How to measure the success of your Twitter campaign

Posted on May 27, 2020

 

Twitter Analytics was launched in 2014 and represented a big move from the platform towards greater measurement abilities, and ultimately transparency, for all of its users.

In this time, Twitter has continued to upgrade the tool to provide insights into a number of useful metrics, but not everyone knows it’s there as a free, ready-to-use resource for both personal and business accounts.

How do I find Twitter Analytics?

There are two simple ways to find Twitter Analytics. Firstly, when you are logged into the account you want to analyse, you can open a new tab and insert its URL. However, there is a second, quicker way to find the tool. Again, when logged into the account, from the menu, select ‘More’ and ‘Analytics’. This will take you to the tool’s dashboard.

The dashboard

Twitter Analytics’ dashboard acts as an overall summary of the account. Along the top, you will see a 28-day summary, with a comparison to the previous 28 days. This will show how many tweets you’ve posted, the number of collective impressions those tweets have had, the number of profile visits the account has received and the number of followers it has.

Below this is a more in-depth monthly summary, with data being shown per calendar month. It will display those same four metrics, plus the number of mentions the account has for that calendar month, along with some highlights from these periods.

These highlights show what the account’s top tweet was, detailing the tweet and how many impressions it had, as well as the top media tweet. It also shows what the top mention was, if the account was mentioned by another in that timeframe and who the top new follower was.

Tweet Activity

Along the top menu bar, next to the Twitter Analytics logo, you’ll see the options ‘Home’ (which is the dashboard), ‘Tweets’ and ‘More’. The Tweets tab takes you through to Tweet Activity, which goes into a little more depth about each individual tweet. You can change the date range and even export this data to use elsewhere.

Here, you can see every tweet from the selected date range, which defaults to the past 28 days. Analytics will tell you how many impressions the account had in that time and show a graph displaying the number of tweets and impressions for each day of that period.

Underneath the graph, you will see a list of tweets. It will tell you what you tweeted, as well as how many impressions and engagements it had, and an engagement rate percentage.

Why is this data helpful?

These statistics can help you plan your campaign, giving you an insight as to what types of content attract engagement from your audience, and what gets them clicking and interacting with you. It can help you to decide what works and what doesn’t work quite so well.

Why not try approaching your social media in a different manner to normal and see what effect that has on your audience? What time of day is the best time for you to tweet? These questions can be answered by looking at Twitter Analytics.

If you’re struggling with your social media campaigns, why not get in touch with Engage Web today and see how we can help you?

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