Twitter, like practically any of the social networks that we know, has a statistics section. It is called Twitter Analytics and it is available to any user – not just companies or professionals – so that we can see what scope and impact our publications have, or our profile on Twitter in the broadest sense. But the truth is that it has a certain crumb to interpret the data that appears here. We explain how you can view your Twitter statistics through the Twitter Analytics section, and how to understand and interpret this information.
Twitter Analytics: Home
Through this website you can access Twitter Analytics , the official Twitter analytics tool . And once you enter, by logging in with your user account or that of your company, the Home screen will appear . A main section in which, in fact, most of the relevant data for any user is located, as a summary of the profile.
28 day summary
As its name suggests, this section is a summary of the analytics of our Twitter profile for the last 28 days. We can see the Tweets that we have published (in quantity), the Impressions , the Visits to the profile, the Mentions and finally the Followers.
- Tweets : number of posts you have made.
- Impressions : number of times your posts have been viewed.
- Profile visits : number of times your profile has been viewed.
- Mentions : number of times they have interacted with your @name.
- Followers : number of followers and evolution.
View per month
Without leaving this Start menu within Twitter Analytics, scrolling down we will see the view per month; that is, a summary with more key data about each month. Here we can see things like the main Tweet, or review in depth the Main Mention, the Main Follower and also the Tweet with main multimedia content. Next to each of these we will see why it has been selected as ‘main’, according to the number of impressions and interactions in the case of tweets, and of followers in the case of the follower.
- Top Tweet: your most relevant post of the month by its reach in impressions or interactions.
- Main mention: the interaction with your @name most important for its reach in impressions or interactions.
- Main follower: your new most important follower by its number of followers.
- Top Multimedia Tweet: Your most important photo or video post by reach in impressions or interactions.
Summary of the month
And here in this same section, on the right side, we have a summary of the month . In it we can see the number of Tweets we have published, the number of visits to the profile, the mentions and the new followers. In other words, this section is similar – in the data it shows – to the 28-day summary , but with the difference that it is a brief summary of each month . And as we go down on this same screen, still on the right side, the rest of the summaries for each month will appear.
Twitter Analytics: Tweets
This second section of Twitter Analytics allows us to delve into the statistics on publications that we have made within the social network Twitter. In graphical form, we can see how many impressions we get in relation to the number of tweets. But, also, just below we have a menu to see tweets, featured tweets, tweets and responses and, in case we have done any promotion, the promoted publications.
In this lower navigation area, for each tweet, we can see the impressions that the publication has had, the number of interactions, and the interaction rate, which is actually the relationship between the previous two.
- Impressions: number of times the publication has been seen by other users.
- Interactions: number of times users have interacted, for example, by clicking a link or viewing an image.
- Engagement rate – The ratio of impressions to engagements for a post.
In the right sidebar we also have the option to see detailed statistics: interaction rate, clicks on the link, retweets, likes and responses. In other words, here we can see five additional graphs showing the interaction detail for all the publications over the last few days, but how is this data interpreted? It’s simple:
- Engagement rate – The ratio of impressions to engagements for a post.
- Link Clicks: Number of clicks on URLs included in your posts.
- Retweets: number of times your content has been republished to followers of other accounts.
- Like: number of users who have marked your posts with a ‘like’.
- Answer: number of times an @yourname was generated from one of your posts.
Twitter Analytics: Videos
Twitter also offers you the possibility to analyze the statistics of the videos you have uploaded.
- Click on the “More” tab located in the Tweet Activity panel and select “Videos.”
- This will open a Video Activity panel, which as we have seen in the Tweet Activity panel, will give you information about the tweets with videos that you published organically, as well as those that you promoted.
- You will be able to see the retention rate , that is, the average percentage of your video that users have seen.
- Playback rate: The rate your video plays at 50 percent for at least two seconds or when a user clicks to expand or unmute your video.
- The completion rate: refers to the average number of users who saw our video until its completion.
Twitter Analytics: Conversion Tracking
This section allows you to check the performance of your Twitter posts in conversions on your website. The rate will depend on the actions that followers take when they find one of your ads on their timeline or if they interact with them.
To access this section select the “More” tab in the Tweet Activity panel and click on “Conversion Tracking”.
To start it you must do the conversion settings. The first time you enter, click on “How to start” and you will have access to your conversion tag. Download or copy the code snippet and insert it at the bottom of every page on your website. Once you have it ready, you will be able to create different types of conversion: visits to the website, purchase, download, registration … It will also show you the statistics and you can create personalized audiences based on them.
