As we have already stressed on many occasions, data analysis or web analytics are essential in any digital marketing strategy to meet objectives. In SEO, in Social Networks, in Social Ads, display campaigns, content marketing… in everything.
Data gives us the real pulse
Happening, what decisions to make and therefore where to direct actions to increase final conversions.
Twitter is more than just a direct communication channel with our audience. It is a very powerful tool that we must know how to monitor, parameterize and extract all possible data; not only to know if we are on the right track but also to launch actions and measure, correct and launch again.
In this sense, Twitter itself launched Twitter Analytics. A small suite that gives us the real pulse of our profile: total tweets, total impressions, profile visits, data about our audience…
Let’s take a closer look at each of the available features to get the most out of them.
Start the Twitter Analytics home
To access this data suite, in our main profile we have to click on our photo, located in the upper right corner. When the menu opens, we will click on analytics.
Here we go to the main Twitter Analytics home page, in this case I’ll show you mine:
Analytics twitter
On this page we can see a summary of the profile’s activity, which by default will show you the last 28 days, as well as the percentage comparison with the previous month, that is, whether you have grown or decreased in results.
Important concepts to keep in mind
Tweets : total number of tweets we have published on the profile.
Tweet Impressions : How many times the tweets have appeared or the number of times users saw our tweets on Twitter.
Profile visits : simple, how many people have visited our profile.
Mentions : how many tweets have mentioned our nickname, in this case
Followers : the total number of our followers.
Tweets with a link to your profile : how many tweets have been published with a direct link to our profile.
Below is a summary of the highlights month by month, so that we can scroll through and see the entire historical data.
The screenshot we can see the month of October
Main Tweet : Our best tweet. In this case with 16,200 impressions, 23 retweets, 19 likes and 2 replies.
Top mention : Which tweet has mentioned us with our nickname which has had the most impact? In this case, one from Pr Noticias with 52 interactions.
Top follower : the one with the largest community of followers.
Tweet with main multimedia content .
Tweet con card principal.
In this way, at a glance and as if it were a dashboard, we can see the health status of our profile.
It is important to start looking at data other than just the growth of the community, but also the real engagement of my brand.
Tweets
As good digital marketing professionals and community managers, we cannot stop here; we must continue to delve deeper into the tool. So, we are going to click and go into detail on each of the tabs that appear in the main menu of Twitter Analytics.
Click on we will see this page
Tweets
In this tab we will analyze the tweets in detail. It is worth highlighting two peculiarities:
– Calendar : at the top right, where we can choose the time period we want to analyze.
– Export : Twitter Analytics allows us to download the data in CSV format, so we can work with it on our laptop or computer, cross-reference it and extract new data.
Well, once the time period has been set, the first thing worth highlighting is the total number of impressions of our messages.
In my case, 187.400 impressions. This data tells us the real impact or reach of our profile. We have had a greater or lesser reach and why, this is the question to be resolved.
Top central bar graph : This is a summary of the total number of impressions per day. And the average number of daily impressions, in this case 6,700 impressions/day.
In blue are the total organic impressions per day and in the lower gray bar the total tweets.
With this graph we analyze the daily trend, we see how our reach has been based on the total number of tweets sent.
If we scroll further we can see all the tweets we have sent. That is, tweet by tweet.
We can see the actual tweet that was posted, the impressions it generated, the interactions, and the engagement rate.
You can even view all tweets or sort
Featur tweets, tweets and replies, or promot if you have run a Twitter Ads campaign.
This will help us to begin to go deeper into our analysis. Which tweets are the best and worst, who was impacted, what content…
Other concepts to keep in mind:
Interactions in Twitter Analytics : The total number of times a user has interacted with a tweet.
Engagement Rate in Twitter Analytics : This is the number of interactions (clicks, retweets, replies, etc.) divided by the total number of impressions.
tweet by tweet analysis
If we click just below the tweet on “View Tweet Activity” we will have the full details of the tweet. It would look like this:
Detail date tweet an analytics twitter
With this data we can see how each of the tweets launched has worked, which content works best, which has had the most engagemen.
Weekly Phone Numbers. Latest Update 2024 All My Database Latest Update All email data GDRP Basic Only email data Get this service at a very low price. This is a negotiable service (Example: – Buy B2B database at the cheapest price and search for information with 100% valid + quality data Find only business contacts in many ways… List your products and offer services.
This way we can assess the quality of our community in more detail and depth. Not just the total number of “likes” or retweets, but also analyze the clicks on the link, the responses and the interactions with the multimedia content.
Very important : we must work to increase the interaction rate, which is the final impact of my content. To do this we can do some tricks such as mentioning our influencers or relevant people who make sense with what I publish. Work well on the copies and photography so that they are impactful. Look for collaborations and digital support. Work well on the community, affinity of interests versus quantity.
To finish this tab, we will find
On the right side 5 summary graphs that will give us at a glance the trend of each of the factors analyzed:
In this tab we go into depth in the analysis of our audience, a key factor for our Twitter profile to be competitive.
Once again I repeat why it is key: look for the quality of my community because it will be what increases my interaction rate and my final conversion goal.
Just below the profile photo we find a great feature. Twitter Analytics allows us to filter and compare audiences of our followers, the organic audience or Twitter users.
With a multitude of possibilities, as we see in the following screenshot:
Filtering audiences in Twitter Analytics
With this filter we can cross-reference variables to compare, for example, our community by segmenting by people and behavior. To compare it with the total Twitter audience and see, for example, if we are working with a segment with growth potential.
Also on this page we have 4 tabs.
General information .
We found the growth of our audience of followers over the last 30 days, the total. In my case 6,825 followers.
We have the daily growth in the how to find best commercial funding company bar graph to see new followers and the positive, negative or maintenance trend.
In my case it would be a slight positive growth. If you look closely at the graph, it indicates that my audience growth strategy is natural. Growing through the quality of content, little by little but with affinity of interests.
Twitter Analytics then summarizes b2c lead the rest of the tabs so that we can have a general overview of our followers’ profiles: interests, gender, etc.
