Every movement begins with a moment.

Twitter Launches More Robust Native Analytics

Posted 12 September 2014 10:40 AM by Mandy McFadden

Until just recently, details of Twitter analytics were reserved for posts used in paid or promoted campaigns. Without third-party tools, it was impossible to track organic tweets. That all changed in July, when Twitter began offering those details for all posts. As is the case with Facebook, users can now log in to view specific post data as well as data for selected timeframes. 

Upon logging in, a dashboard with several different views greets users: 1) a list of tweets, 2) a combined list of tweets and replies and 3) a list of promoted tweets. Users also have the option of toggling between the three data sets. Metrics served up include impressions, engagements and engagement rate. Users can expand engagements to view by action, which breaks down the data further into clicks, retweets, favorites and replies. From there, users can analyze tweets to determine which content types garner the highest engagement. Additionally, the list of tweets offers images to track against visual assets and elements. Comparison data is also available by way of key highlights identified in the dashboard. Previous period data showcase current performance versus historic performance.

Users can also select follower and Twitter Card data from the top navigation, which generates even more detail on channel activity, paid and organic.

Follower data provides a day-by-day count of the total community size and dives deeper by exploring the interests of channel followers. Segmentation of unique interests and top interests are alongside location data, which gives a high-level view of where followers are based by country and state. Gender breakdowns further identify follower insights and, most interestingly, a list of other channels that are followed by a channel’s followers.


Twitter Cards, posts that allow for attached media (photos, videos and other rich experiences that link users to a website), have data available through the new Twitter analytics. Among the details provided are insights into how posted content is shared through the platform. Twitter separates the numbers so that users can easily identify traffic to a website from brand-posted content versus user-posted content. Tweet numbers, impressions and clicks are all collected and segmented. Performance by card type and source are also broken out to allow for drilled-down identification of successful posts. An added bonus is the ability to highlight key influencers who engage with posted content, bubbling to the top those Twitter users that could be leveraged for future campaigns.

While Twitter’s offering isn’t as cohesive as the third-party tools available, it is encouraging to see that Twitter is providing a surface layer of metrics for all posts — available to any account participating in Twitter advertising. To learn more, visit Twitter.

Mandy McFadden is a Digital Marketing Analyst on Moxie's Social Analytics team. Find her on LinkedIn.





#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary


Error: All fields are required.