How to Use Twitter Analytics: The Champion’s Guide

This is the last Twitter Analytics guide you’ll ever need. You’ll not only learn the ins and outs of Twitter Analytics, but you’ll learn what analytics to check, what they mean, and how to use them to become an audience-growth champion!

 

What is Twitter Analytics?

Using Twitter Analytics, you can track and view key metrics like follower growth and decline, impressions, engagement rate, retweets, and more. Since 2014, the feature has been offered to all personal and commercial users. Yet, in 2020, Twitter removed the Audience Insights tab, so there are only analytics available for your tweets and media.

Twitter analytics shows you how people are reacting to your material, your best content, and general metrics you can use to help gauge what content your audience likes.

 

Table of contents:

  1. How to Check Your Twitter Analytics
  2. What does Twitter Analytics Show?
  3. How to Use Twitter Analytics: Expert Insights
  4. The Twitter Analytics That Make You a Champion
  5. Get the Full Story Behind Your Twitter Analytics

 

How to check your Twitter Analytics?

Check Twitter analytics via desktop
On the left-hand panel, click More, then Analytics. From there, you’ll be sent to Twitter Analytics.

 

Check Twitter analytics via mobile
On mobile, you can check the analytics of individual tweets.
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What Twitter Analytics Shows You

When you open Twitter Analytics on the browser, you get a breakdown of your followers’ reactions to your content in the last 28 days.

  • You see how many times you tweeted,
  • how many followers you have,
  • how many people have seen your content (impressions),
  • how many people visited your profile or mentioned you.

These five metrics show whether they have been declining or growing and by how much shown as a percentage (%).
 

 

Monthly Highlights


Twitter Analytics shows you your top tweet, top mention of your account, top tweet with visuals, and top follower. These highlights include a top metric for impressions or engagements (if someone liked, retweeted, or replied to your post).

Twitter Analytics shows this breakdown for every month, which lets you get a sense of what content your audience likes.

 

Tweet Activity


Tweet activity analytics shows a breakdown of the engagements received on your tweets, grouped into weeks from the last 28 days. Here, the number of tweets tweeted is overlayed with organic impressions.

You also have the choice to expand your tweet analytics to around three months to get a fuller view of your tweet metrics compared.

From the Tweets Menu tab on Twitter Analytics, you get a breakdown of all your tweets with a view of how many impressions and engagements they got with a calculated engagement rate. The engagement rate is the percentage of engagements for how many impressions you got.

The next tab shows your top tweets, sorted by impressions or how many people your tweet reached. The Tweets and replies tab shows your replies to people and the metrics they got, which is much better compared to seeing each tweet’s analytics one at a time.

Finally, promoted tweets will be displayed on the promoted tab.

Small charts break down each metric over the month on the right sidebar:

  • Engagement rate (%)
  • Link clicks
  • Retweets without comments
  • Likes
  • Replies

 

Twitter Video Analytics


A monthly breakdown of video views on your Twitter Analytics Video Activity Menu tab shows how many people watch each video during the 91-day period.

Each of your videos for this period will show in the All Videos tab, including Twitter Studio or Ads videos. Therefore, you can easily compare video views and the percentage of how many viewers watched until the end of your video.

On the right sidebar, you can check your average retention rate grouped in four as a percentage of how long they stayed to watch your videos in that period. It ranges from start to 100% completion, so you get a sense of when most people stopped watching.

 

How to Use Twitter Analytics: Expert Insights

What makes you a Twitter Analytics champion is how you use your metrics strategically.

For example, with Twitter’s 28-day summary, you can quickly check your monthly status of follower growth. If your Tweet Impressions are down, then it’s time for a collaboration for more impressions.

Or maybe you just need to post when your audience is online, which you can do when you get your tweet analytics with your content calendar and audience monitoring on one platform.

 

Get the most out of Twitter Analytics


After looking at your monthly summary, check out your top-performing content and follower of the month.

Pay attention to what kind of content you were sharing: maybe it performed better than others when you asked a question. Perhaps you posted an inspirational quote that your audience resonated with.

Take this insight, move over to the tweets tab, and compare this content with your top tweets of the past 91 days. Notice if your feeling was right and if that top-performing question you asked matches other top tweets. If there are lots of questions, it means your audience really likes to answer them, and you can keep asking more.

Another tip is to look at your Engagement Rate on the right sidebar – are there any spikes?

Find your top tweets with the highest percentage of engagements to impressions and figure out what made people interact with you? Did you say something helpful? Maybe your use of images was appealing to others. Doing this will show you what makes people tick, so you can grow even faster if you keep it up.

Finally, you can do the same trick while looking at the right sidebar’s charts for replies or retweets. First, find what day had big spikes in the graph, then track down that tweet in your Top Tweets. Next, think of why more people retweeted or replied than usual.

 

The Twitter Analytics That Make You a Champion

They say video does really well on social. Usually, when you post gifs and photos, you get more engagement.

Try uploading more videos on Twitter, and if you don’t like being on camera, you can post short videos of text moving around to make your special tweets even better. Canva.com is free to make these videos, for example.

Twitter Analytics’ Video Activity analysis lets you check your video’s retention and get guidance on keeping your audience retained and Twitter recommending your videos.

Either you have text videos, or you post your own, the retention chart on the right sidebar shows you where most people dropped off from your video. So simply find out which spot most people kept browsing and see what lost people’s attention in your video. Then, you’ll know how to improve next time and get your message to other people with Twitter’s algorithm!

Compare, Rank, and Filter Your Twitter Analytics

If you’re not looking at your analytics, you’re missing out on secrets that data could be telling you.

You also hit a roadblock when you only get a few of your best tweets within 91 days. Growth ideas come from looking at all your tweets instead of only a few and comparing them all the way back to your account creation.

People who managed to build large followings on Twitter use their analytics to help them sell their offers, market their startups, or work their personal brands. So, if you’re serious about Twitter growth, you need an Engagement Dashboard that holds nothing back and tells the whole story.
 

 
Like Twitter Analytics, there are tons of free things millions of users love to do with Tweepsmap. Millions of users love scheduling Twitter threads, polls, tagging people, and separating their content in a content calendar that automatically reaches the best times to tweet when your followers are online.

These tools will make you a Twitter growth champion and boost your engagement naturally. But if you want to tell the whole story behind all your tweets, you can filter them by any metric you need.
 

 
Imagine filtering all of your tweets for link clicks. Then, finally, you can know what tweets bring your followers to your website!

 

Filter Twitter Analytics by Content

You can get the complete picture with all analytics filtered by any kind of content you choose when you set up a pipeline in your content calendar.

Make one for threads, questions, photos, blogs, news – whatever you like! Then, in your Engagement Dashboard, you can get the full range of analytics for each content category. For example, see how your followers like your threads compared to your blog posts.

 

Twitter Follower Analytics


Data is one thing, but do you really know who is behind your engagements? For example, you can get a list of all your most engaged users for the time you choose when looking at your Twitter analytics.

Instead of only one top follower a month, see everyone and engage with them to build a real community on Twitter. Analytics can only bring you so far, so interacting with real people is what it takes for authentic Twitter growth.

 

What should I Tweet about?

Check out your Best Words on your Publishing Brief to know what topics your audience really likes. Then, on your Publishing Interface, you can find a list of words and hashtags your audience is using at the moment to join their conversations and stay relatable.
 

 

Beyond that, see how your audience feels in the moment and what topics are trending where they live. Joining your community’s conversations is a tremendously powerful way to drive more natural engagement as a proactive strategy for Twitter growth.

 

Visualize Your or Anyone’s Global Following

Instead of checking your analytics, try seeing where your followers are on an interactive map. Create an accessible report on any topic you or anyone discussed and see how those hashtags and keywords traveled across the globe.

Maybe your American followers really love your content about tech, for example, and you can target their time zone for that content to make sure all of your followers are happy.
 

 
Instead of grouping your content or time zone in your content calendar, filter your Engagement Dashboard by keywords. Then, get Twitter analytics to represent a topic regardless of its schedule.

 

Twitter Analytics with Demographics

Once you get the hang of filtering any keyword to bring its Twitter analytics, for example, you just need to check the demographics of the people behind those engagements. So now, you’re getting the deepest insight possible with your engagement metrics.

No matter how you filter your content, you’ll get a sense of the type of people who like that content. Powerful stuff!
 

 

Get the Full Story Behind Your Twitter Analytics

You know how much insight you get when you separate and filter your tweets. Twitter Analytics is a great free tool, and if you use some of Tweepsmap’s free tools on top of Twitter Analytics, you’ll grow your community much faster.

Ready to grow your Twitter community like a champion? Get the deepest analytics around that gives you the most control, like displaying all your tweets, who are engaging with them and what are their demographics.

Picture the ideas you could get by seeing your least performing tweets compared to your top tweets? How about comparing, ranking, and filtering those metrics since the start of your account?

Sorting your tweets by different metrics, content types, and keywords will unleash a whole new world of insight, giving you a clear path to limitless potential on Twitter.