Measuring Your Reach on Twitter: Making Sense of Stats and Data

twitter_birds_smartphone_feed-1Making sense of your stats and data on Twitter to see what’s working for your business, and what isn’t.

Do you use Twitter for your online marketing? If so, how do you track your marketing efforts on the social media site to ensure you are reaching your target business goals and getting a positive ROI?

Facebook and Twitter are considered the must-use social networking platforms for marketing B2B businesses. However, while measuring engagement and reach is easy with Facebook’s Insight Graph, not many people know how to measure their Twitter activities.

If you have been looking for a ROI justification from Twitter marketing, this article will set you on the right track.

Using Twitter Analytics

Twitter Analytics is only available to accounts that have been given the advertiser status. If your Twitter account does not have advertiser status, simply go to Twitter Analytics and sign up. You will have to provide information about your business and your payment details.

Upon signing up, you will be required to set up a Twitter Card or a Promoted Tweet campaign. However, since you are just getting started, schedule the campaign to run at a future date so that you don’t pay now. When your account is given an advertiser status, you can the cancel the campaign.

Having done this, log into your new advertiser account and you’ll see the Analytics Dashboard. From the dashboard, you can access Twitter Cards, Followers, Tweets and a drop down menu where you can switch accounts.

Let’s go through the main features and capabilities of Twitter Analytics.

Tweets Dashboard

In this section, you can see a clear overview of the performance of your outgoing tweets. You can also see data on the month’s interaction and which tweets got the best engagement (retweets, favorites, and replies).

Another piece of data you can see on the dashboard is the monthly number of follows, unfollows and mentions. You can check the level of engagement, engagement rate and impressions for each tweet, compare the data of different months, export and download them as a CSV.

You can also see which tweets performed the best over the month. For these tweets, you can reschedule them for the future or improve on those that did not perform well.

Followers Dashboard

Another important part of Twitter Analytics is the Followers Dashboard.

From here, you can break down your users based on their gender, location, such as Ottawa, and topics that are most interesting to them. You can track your audience’s interests and know which topics resonate well with them in terms of both content to retweet and original content.

The Followers Dashboard also shows the top 10 users, ranked by percentage, that your followers follow. You can follow these users to see the content they share, get an idea on what your Twitter prospects are interested in and stay in the loop with the top trending topics in your industry.

Twitter Cards Dashboard

If you are looking to reach a larger audience, you can use Twitter Cards to promote your brand and track the results. Through the data on the dashboard, you can see how different Cards are performing, tweak them or try different ones.

Manage User Profiles

Twitter Analytics data is important for every member of your team, even if they are not directly involved in managing your Twitter business profile.

If you have a team of employees managing your Twitter account, you can use the Manage User Profiles feature to provide them access to campaigns as required. For instance, you can set permission allowing them to view analytics data only.

Depending on the permissions you set, employees can log in and see the Twitter prospects interacting with your brand, and connect with them. At the same time, they can see the type of contents that result in the most engagement and tailor their future content along the lines.

Another thing you can do is add and edit any number of users to see data for different profiles or remove users completely from accessing data.

Switch Between Managed Accounts

If you are managing multiple Twitter accounts, this feature will come in handy in Analytics. The feature enables you to access the accounts you manage through the  dashboard. To see the data of any account, go to the menu and click the Twitter handle of the account whose analytics you want to access.

You can also set your primary account at this section. When a primary account has been set, it will be shown by default when you log into Analytics.

Tracking your Twitter campaigns is important to ensure you are getting value for your time and money used in marketing. Using the Analytics Dashboard is a great way to track your marketing activity since it provides more data than other third-party analytics tools.

Start using Twitter Analytics today to monitor your marketing on the social network.

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