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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.

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