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How to Use Twitter Analytics to Improve Your Audience Engagement

27 Apr, 2015 McKell Naegle


For a business, a tweet can be effective or it can be a 140-character statement that gets lost in the Twittersphere. It’s important to know how to use Twitter analytics to help you assess what’s effective and engaging for your audience.


After creating a Twitter account for your business and playing with different tweet ideas, including testing different times of day with different content for your business and followers, you’ll be able to pull the analytics for all of those tweets. You’ll then be able to compare each analytic with all of your other tweets to get an overall idea of how effective your business is on Twitter.


One of the easiest ways to get your Twitter analytics is to go to www.analytics.twitter.com and log in with your Twitter account information..You can also go into your profile on Twitter and click on your profile image in the top right corner, then select “Analytics” from the dropdown menu. It looks like this:


A graph of your last 28 days on Twitter will be generated that will include the engagement, engagement rate, and impression of each tweet in that time period. The analytics will also show you likes, retweets, and mentions that have happened in your tweets. Along the right-hand side of the page there will be smaller graphs that show you the average of the engagement rate, link clicks, retweets, favorites and replies. Pretty nifty, huh?


Using this information, you’ll be able to see what times of day worked, if people engaged with the hashtags that you used, which consumers engaged with you the most, and how much your business on Twitter has grown. If you click on “View tweet details” underneath each tweet, it’ll break down everything you need to know. This information is very helpful when determining what is actually working, as opposed to what you think is working.


One fun feature that is relatively new is the ability to look at the analytics on your Twitter feed itself. There’s an integration of analytics that you can click on to give you the data for that tweet in really quick way. It’s been integrated on mobile platforms for easy use wherever you are.


Twitter analytics will also show you the amount of impressions each tweet received, which is the number of people who scrolled through their feed and saw your tweet. The same relative principle applies to the organic impressions and the promoted impressions. People are seeing your tweet different ways, but they’re seeing your tweet nonetheless.


If you travel back up to the “Analytics” button and click on “Followers” on the dropdown menu, you’ll be able to see who your followers are. This page presents you with a graph of your follower growth over your whole Twitter life. The page also shows you the gender of people that follow you, their location, and their interests. That’s pretty great information for knowing and understanding how to target your audience a bit better.
There are a variety of ways to keep track of your company’s analytics over a period of time. If you want just the overall topical view, just taking a moment every week to look at your analytics report from Twitter is all you’ll need to do. However, if you want to know exactly what is happening over an extended period of time, you can pull all analytics into an Excel document. If you’re just starting to measure analytics, and you’ve had a business Twitter account for longer than 28 days, you can easily extend the date range to see analytics for previous months’ tweets. You can go as far back as 13 months, but you’re only able to see 92 days at a time.


Key Takeaways:


Twitter gives you the tools to assist in growth and engagement. Use them. Don’t disregard the analytics. Even if you think you’re on the right track, analytics will always give you concrete information for what your customers are responding to.


Remember to tag whoever you’re speaking about or to in your tweets to increase engagement. Respond to people who reach out to your company to give your business a personality. On that same note, make your tweets both relatable and informational for your consumers. Have a friendly personality that they’ll feel comfortable interacting with. They won’t want to engage with you if your tweets sound robotic.


Like our information about Twitter analytics? Check out our “How to: Google Analytics.”

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