Twitter Analytics: Your Best Free Gift

When posting on Twitter you can’t expect to read some how-to’s on what to tweet and expect to be an overnight Twitter sensation. Sometimes that happens to people, but when it does, it’s just very good luck! To be successful on Twitter, you can’t just post some content and hope for the best. You need to be smart about it, and in order to be smart about it you need to look at your Twitter analytics.

There are a ton of tools out there for looking at Twitter analytics and statistics, but lucky for you Twitter actually has a pretty comprehensive analytics tool. And as an added bonus, it’s pretty easy to use.

When you get to your analytics page (found under your profile menu) there are four main tabs that break down your analytics.


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This is the overview of how your Twitter page is doing based on a monthly breakdown.

The top bar gives you a 28 day summary that looks at how your stats have changed since the last 28 days. This gives you a quick visual on how you’re doing.

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From there you can look at each month a little more in depth. Looking at the month allows you to see your top tweet, and your top mention. The top tweet is decided based off of impressions. And the top mention is a tweet someone mentions you in that got the most engagements. They also provide you with your top follower, and your top media tweet.

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Then there’s a summary of how many times you posted, how many people interacted with you (impressions, visits, and mentions), and how many followers you gained.


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Why is this helpful?

This overview gives you a quick glance at how you’re doing. Are you improving since the last month, or is there something that’s bringing you down? In addition, showing you what your top posts are each month lets you see what’s really working. And, finding out who your top follower of the month might help you make connections (or you can maybe show them some extra love).

Tweet Activity

This part of the analytics gives you a closer look at how your tweets are doing once you release them to the world.

The first thing you’re going to see a graph that illustrates how many tweets you posted (the grey bars) and how many organic impressions those tweets received. Organic impressions are the people who interacted with your tweets. These can be followers, but the organic quality means that they found your tweets without the help of your advertisements.

tweet activity

From there you can look at the stats of all of your tweets as well as your top tweets for your selected time frame. Twitter’s default is 28 day segments, but you can look at specific months, or other unique frames of time.


Analytics also has a breakdown of people’s engagements with your tweets for the selected time period. They are each broken down into separate graphs that give you a quick visual of how you’re doing.


Why is this important to me?

Looking at what tweets get the most impressions and engagements is proof when trying to figure out what you should be posting on Twitter. There are two ways to look at it:

  1. If you’re stuck and don’t know what’s working for you, look at these analytics to see when there are spikes of engagement. If your chart is pretty consistent at 5k impressions a day, but then one day you have 12k impressions, look and see what was so special on that day. And from there you can post it again! Don’t be afraid to repost quality content.
  2. If you’re posting new content (for example, a new ad campaign with different visuals) you can look at your analytics to see how people are engaging with the new content.


Audience insights allows you to get a picture of who your followers are and what they’re interested in. In my opinion this isn’t as foolproof as the other tools, but it does allow you to get to know your audience, which is always beneficial.

When you open this tab, there is an overview of the total number of followers you have, and then it breaks down into what your followers are interested in. Twitter also lets you know what their occupation is, favorite TV genres, and other demographic information.


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Why is this important to me?

Like I said, this allows you to form a picture of who your followers are and what they’re interested in. You can create content and curate content that is more applicable to their interests. As long as it also applies to your brand! You can also look at your organic audience. So seeing what they’re interested in allows you to take steps to making them part of your regular audience.


One last note is the events tab. This shows you past, current, and upcoming events that people are going to be tweeting about. Not only does it show you the event, it also shows you the demographics of who’s tweeting, as well as the most popular tweets, and hashtags for that event.


Why is this important to me?

Events allows you to stay current, and it also gives you an opportunity to engage with your audience.

Conclusion: Use your Analytics!

The tool is free, and for the most part, pretty easy to understand. It helps you take the guessing out of what’s working for you on Twitter, and it allows you to get a better understanding of your audience.

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