We delve into how to analyze Twitter indicators properly, what influences the statistics and which third-party services will help to see more data than the social network provides.
What is Twitter Account Analytics?
The built-in analytics tool shows data on the activities by you, those you follow and those followed by you, as well as your tweets’ engagements and other engagements on the platform.
How to View Account Statistics on Twitter?
There are two convenient ways to view account statistics:
- Statistics from Twitter (your accounts);
- Using popsters.com social media analysis tool (your and others’ accounts).
The built-in Twitter analytics tool is available for all accounts. To enter it, click on your profile photo in the upper right corner of the screen and select Analytics in the menu.
The Twitter statistics that is available in Analytics includes several sections:
It shows a general summary for the account and data over the last 28 days. The displayed parameters are:
Count of tweets posted.
Non-unique views of tweets.
Count of your username’s mentions in tweets by other users.
The Home section also shows monthly data on the most popular tweet, the best follower (the new follower with the maximum followers count), the best mention (the tweet with your username that received the largest number of impressions) and a brief summary of Twitter stats for each period: total count of tweets, tweet impressions, profile visits, mentions, new followers.
This section is dedicated to detailed analytics for all tweets. The data may be exported in CSV format.
Above is the diagram of your tweet impressions over the given period. By default, the span is 28 days.
Below, detail tweet data are tabulated: impressions, engagement and engagement level.
The diagrams in the right column are for Engagement rate, Link clicks, Retweets, Likes, Replies.
Demographical data of your followers and their interests
Main events discussed on Twitter. There are several categories: Events, Sports, Movies, Recurring Trends.
The section shows the following data of those events: place and time and the approximate size of the audience that will be interested in it.
There are three sections hiding under the More tab:
Data of video views and time of view
Application manager and Conversion tracking
Since direct ad placement on Twitter is impossible for Russia (to launch it, you have to contact a reseller and it will take a big budget to start the campaign), we will not look into these sections of statistics.
How to Use Twitter’s Statistics
- Know your audience better
Age, gender, residence and interests data of the followers allow creating a portrait of your follower. This will help in developing an efficient content strategy using the Twitter account’s statistical data.
Your audience on Twitter may differ from that on other social media. Use Twitter analytics data to find the differences.
- Determine what content your audience likes
Twitter’s detailed statistics for all tweets allows understanding what subjects and formats receive more response from your audience. Do your followers like pictures? If yes, what should they depict? Are joking tweets popular? Is the audience ready to answer your questions and join a discussion? That is extremely important to know for successful account promotion on Twitter.
- Determine the right time to tweet
Impression and engagement diagrams will allow determining the time when your followers are most active. Tweets on that time will receive even more engagements, which means that you will reach farther.
Analysis of Twitter Statistics Using Popsters
The Twitter’s built-in analytics has a substantial drawback – only the account owner has access to the data. This method will not suit if you need to analyze a competitor’s page.
Analyze statistics for an account interesting to you via popsters.com. Find the page you need (or type in its URL), select the range of dates to analyze and click Load.
You will see the feed with all the tweets for the set period. The tweets can be sorted by several indicators: Likes, Shares, ER, Date.
Also, you may export all the tweets to Excel. To do so, click the arrow at the right.
Here you can see a summary for the given period. The data based by tweet analytics by accounts. Click Show Table. When multiple accounts are loaded simultaneously, this section will show data for all of them. This data can be exported.
The left column of Social Media Analytics tool shows diagrams with Twitter account stats:
Weekdays and Hours
Shows efficiency for tweets posted at a particular time.
The total count of likes for tweets on different dates over the set period.
All the retweets on different dates over the set period.
ERday indicator for different dates.
Count of posts
The total count of tweets by date over the set period.
Count by text length, ER by text length, Relative activity by text length
Diagrams of ratios of various indicators to the tweet text lengths.
ER by content type, Relative activity by content type
ERpost and relative activity for tweets with different content types: text, video, photo. Very useful Twitter stats for accounts analysis.
Hashtags, Hashtags/ER, Relative activity by hashtag
Shows data on hashtag usage efficiency.
Popsters allows comparing multiple accounts and not only within a single social network – add pages from different platforms and analyze the content.
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