A Comprehensive Guide On How To Use Twitter Analytics For Digital Marketers

Twitter Analytics is undoubtedly one of the most useful native tools developed by Twitter to gain all sorts of information regarding your account. If used wisely, it can help you come up with engaging campaigns in no time.

Marketers can take the assistance of the Analytics tool to know the preferences of their audience, engagement rate of their content, metrics about their organic and paid content, and so much more in one place.

Even if you have never tried Twitter Analytics, don’t worry. In this post, I will help you become familiar with the basics of Twitter Analytics and gradually cover its more advanced features.

Firstly, you should know how to access the Analytics page. You can go to this link and log in with your Twitter credentials to access the Analytics tool. Also, you can click on your profile picture (top right corner) and click on the “Analytics” option to access the tool.

After launching its dedicated page, you will be able to access different sections and gain all the crucial information related to your Twitter account. Once the analytics page is launched, learn more about its numerous applications by following these suggestions.

1. Track the growth of your followers, profile visits, and impressions

On the home tab of the Twitter Analytics page, the first thing that you will notice is the display of some vital statistics related to your account. This will provide results related to the change in your follower count, profile views, mentions, Twitter impressions, and more.

It can help you know whether your current marketing strategy is producing the desired results or not.

2. Analyze your monthly performance on Twitter

The home page of the Analytics section also provides crucial details in a monthly view. This includes your top tweet, top media post, top mention, and so on. Also, you can find out about your top followers from here.

Here’s why this is interesting:

• Know more about the kind of content that did well in the past.
• Learn which media posts did well in the last few months.
• Consider this as indirect feedback from your audience.
• Iterate or repeat the same pattern to get more traction in the future.

3. Learn about the total impressions of your organic content

The “Tweets” section of the Analytics page can be used to attain comprehensive information regarding the overall performance of your tweets. After launching the page, you can view a histogram regarding the overall impressions of your content with respect to the selected time duration.

Simply hover on the graph to know the organic reach of your content and the number of tweets posted on the day. This information can be used to devise things like:

• What the best days are to post your content
• The kind of hashtags that produce positive results
• Top tweets, the content structure, the impact of including media files, and more

If you want, you can just click on the calendar icon right above the histogram and attain the same kind of information with respect to the provided time duration.

4. Analyze tweets based on different parameters

Just below the histogram, you can get extensive detail about your top tweets. It can be used by marketers to calculate the total reach of their tweets individually. This info can help you learn what kind of content has worked well in the past. You can also learn from your mistakes and avoid posting similar tweets that gained limited traction from your audience.

• Under the “Tweets” section, view all the tweets posted in the selected duration and get information regarding their impressions, engagement, and engagement rate.
• If you want to know these details regarding your top content, then click on the “Top Tweets” section.
• The “Tweets and Replies” section will list all the tweets and replies that you have posted.
• If you have run ads, then you can click on the “Promoted” tab to know these essential details regarding your paid content.

Note: Impressions are the cumulative number of times a tweet is seen. Engagement is the number of times a tweet is liked, replied, clicked, etc. Engagement rate is the percentage of engagements over total impressions.

5. Get to know more details about various Twitter metrics

On the same page, you can view plenty of other details. The section on the right will provide different metrics represented in visually appealing ways. This can be used to know if your calls-to-action (CTAs) are working or whether your present marketing strategy is producing the desired results or not.

• Engagement rate can help you devise if your content is getting appreciated by your audience or not.
• The “Link Clicks” section will let you know about the working of your present CTAs.
• The Retweets, Likes, and Replies section will further help you analyze crucial results related to your content.

6. Calculate the ROI of your promoted tweets

You might already be familiar with the ad section of Twitter. It provides a fast and effective way to run promoted campaigns and get your tweets featured instantly. Nevertheless, there are times when marketers find it hard to calculate the ROI of their promoted content.

On the “Tweets” page, you can simply click on the “Promoted” section. This will provide the same stats (impressions, engagement, and engagement rate) related to your promoted tweets. Additionally, the histogram will also be highlighted in different colors. You can simply hover on the chart and compare the reach between your organic and promoted content.

7. Learn more about the interests of your audience

For any marketer, the “Audience” section of the Analytics page holds utmost importance. It doesn’t matter what kind of brand you are managing, you can’t use Twitter as a social media tool without understanding your audience. This is exactly where the Audience section of the Analytics page can help you. Unlike other popular social media platforms, Twitter allows its users to learn more about its audience without using any third-party solution.

After clicking on the “Audience” section, you can view various tabs about the demographics, lifestyle, consumer behavior, and mobile footprint of your audience. From the “Overview” section, you can have a quick glance regarding the interests of your audience. I find the “Lifestyle” section one of the most important parts of Twitter Analytics.

It can help you perform Twitter monitoring and determine the major sectors and industries your audience is interested in. This can be used to come up with a new marketing campaign that will align with the interests of your audience. Also, you can know about the genre of shows your audience likes or the political parties they support. This information can play a vital role while running a viral campaign.

8. Dive deeper into the breakdown of your followers

Since the audience section provides such vital information, you should certainly make the most of it. For instance, you could visit the “Demographics” section to get in-depth detail about the breakdown of your audience. This will help you know parameters like age, gender, country, languages, and more related to your followers. You can even know about their marital status, household income, home ownership, etc.

This can be used as a powerful tool while running a specific campaign for your brand. Additionally, you can learn whether your strategy is working or not. For instance, if your brand is oriented towards men and you are getting more women as your audience, then you need to bring a prominent change in your marketing strategy.

Furthermore, you can go to the “Consumer Behavior” section of the page to know what kind of brands and products your audience would like to buy. If you are running mobile ads, then the “Mobile Footprint” section of the page can be used to gain productive results as well.

9. Run a campaign regarding an upcoming event

If you are using Twitter Analytics, then you will never miss out on any upcoming event. Simply visit the “Events” section on the Analytics page and get to know about all the major upcoming events. You can click on the “Create New Campaign” button to work on a new campaign. If you want to get more information about the target audience of the event, then click on the “View Details” button.

You can also get to know about the recurring trends from here and filter events on the basis of location, event type, dates, and more. In this way, you can handpick the events that will appeal more to your audience.

10. Perform conversion tracking via Twitter

Conversion tracking is the latest addition to Twitter Analytics that can be accessed from the “More” section. This can be used to measure your ROI on Twitter and know how many leads you were able to generate from Twitter marketing. After passing the terms and conditions, Twitter will generate a website tag. You can simply install the tag on your website and measure the conversion of your audience into prospective leads.

Bonus: Export your data to perform other operations

Besides providing all these remarkable features, the Analytics data can also be exported into a CSV file. Just go to the Tweets section, select the time duration of your choice, and click on the “Export” button. This will save the analytics file on your local system. Later, you can open it in Excel and perform all kinds of operations or use it to prepare a Twitter marketing report in less time.

Even though Twitter Analytics provides an in-depth view of your account and its audience, sometimes users wish to know more information related to their targeted hashtags and keywords. In this case, you can use various third-party twitter analytics tools. For instance, you can use an application like Socialert to analyze your twitter hashtags on a real-time basis. It can help you analyze keywords and gain extensive results related to your hashtags.

Wrap up

Now that you know these remarkable tips and tricks related to Twitter Analytics, you can certainly level-up your digital marketing strategy. If you still have a question regarding hashtag marketing or Twitter Analytics, feel free to drop a comment below.

Guest Blogger: Along with social media marketing Pankaj Narang is determined to shape his ideas into perfect products. CoFounder of Socialert, he believes in coming up with engaging tools to redefine the face of social media marketing. You can check his blog here.

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