Quick and Easy Guide to Getting What You Want Out of Twitter Analytics

Last week when I shared the beginners' guide to Twitter we WISH we would have had I promised to come back to the topic this week to talk about one of the most important aspects of any marketing strategy: measuring your success.

Today I'm going to walk through how to use some basic but very helpful Twitter analytics to tell whether or not your strategies are succeeding. These tools are meant for those times you need insightful information right away – you can grab information from any one of these in 60 seconds or less.

Ready?


The ultimate quick and easy guide to getting what you want from Twitter analytics. Save for those times when you're in a hurry and need to get a sense of how effective you are on Twitter in 60 seconds or less | Hoot Design Co.

quickly see trends in your general performance

Note: this screen shot is from last week. Later screen shots are from today, which accounts for any discrepancies in the numbers.

Note: this screen shot is from last week. Later screen shots are from today, which accounts for any discrepancies in the numbers.

This view is perfect for: quickly evaluating your performance in recent weeks.

How to read this view:

  • Directly under your profile picture, note the 28 day summary showing your number of tweets, impressions, profile visits, mentions, and followers
  • What each of these terms means:
    • TWEETS: The number of tweets you've produced. This includes any time you retweet someone or reply to someone else's tweet.
    • TWEET IMPRESSIONS: The number of times a tweet of yours has shown up in a Twitter user's feed or search results.
    • PROFILE VISITS: The number of times your profile page has been visited by Twitter users.
    • MENTIONS: The number of times your handle (@hootdesignco, for example) has been mentioned by someone else.
    • FOLLOWERS: The number of people following you on Twitter.

Instead of the past few weeks, view trends for the month so far:

  • Look at the bottom right corner of the image above – "July 2015 Summary"
    • The numbers in this section reflect the current month's totals so far.

see a day-by-day breakdown of your Tweets + Impressions

  • On the "Home" view analytics.twitter.com, locate the blue Twitter bird directly above your profile picture.
  • Looking to the right of the bird, find "Tweets" (directly to the right of "Home") and click.
This screen shot is from August 2, which is why the numbers are a little different than in the previous shot.

This screen shot is from August 2, which is why the numbers are a little different than in the previous shot.

This view is perfect for: visualizing day-to-day trends in your tweets and impressions.

How to read this view: 

  • The horizontal axis lists the past 28 days.
  • There are two vertical axes. They show....
    1. How many tweets you sent out on that day (the gray rectangles)
    2. How many total impressions you got that day (the blue rectangles)
  • Hover over a bar to view your total number of tweets and impressions on that day.
The handy box which pops up when you hover lets you know the exact number of tweets and impressions for each day.

The handy box which pops up when you hover lets you know the exact number of tweets and impressions for each day.

The best benefit of this view:

  • Easily compare the number of impressions compared to the number of tweets each day. 
  • This can show you which day your tweets were most effective in reaching your audience.
    • For example, on Friday, July 24 (highlighted above) our 7 tweets got 940 impressions. But on Sunday, July 26, our 8 tweets only got 540 impressions. Even though we tweeted more on the 26th, we reached fewer eyes.
    • Now we know we need to compare our tweets sent out on those days and see if we can find differences that could be responsible for that huge difference in effectiveness.

compare the content of tweets sent out on different days

  • Still on the "Tweets" tab of Twitter analytics, select a date range to view.
  • Twitter will only load 20 tweets, so select a small range!
How to select a date range. I chose July 24-July 26 to investigate why our tweets on those days were so unequal in the number of impressions they garnered.

How to select a date range. I chose July 24-July 26 to investigate why our tweets on those days were so unequal in the number of impressions they garnered.

This view is perfect for: gaining insight that could lead you to uncovering trends.
You'll be able to view + compare tweets from your selected date range. Clicking each one will give you further insight into interactions like retweets, favorites, link clicks, photo clicks, profile clicks, and more.

You'll be able to view + compare tweets from your selected date range. Clicking each one will give you further insight into interactions like retweets, favorites, link clicks, photo clicks, profile clicks, and more.

How to read this view:

  • Your bar chart will change to load only your tweets and impressions from days within your date range.
  • Scroll to take a quick glance at the content of each day to see if you can easily pick out any factors.
    • For our two dates, it looks like we shared more pictures and more links on the 24th.

The best benefit of this view:

  • This could be a clue that we can look out for, we can dig deeper into our analytics.
  • If we consistently gain more impressions with picture and link sharing, we've found a trend could improve our presence.

Visualize your audience growth

  • Click on the "Followers" tab directly to the right of the "Tweets" tab at the top of the page.
The ultimate quick and easy guide to getting what you want from Twitter analytics. Save for those times when you're in a hurry and need to get a sense of how effective you are on Twitter in 60 seconds or less | Hoot Design Co.
This view is perfect for: seeing growth in your audience over time.

How to read this view:

  • You'll see your number of followers over the past 90 days represented by vertical blue lines.
  • Note that Twitter helpfully sums up the total number of followers you've gained over that time period on the right, too!

The best benefit of this view:

  • You're able to view any recent trends in an increase or decrease in followers visually rather than in numbers only.
  • Additionally, this page gives a simple breakdown of your followers' genders and hobbies.

Compare your audience to a target segment of Twitter users

  • Still on the "Followers" tab of Twitter analytics, click "+Add comparison audience" directly below the drop-down menu that says "Your followers."
The ultimate quick and easy guide to getting what you want from Twitter analytics. Save for those times when you're in a hurry and need to get a sense of how effective you are on Twitter in 60 seconds or less | Hoot Design Co.
  • Now, select the comparison group you'd like to view. Choose from Personas, Demographics, Lifestyle, Consumer Habits, and Income.
  • We're choosing "Small businesses" because those are the users we'd most like to connect with.
The ultimate quick and easy guide to getting what you want from Twitter analytics. Save for those times when you're in a hurry and need to get a sense of how effective you are on Twitter in 60 seconds or less | Hoot Design Co.
This view is perfect for: seeing how closely your followers' interests align with the average interests of your target market.

How to read this view:

  • The percentage of your followers interested in each category appears in a dark red-orange bar.
  • The percentage of your target audience interested in each category appears in salmon color below.
  • To the right is the difference in the percentages to indicate how far your followers' interests vary from the interests of your target audience.

The best benefit of this view:

  • You can see in one glance if there are areas you may want to consider pursuing more.
    • For example, it looks like our current audience is quite a bit less interested in comedy and music than the overall collection of small business owners on Twitter. Maybe we should lighten up a bit to connect with more small business owners!

The key takeaway:

Twitter analytics is a great resource to get a quick + insightful glimpse at your recent performance because it's...

  • Easy to navigate
  • Simple to interpret
  • Quick to view – you don't have to sign in to any additional web applications or sites!

Though there are quite a few third-party tools which give great in-depth information on Twitter (hmm – future topic to explore?) don't discount the helpfulness of Twitter's native analytics for regular, painless check-ins that allow you to get the info you need in a snap.

What are some of your go-to analytics applications? Any strategies you recommend?

I'd love to hear them! You can let me know in the comments below, on our Facebook page, or tweet @hootdesignco or reach me personally @averyenderle.

Until next time,

– Avery



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