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The Twitter Analytics of your prior Twitter marketing campaigns contains a treasure trove of valuable insights? It can be a great asset for your Twitter marketing efforts.

As a starting point, Twitter data can help you better understand your audience, identify successful strategies, and eliminate those that don’t work. Marketers do indeed make use of Twitter Analytics in a variety of ways. 66% of marketers utilize Twitter analytics to better understand their customers, develop content, and so on.

When it comes to Twitter marketing, historical Twitter data analysis is crucial as it shows what works and what doesn’t while also increasing your return on investment (ROI). Therefore, developing an understanding of social media analytics, as well as how to interpret and utilize them, is as critical as developing a social media plan itself.

Using Twitter analytics, we’ll show you how to take your business to the next level and outperform the competition on Twitter. Let’s dive in.

What is Twitter Analytics?

Twitter Analytics is a statistics dashboard that monitors and analyzes the performance of your Twitter account. It can provide insights that help you develop an effective marketing strategy, from finding your most dedicated followers to posting tweets at the optimal time of day.

To gain a deeper understanding of their customers, brands and marketers can now use Twitter analytics. They can look into their customers’ lives and gather useful information about their interests, habits, and even demographics, and geographic location.

Why is Twitter Analytics Important?

Twitter Analytics dashboardAll your posts, the interactions they drive, the responses they receive, and other actions combine to form important data. Twitter analytics can be used in a variety of ways, including:

1. Create a one-of-a-kind customer service experience.

As we’ve previously stated, social Twitter data can help you better understand your target market. As an example, it tells you where and when people are looking for your products. Using this data, you may create and post relevant content at times when your fans are most likely to make purchases based on the information you’ve gathered.

2. Enhance your ability to make strategic decisions.

Your initial attempt at strategic planning may fall short of your expectations. Twitter analytics, on the other hand, can show you where you went wrong. You’ll be able to tell which of your marketing initiatives is working and which isn’t. As a result, your decision-making abilities will improve over time on Twitter.

3. Boost your return on investment (ROI)

Each Twitter post, retweet, or share has a primary purpose of generating a return on investment (ROI). When you know what isn’t working, you can make adjustments to your campaigns and overall ROI to get the most out of them.

Numerous facets of your brand strategy can benefit from Twitter analytics. However, the crucial metrics can only be obtained with the usage of Twitter Analytics tools.

How to Use Twitter Analytics?

Like every other social media platform, Twitter has a native analytics platform that monitors and analyzes the performance and impact of your marketing moves.

To access native Twitter analytics simply log in to your Twitter profile. Now locate the menu on the left side of the screen, click ‘More’, and click ‘Analytics’ to access your profile analytics.

Important Twitter Analytics Metrics?

Here are 10 important Twitter analytics metrics that you should monitor and analyze.

Twitter analytics tweet metrics Engagement rate

The percentage of Twitter users who engage with your tweets upon seeing them is called the engagement rate. In terms of “engagement,” a variety of behaviors can be categorized, including likes, retweets, replies, and even clicks.

Calculating your Twitter engagement rate is as simple as dividing the entire number of engagements obtained by all your tweets in a particular period into their total number of impressions.

Hashtag performance

Twitter users love using hashtags to organize their posts. Keeping track of your hashtags might help you see how widely they’re being used by other Twitter users. Hashtags can still be tracked even if you aren’t.

Let’s presume your organization cares about education for a moment. Even if they have nothing to do with the ads you’re running, you’ll want to keep an eye out for hashtags such as #intuitivelearning.

Link clickthrough’s

When you see how many people have clicked through to one of your web pages from Twitter, it’s a sign that you’ve either provided content that hasn’t been paid for or that you’ve paid for advertising.

On a scale of 1 to 10, the score is recorded. If the score is 1, the URL is barely relevant, whereas if the score is 10, it’s most relevant.

Video views

The number of times your videos have been seen by Twitter users is referred to as “video views.” This means that every time two seconds of a video is played with at least 50% visibility, a view is counted on Twitter.

Impressions by the time of day

Twitter’s “impressions by time of day” feature lets you know when your tweets are getting the most attention. Many Twitter users only view their tweets in chronological order, which is a common occurrence.

Unless you are actively using Twitter at those times, it is unlikely that your message will be seen by anyone. Measuring impressions according to the time of day will help you figure out when your target audience is most likely to be online and can engage.

With this insight, you can begin scheduling your posts around these periods. This will help you gain more exposure, impressions, and – hopefully – interaction with your content.

Top tweets

Top tweet is a metric that shows you which of your tweets performed the best over a specific period. You can see how many impressions, interaction, and engagement rate your most popular tweets have received on Twitter.

It’s a good idea to start with the most popular tweets and see where it goes from there. As a result, you’ll have a better idea of the types of tweets that will pique the interest of your target audience.

What kinds of content do they prefer?

Do they interact more with tweets that have images and videos?

Do links in tweets perform better than those without?

You can find the answers to these and other questions by reviewing your most popular tweets.


The number of users that have converted into a specific action on your website, such as placing an order or subscribing to a newsletter, is known as the conversion rate.

Users of Twitter can add a tag to their website like many other social networking platforms. They can use this to build up conversion goals that track the most important aspects of the conversion process.

To improve your ad campaigns for important conversion goals, you need to track the number of people who take action after seeing your tweets. Additionally, Twitter allows advertisers to set up their ads in a way that maximizes conversation.

Top Followers

This metric measures the account with the most number of followers within a given month.

This indicator, like the top tweets, mentions, and media tweets, can only be analyzed month by month for the period in question. As a result, each month you’ll need to check-in to see who was the most popular follower.

For influencer marketers, the most important follower measure might be a gold mine. Using this data, you may get a sense of the people who are following your brand and have shown an interest in it.

Through an influencer marketing campaign or simply by re-tweeting and sharing your material, you may try to get them to help spread your message.

Top mention

This metric is very similar to top followers, only that it measures the mentions with the most engagement for the given month. It is also another important influencer marketing and engagement metric.

Since the mention garnered the most mention it could have been mentioned by an influencer or a known expert in the field. Engaging with such mentions can help you build engaging conversations and drive more users to engage.

While the above-mentioned metrics are important for decision making and Twitter analytics is a great tool to help you get access to them, it does have its limitations. The most prominent being insights about your followers.

Furthermore, you cannot track hashtag campaigns and get real-time insights instantaneously. Also, the insights you get are limited to your Twitter profile, you don’t get any insights about your competitors.

When it comes to social media marketing, tracking and monitoring the social media moves of your competitors is essential. It helps you keep track of their social media moves and identify effective strategies to increase exposure. For such cases, you need to use a third-party Twitter analytics tool. One such amazing tool is TrackMyHashtag.

TrackMyHashtag: Twitter Analytics Tool 

Twitter analytics tool
TrackMyHashtag is a third-party Twitter analytics tool that can help you track, monitor, and analyze the tweets related to any hashtag, keyword, @mention, or account in real-time. You can track your Twitter hashtag campaigns along with the engagement metrics.

Furthermore, you can also keep track of your competitors and analyze their social media strategies. You can use similar or improved strategies to increase your social media presence.

Key features of TrackMyHashtag:

  • Track and analyze hashtag campaigns
  • Identify trending and popular hashtags
  • Track and analyze @mention, keyword, phrase, or account
  • Identify influencers
  • Track, monitor, and analyze competitors

The monthly premium plan starts at $49 a month.

Closing Thoughts

Amazingly, Twitter offers such details analytical insights in terms of performance metrics. But, to increase your chances of success and maximize your exposure you need to also track your competitors and learn from the marketing strategies. Get started with TrackMyHashtag today.

What is Twitter Analytics and Why is it Important in 2022?
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What is Twitter Analytics and Why is it Important in 2022?
What is Twitter Analytics and Why is it Important in 2022?
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