Snapshot: Understanding your metrics on Twitter

It’s far too easy to tweet and never look back at what worked and what didn’t. Be strategic with your Twitter presence and get a leg up on your competition.

Twitter Analytics provides a wealth of information that can help you create meaningful tweets that will resonate with your target audience. You can find it by going to the main dropdown menu in the top navigation bar.

Your Twitter audience

Want to know what your followers are interested in, their professions, and what they’re purchasing? Look no further than the audience insights dashboard.

Here, you’ll essentially find an online profile of your follower make-up, including:

  • Interests
  • Occupation
  • Gender
  • Education
  • Marital status
  • Buying style

In the followers dashboard, you can track how your following has increased over the last 30 days, and also how many new followers you’ve received per day. If you notice a particular day has either gained or lost you several followers, be sure to check what you Tweeted that day to try and determine the cause.

Insights on your specific tweets

Under the tweets section, you can find a list of all your tweets and the number of impressions. You can see individual tweet performance, as well as recent months or a 28-day overview of cumulative impressions.

You can capitalize on this information by repurposing tweets that gained the most impressions or creating tweets on a similar subject.

Look at the bigger picture

You can also use the cumulative overview to compare monthly activity. What did you do differently in a month with higher impressions? Did you tweet more frequently?

Take a look and see how you can recreate months that earned you high impressions.

Similar to impressions, the tweets section also shows your tweet engagement, or the number of interactions your tweet has received, as well as the engagement rate, which is engagements divided by impressions.

If your tweets are receiving little engagement, you may want to rethink your subject matter and format. For instance, you may want to add photo or video to your content mix, which tends to generate more engagement.

Your success on Twitter will ultimately be fueled by the insight you can gain from the data. Don’t shortcut that analysis. It will only help you grow.

For more, Twitter offers a deep-dive look into its analytics feature.