If you asked young people which platform absolutely has to be installed on everyone's phone today, more than half would probably give the same answer: the Twitter app. Because in the world of social media right now, almost every trend, whether it's a hot new one or an old one dug back up and turned into a talking point, comes from this wildly popular blue-bird app that has been part of teenage life for nearly a decade. Whether it's because Twitter is a platform that lets users express their identity better than other platforms, or for any other reason at all.
You have to admit that Twitter has become one of the social media platforms with the greatest influence over the younger generation. So it's no surprise that marketers and brands alike are increasingly spotting an opportunity to break into the online market on this platform. That's why, in this article, we'll guide every brand and new marketer looking for fresh approaches on the platform through a tool called Twitter Analytics, which lets users view various insights so they can use that data to improve your marketing strategy. If you're ready, let's get started.
How to Activate Twitter Analytics
There are two ways to activate it. The first is to go to this link https://analytics.twitter.com/about and then log in to your Twitter account to activate Twitter Analytics
The second method is suited to anyone who already uses Twitter Ads, as you can activate it directly through the Twitter Ads Manager menu.
How to Use Twitter Analytics: The Basics
The data users can choose from comes from three main areas: the Account Home, Tweet and Activity, and Videos pages.
1. Check Your Monthly Highlights via Account Home
On the Account Home page, users can view a summary of activity on their Twitter account over a one-month period through these metrics:
Monthly Highlights
For users who want to review various Twitter Activity, including Top Tweet, Top Mention, and Top Follower:
- Top Tweet is based on Tweet Impressions data.
- Top Mention is based on Mentions data.
- Top Follower is based on New Followers.
In addition, you can also review various metrics summarized on a monthly basis.
2. Check Engagement via the Tweet Activity Dashboard
Users who want to review insights on a per-post basis can do so through the Tweet Activity page by choosing to view data for the past 7 days, the past 28 days, or a Specific Month. You can also choose filters to view data by different tweet types, such as Top Tweet, Tweet & Replies, and Promoted Tweet. The system displays the data as various graphs based on the following metrics:
- Impressions The number of times other users saw that tweet.
- Engagement The number of times a tweet was clicked, retweeted, replied to, or liked, as well as clicks on profile pictures, usernames, hashtags, and more.
- Engagement Rate This displays the rate calculated by dividing the number of Engagements received by the Impressions that occurred.
If you want to see more details for each individual tweet, you can. There are three additional metrics users can check:
- Detail Expands Shows the number of times other users expanded a tweet to see more details about it.
- Retweets Shows the number of times a tweet was retweeted by other users.
- Link Clicks Shows the number of clicks on links within that tweet.
3. Check the Performance of Video Content on Video Activity
Users who want to review insights for each piece of video content can do so through Video Activity by choosing to view data for the past 7 days, the past 28 days, or a Specific Month. You'll then see various graphs showing the views received. You can also choose filters to view only Promoted Video, or view all video content. The system displays the data as various graphs based on the following metrics:
- Video Views Shows the number of times your video content was viewed.
- Completion Rate Shows the percentage of users who watched the entire video.
All of this is what Twitter Analytics can offer users in terms of various insights, so you can assess different aspects of performance and apply that data to your marketing strategy on Twitter. Most importantly, Twitter Analytics is a tool that comes built into the platform and can be used for free, making it ideal for every new marketer.
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