Ultimate Guide on How to Use Twitter – Lesson 10: Twitter Analytics
In the previous lesson I covered how you can take advantage of Twitter Ads to accomplish your objectives whether it be getting more followers, visits to a website, views to a video, or even app installs.
If you missed that lesson, click the link below.
<< Lesson 9: Twitter Ads
In this final lesson we’ll be going over Twitter Analytics and see how our tweets are performing. By getting access to analytics we have information that can help tweet better. See which ones are effective, when the best days or even time of day to tweet is. Did I mention that Twitter Analytics is free? You already have access to it if you have a Twitter account!
How To Use Twitter Analytics
First of all, to access it just click on your profile picture on the top right and click “Analytics”. You can also access it directly from here: http://analytics.twitter.com/
When you first login you’ll be directed to the “Home” page and see a 28-day summary displaying things like:
- Tweets – number of times you posted a tweet
- Tweet Impressions – number of times users saw your tweet
- Profile Visits – number of times users visited your profile
- Mentions – number of times users referred to your username
- Followers – number of new followers
It also shows the percentage change compared with the previous period.
Under that are some highlights for your account.
- Top Tweet – tweet that got the highest number of impressions
- Top media Tweet – tweet that included a photo or video that got the highest number of impressions
- Top Card Tweet – tweet that included a Twitter Card that got the highest number of impressions
- Top mention – tweet that mentioned your (ex. @freedomHomeInc) and got the highest number of impressions
- Top follower – Twitter account with the highest number of followers who followed you
There are other useful pages that you can navigate to from the top menu bar which we will cover next.
This page will show you analytics based on your tweets. It’ll show you a nice graph of all your impressions (number of times a user saw your tweet) for the 28 day period separated on a daily basis. If you hover over a bar, it’ll give you more detail for that particular day.
Under that you’ll be able to check out your impressions and engagements per tweet.
To clarify, impressions are the number of times a user saw the tweet on Twitter. Engagements is the number of times a user interacted with a tweet. This includes all clicks, retweets, replies, follows, and likes. Engagement Rate is the number of total engagements divided by total impressions.
Engagements are an important factor to Twitter success so you should always be striving for more engagement. You’ll be able to see your tweets based on: general Tweets, Top Tweets, Tweets and Replies, and Promoted. Click the “View Activity” link under each tweet to see more details regarding that specific tweet. You may want to Promote a tweet that is having success organically as having it Promoted and giving it more exposure will definitely get you more engagements. You already know it’s a pretty good tweet so chances are it will have even more success being promoted.
To the right, you’ll see some stats on engagement like engagement rate, clicks, retweets, likes, and replies. Again, if you hover over a bar you’ll see more detail for that day.
By default the range is the last 28 days but you can customize the range by clicking on the calendar icon and selecting your new range. You are also given the functionality of exporting your data in CSV format for your records or for more analysis.
In this page you’ll learn about your followers. Knowing your audience is a powerful thing because it can help you adjust your marketing to better target a certain audience. This is also handy for when you’re trying to specify your audience when setting up Twitter Ads.
By default you’ll be on the Overview tab and the very first thing they’ll show is a graph of your current follower audience. You can see how much your followers have grown (or shrunk) and by hovering over a bar it’ll tell you how many total followers you had on that day. This will give you a good indication of whether you’re doing good or if you need to step up your tweeting and marketing.
This page also shows various stats on your audience like:
- household income
- consumer buying styles
- net worth
- wireless carrier
You can use information like “interests” to help you think about good content ideas that will cater to their interests. Or if your audience has a high household income and net worth maybe you can promote more expensive things and get a bigger commission.
Have you had a lot of interaction at night time and didn’t know why? Well it could be that your nighttime is someone’s morning. Maybe your audience is half way around the world.
The other tabs: Demographics, Lifestyle, Consumer Behavior, and Mobile Footprint give more detailed stats that may be helpful when customizing your tweet or next marketing campaign like the country most of them are in.
By default the data provided will be set on “Your followers” but you’re able to see other data on “All Twitter users” as well as “Your organic audience”.
You can also add various filters to narrow down your results to learn more about a target market.
Another handy tool is that you can compare two audiences with each other. The graph is compared right by each other so you can quickly analyze and see the difference between the two groups.
This next one is actually one of my favorite things that’s provided by Twitter Analytics. The next page is “Browse events on Twitter” and as the title says, it shows all the events on Twitter. Why should you care? Well, events bring people with similar interests together. Yeah…so why should you care? There could be an opportunity for you to take advantage of events to target people interested or even participating in the event. For example, if you were in the business of selling fireworks and you see a big event on Twitter, you can use these event names or popular hashtags to market your product. You already know that there will be a HUGE audience for an event like “Fourth of July” so that means if you tweet or use promoted ads for that keyword you’re bound to get a ton of impressions and interactions which will potentially means more sales!
You have a couple of categories to look for your goldmine.
- Events – general events of mixed categories like festivals, holidays, conventions (you are able to filter by date, event type, or location)
- Sports – sporting events like the World Series, Olympics, PGA Championship (you are able to filter by date or location)
- Movies – movie events like the Mission Impossible Movie Premiere
- Recurring Trends – popular recurring trends like #MotivationMonday, #HumpDay, #FF (Follow Friday)
All these events are a really good resource to help you take advantage and increase exposure. There are tons of events going on around the world. There definitely will be at least one you can use to gain more engagement.
The last tab contains a couple things. Twitter Cards, Videos, App manager, and Conversion tracking. First let’s take a look at Twitter Cards.
Twitter Cards allow you to attach photos, videos, and media to tweets to help drive traffic to your website. Twitter analytics tracks Twitter cards.
There are various types of cards you can use.
Summary Card – can be used for many kinds of web content, from blog posts and news articles, to products and restaurants. It is designed to give the reader a preview of the content before clicking through to your website.
Summary Card With Large Image – same as a summary card except it features a large, full-width image. Designed to give the reader a rich photo experience and clicking the photo brings them to your website.
App Card – highlight a mobile app by adding name, description, and icon along with rating and price.
Player Card – enables you to provide a rich media experience of video clips or audio streams.
So today you learned:
- How to use Twitter Analytics
- What type of information you can get out of it
- How to apply this to your advantage
Well, that’s it! This marks the end of the course and you’ve completed all 10 lessons! It started out slow in the beginning with instructions on how to get setup and how to use Twitter but hopefully it got a bit more interesting with ways on how to grow your network along with awesome tools I’ve been using. I really do hope you learned something and can take advantage of this newly gained knowledge and apply it to your Twitter account.
If you have any any questions or comments, please leave them below.
If you’ve missed the previous lesson, you can check it out below.
<< Lesson 9: Twitter Ads
If you’ve missed the Course Overview, you can check it out below.