For a long time, there wasn’t much of anything in the way of native Twitter analytics. If you connected your Twitter account to a social media management tool like a Sprout Social or a HootSuite, or used Buffer or bit.ly, you had access to analytics that way. But Twitter itself didn’t offer many meaningful stats.
Now all that has changed, and changed in big ways. If you haven’t yet peeked inside your Twitter Analytics, you should do so. You can get to it by visiting Twitter.com and clicking on your profile photo in the top right corner, or by visiting https://analytics.twitter.com/ .
Twitter Analytics – Home Tab
When you land on the Home tab view of your Twitter Analytics dashboard, you are shown a brief overview of the last 28 days, and percent change.
You can scroll down to see monthly snapshots including the count of profile visits, tweet impressions, and tweets linking to you, and top tweet activity.
Twitter notes at the top that tweet activity is updated daily.
Scrolling back up to the Twitter Analytics navigation menu, you can select to view more in-depth data by Tweets, Followers, and Twitter Cards.
Twitter Analytics – Tweets Tab
At the top of your Tweets page, you see an overview of the past 28 days.
You can select from pre-set date ranges, or customize your own view. You can also click to export your data.
If you hover over any bar in the graph, you’ll see details on the number of tweets and impressions earned for that day.
The column headers like “Engagement rate” will reveal a pop-up box with an explanation of what they measure when you hover.
Beneath your Tweet Activity graph, you’ll see the analytics for your individual tweet history. The right column shows graphs of engagement data.
Twitter Analytics – Followers Tab
Your Followers tab delivers insight on those who follow you. Data like demographics, lifestyle, consumer behavior, and mobile use are included. Many of the detailed charts includes a notation that the data included in that chart is based on a % match from Twitter partners.
You can also change the data view, compare your Followers against another group of Twitter users, and add additional filters.
The Demographics view displays household income, education, net worth, occupation, home ownership, and home value information. This view compares your Followers against all of Twitter.
The Lifestyle view displays interests and TV genre data.
The Consumer Behavior view displays credit card holder, consumer buying style, aftermarket auto buyer, and consumer goods purchase data.
Lastly, the Mobile Footprint view displays the wireless carrier name of your Followers.
Twitter Analytics – Twitter Cards Tab
You’ll first need to set up Twitter cards for your blog to have data in this area. Once you do, Twitter will track tweets that use a Twitter Card. You can change the date range for this data as well.
See the engagement for your Twitter Card tweets over time.
The types of Twitter Cards have increased over time. This is a helpful chart to use to compare different types of Cards on your site.
It’s easy to see what Twitter Card tweets performed best. You can click on “view tweets” beneath each link to see who tweeted your content.
See which links performed best.
Identify your top Influencers who are tweeting links that include a Twitter Card.
There’s some additional data available for those tracking conversions or installs.
All in all, Twitter Analytics are chock full of data goodness, prepped and ready for your analysis.