tweeted this month, how many impressions your tweets received this month, how many profile visits you received, mentions, and new followers gained.
This is useful information as you can compare your previous months and remember what strategies you were employing during previous months.
E.g If you weren’t using a Twitter management tool and you were tweeting once a day, people may have been unfollowing you.
The graph at the top of the page gives you an indication of what days over a 28 day period are best to tweet.
But to the right of this is a drop down menu that you can analyse any period you want.
If every Wednesday you usually get 5,000 impressions but most Fridays you get 500 impressions, you may want to tweet more on Wednesdays.
The menu under this if you haven’t explored it contains useful information.
By clicking on ‘Top Tweets’ you can see how many impressions, and how many engagements those tweets received.
The other menu items are Tweets – a list of your tweets, Tweets and Replies, and Promoted Tweets.
To the right of the Tweet Activity, are the graphs for engagement rate, link clicks, retweets, likes, and replies.
These graphs give you quick information on details that most Twitter users need to know if they are tracking their performance.
At the top of the page, this menu item allows you to see how much your follower rate has grown over the past 28 days.
This information gives you an insight into what kind of content your target audience likes.
To get good engagement you should take this into account when tweeting.
The one demographic you need to pay attention to is the gender of your audience.
If your audience is female you need to tweet in a way that would appeal to females. E.g Four Wheel Drives and mud wrestling won’t get any engagement.
Depending what you are marketing, income and consumer preferences may contain useful information.
The events menu list all the events that are valued by your audience.
The overview lists the events, how many tweets tweeted on past occasions, total reach, and impressions.
This is probably geared towards advertisers, but it will help your engagement rate if you relate your tweets to any of these events.
The Events tab details this information in list form and tells you the category of the event, what country celebrates this event, the date, how many days until the event, and the audience size.
The Sports tab lists the same information.
Movies, is a tab which is good for promotions related to movie fans. It lists the movies and how many days until the movie is released.
An example of this is #FF – Follow Friday – Listing which of your followers you recommend your other followers should follow.
This is for videos that you upload to Twitter, and their analytics.
At the top of the page is a graph of the number of views your videos received.
To the right of this at the top of the page is a drop down menu that you can select the period you want to analyse.
Underneath this is the videos tab and the Promoted Videos tab, detailing video views, and completion rate.
To the right of this is the Trends graphs detailing how many minutes of your videos were viewed, and average minutes viewed.
This is to set up conversion events.
If your follower perform a certain action that you define as a conversion then it will be logged here, whether it’s a website event or a mobile event.
For more information about Twitter Analytics visit https://business.twitter.com/en/analytics.html