Twitter’s New Analytics: What’s in it For Brands?

July  23,  2014 / By Taylor Blog


This month, Twitter unveiled a new analytics dashboard that gives advertisers and verified accounts access to enhanced reporting on the performance of individual tweets as well as the overall performance of a particular account over a specified time period. In addition to the previously available retweets, new metrics available include impressions, favorites, and clicks on links. The new dashboard will also let you see how many followers you are gaining and how many times your profile is viewed due to tweets you are posting.

Here are three ways brands can take advantage:

Analyzing your Effectiveness

Marketers now have the ability to hone in on more specific data points. The new dashboard allows marketers to see an actual count of users who were exposed to the content. This is significant because that brings marketers closer to measuring actual reach, which is very different than how most tools measure impressions. Furthermore, you can now view link and hashtag clicks. In some cases, these metrics are more meaningful. For instance, if you’re using hashtags to promote discovery or links to drive engagement to a website, these new metrics will be a key component to measuring success and can help optimize your strategy.

Real-Time & Right-Time Optimization

The new dashboard provides real-time analysis of all tweets which gives marketers the opportunity to optimize based on performance. With some analysis, it allows us to identify the best times of the day to tweet, how many tweets we should be pushing out per day, and overall audience engagement.

Organic vs Paid in One Place

Metrics for both promoted and organic tweets are now both exportable, so brands will be able to see how their paid content performed up against their organic engagement. It can help advertisers recognize patterns in successful messages based on the number of impressions and rate of engagement (accelerate your campaigns by promoting the messages that perform well organically and match the criteria for campaign). Also, all click-throughs to profile pages, clicks on hashtags, retweets, replies, and link clicks are counted to generate an “Engagement Figure” for each tweet. This will help streamline how we view the best performing tweets.

Until now, using the previous dashboard’s available data, a Tweet’s impact was measured largely by the number of retweets and favorites it received. With this update, it gives users more analytical information to gather. The better you can assess your Twitter strategy and understand how your target is interacting with your content, the more you will be able to provide value on Twitter.

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