The Twitter analytics dashboard provides a unified interface where you can learn about your followers and engagement and streamline your content strategy. To simplify the Twitter analytics learning curve for you, this article discusses some of the tool's most useful insights:
One of the top Twitter tips from industry professionals is learning to keep track of your impressions. Impressions reveal a Tweet's organic views over a period of time. While you can't use the metric to determine the number of individual handles that viewed or retweeted your post, it can help you identify the tweets that made it onto multiple feeds. You can use it to measure your brand awareness and know the type of content your followers fancy.
The analytics tool also records and displays the number of visits your account gets from unique handles over a period of 28 days. By comparing this data with data from previous 28-day periods, you can tell whether your account's popularity is growing or dwindling. Many times, differences will arise from a sudden change in content type, tweeting frequency, or even visual concepts and editing techniques, so it's important that you have a record of all major changes for easier identification of what to credit for an increase or decrease in profile visits.
Unlike the profile visit metric, which doesn't reveal the accounts that visited your profile, the top mentions metric shows you both the handles and tweets that mentioned you and the amount of impression they had.
Mentions from other Twitter users provide lots of valuable insights that you can use to tweak your marketing approach. For instance, by identifying the mentions with the most retweets and feedback, you can tell what prospects, customers, and followers think about your brand. You will also determine the kind of content with the most positive reaction and address concerns much more quickly.
The link clicks metric measures the number of clicks a link in your tweet gets. You can use it to tell whether you are presenting the links in the right way and gauge the success of your marketing funnel at the very top level.
There is no universal method for using hashtags. It all depends on how well you blend them into your tweets and get people to view your content. By monitoring your hashtags, you can determine the popularity of each and point out the constant factor in the ones that are performing best. It will help you understand your followers better and put out more relevant and effective content in the future.
The top follower metric lists the accounts that contributed the most to your following over 28 days. Usually, when you share a large part of your follower-base with another account, it means you are in the same niche or a related one. Therefore, monitoring this metric will save you the headache of finding partners in your next influencer marketing campaign and provide you with new ideas to drive more engagement on the platform.
Your top tweet is the post with the most engagement and impression within a specific period. While it is not always easy to determine the exact element that made a tweet go viral, you can point out patterns from a series of top-performing tweets and infer. Constant tracking will only increase your accuracy and strengthen the bond between you and your following.
If you partially use videos to engage your followers, the video content section of the analytics dashboard will help you monitor the viewership and response to your videos. It will show you the videos with the most views and offer details such as whether or not people are watching your videos to completion. Tracking this metric helps you determine the types of videos that your followers like and even whether you are better off without the videos in your strategy.
Your engagement rate is the quotient of your engagements and your total Twitter impressions. A tweet is said to have a high engagement rate if it creates a relatively large or longer-lasting conversation. You can measure the rate of individual tweets or analyze your entire pool to see how your account is performing.
This section highlights recurring trends and upcoming holidays and events, as well as the tweets they appear in. Tracking them helps you discover new content ideas and create a more effective tweeting schedule.
Twitter is one of the most resourceful traffic sources for websites and brands. Twitter analytics helps you monitor the performance of your account without having to observe each tweet separately. Hopefully, the above tips come in handy as you look to enhance your engagement and make the most of your presence on the platform.
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