Previously Twitter’s Analytics Dashboard was only available to advertisers and verified users. Anyone who tweets in English, French, Japanese and Spanish can now access it at analytics.twitter.com. Data starts from 1 October 2013. Many people say to me that they know Twitter plays a positive role in their social media marketing strategy and advertising but find it hard to understand its impact. This dashboard will help unravel some of the mystery and I can see it improve the way companies use Twitter in two ways:
- Getting tweets to followers at the right time – with impression data it’s easier to see what tweets have had less exposure than others. These can be scheduled for a better time to increase engagement.
- Planning content – the impression and engagement data will tell you what topics rock followers’ worlds the most. Use this to plan even better content.
What does the dashboard do?The dashboard gives an overview of how individual tweets perform, as well as a 28-day average. This data can also be extracted so you can manipulate it offline. You can also track follower growth, as well as the interests, location and gender of followers. Promotional tweets and Twitter card data also sit within the dashboard. Features that I love about the dashboard are the ability to export the data and individual tweet performance data. This will make it much quicker and easier to report on Twitter performance. There are lots of other products that will report on Twitter data for you, e.g. HootSuite, SumAll, but this dashboard will give you more data on specific tweets.
Tweet dataWhen you log into Twitter Analytics, the first screen you see is a summary for tweet impressions over the past 28 days. Tweets and an individual breakdown of their performance appear underneath. If you’ve used Twitter Advertising before, this will be familiar. You can now see:
- Impressions – the number of times users saw the tweet on Twitter
- Engagement – the number of interactions with a tweet. This can be replies, favourites, follows, retweets and clicking anywhere on the tweet such as the hashtag, profile name or link.
- Engagement rate –number of engagements/number of impressions.
- Detail expands (number of times a user clicked to view more details)
- Link clicks (to a URL or card in the tweet)
- Micro – Impressions, detail expands, favourites: actions where the user is aware of you but has not directly interacted with you.
- Macro – retweets, replies, link clicks: actions where the user is actively engaging with you.