Earlier this week, Twitter opened up Twitter Analytics to all of its 271 million users: previously the service was only open to paid advertisers. For everyone who uses Twitter to engage with their audience, whether you are a business, blogger or whatever, this is fantastic news – analytics should always take the guesswork out of your decision-making. So, how does Twitter Analytics work?
If you have tried to drive Twitter engagement, then you will have that familiar feeling of composing your tweet, posting it and hoping for the best, but fearing that your tweet is getting lost in the noise of the Twittersphere – and only realising that someone has read it at all when you get a retweet or favourite….if it sounds familiar, Twitter Analytics is here to help.
When you log into Twitter Analytics, you will default to the ‘Tweets’ section (look in the left hand corner for this). You will firstly see a graph which will show the number of tweet impressions day on day for the last week. You should be looking here to see if your impression rates alter by day of the week, or if you have had a particularly strong or weak performance – you can page down to see the performance of individual tweets to see which ones engage your audience and which ones didn’t. To the right of the graph, you will see your daily average number of impressions. A nice amount of information, and in my opinion, not too overwhelming.
Below the graph, you can see the stats for every tweet that you have sent – how many times the tweet has been seen (impressions), engagements and engagement rate. This is a great way of finding out the characteristics of your most successful tweets – you should be looking for to see how different tweets perform according to length, format (i.e. image, link, Vine, etc.), day of week, time of day, etc. To the right of the individual tweet statistics, your engagement is broken down – clicks, retweets, replies by day for the last month.
At the top of the screen, you will see that you also have the option of ‘Followers’. If you have ever tried to analyse your Twitter audience, you will see this as a great addition! It allows you to see how your follower numbers have changed over the last year (hopefully this number will be in growth!). It also lists your followers’ interests, geographic location and even gender. If you are trying to target a particular audience with your business, this is a useful tool which will see if your targeting is working, if you check it regularly.
In the era of data being absolutely everywhere, particularly in digital, it is easy to be critical of yet another tool showing you lots of numbers. But across the world, people are investing huge amounts of time in Twitter with very little information available to determine success – not anymore, and for that reason, as well as the relative ease of use, Twitter Analytics is a great addition for marketers, particularly as you can export the data into as a CSV file to allow further analysis.