Twitter revamped its new analytics dashboard back in early July but the update, useful as it was, was only available for Twitter advertisers and those with verified accounts.
Good news: yesterday, analytics.twitter.com opened its doors to everyone, which means you can finally see just how well (or poorly) your tweets are doing.
For me, the most useful part of the analytics dashboard is the Tweet Activity section. In here you can see a chart that shows your tweet impressions over the past 28 days, plus tweet-by-tweet metrics that reveal impressions, engagement and engagement rate for each post.
Click on any tweet to see an absolute wealth of data, including retweets, favourites, replies and link clicks.
The latter is really, really important. How many times have you shared a link on Twitter and then watched as the tweet receives zero replies, zero retweets and zero favourites? Or looked at somebody else’s tweet and seen zero engagement? We’ve all been there. It feels like the tweet accomplished nothing – that nobody cared or even saw it. However, sometimes tweets that seem dead have reached a number of people and actually picked up a good number of clicks. I’m amazed how many of my tweets appear to have low engagement but get a ton of clicks.
The reverse is true, too – sometimes people comment and favourite your tweets but for whatever reason don’t then go on to click on the link.
Clicks, of course, aren’t reported publicly. However, for most brands and marketers, they’re what really counts. If we’re being 100 percent honest retweets and favourites are lot less important than clicks, but on Twitter itself it feels like the visible engagement is what matters. You want your tweets to look engaged, generating lots of retweets and buzz, because it looks (and feels) good. But that’s B.S. – what really counts is your call to action, and most of the time that involves clicking a link.
It’s an important distinction and the Twitter analytics dashboard really helps understand exactly what’s working for you on Twitter, even if it doesn’t appear that way to everybody else.