{"id":46449,"date":"2022-10-11T12:04:00","date_gmt":"2022-10-11T10:04:00","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=46449\/"},"modified":"2025-02-21T01:17:14","modified_gmt":"2025-02-21T00:17:14","slug":"guide-to-twitter-analytics","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2022\/10\/guide-to-twitter-analytics\/","title":{"rendered":"The Ultimate Guide to Twitter Analytics: Metrics, Tools, and How to Get Started"},"content":{"rendered":"<p>\u2139\ufe0f Note: Twitter analysis is no longer available in Sotrender. If you need data from this platform, contact us at <a href=\"mailto:support@sotrender.com\" target=\"_blank\" rel=\"noopener\" data-start=\"332\" data-end=\"353\">support@sotrender.com<\/a> to order a custom report.<\/p>\n<p><span style=\"font-weight: 400;\">Tracking Twitter marketing analytics is critical to know what&#8217;s working and what isn&#8217;t.\u00a0<\/span><span style=\"font-weight: 400;\">Although Twitter Analytics seems simple, it\u2019s elusive to many social media marketers. Often, marketers get lost tracking vanity metrics that have no bearing on their strategy.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you prioritize measuring engagement levels to <\/span><a href=\"https:\/\/www.alexbirkett.com\/brand-awareness\/\"><span style=\"font-weight: 400;\">improve brand awareness<\/span><\/a><span style=\"font-weight: 400;\">, it might mean that all other metrics fade into the background.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any strategy you choose to adopt without taking into account the impact of other metrics such as brand mentions and number of followers won&#8217;t be effective. They influence the level of engagement and contribute to the success of the overall marketing objective, which, in this case, improves brand awareness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this guide, you will learn how to problem-solve using Twitter Analytics by paying attention to metrics that matter to you. Here\u2019s what we&#8217;ll cover:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What Twitter Analytics is<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why Twitter Analytics is important<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to get started with Twitter Analytics.<\/span><\/li>\n<\/ul>\n<h2><strong>What is Twitter Analytics?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Twitter Analytics is a service that tracks how your target audience interacts with the content you share on Twitter, analyzes it, and provides you with a report on its performance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twitter users have an analytics dashboard that provides a report with different statistics from the last 28 days. Other social media marketing tools also provide you with analytics reports, and we\u2019ll talk about them in a later section.\u00a0<\/span><\/p>\n<h2><strong>Why is Twitter Analytics important?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re building a personal brand on Twitter or managing a company\u2019s Twitter marketing efforts, you stand to benefit from getting an analytics report.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Twitter Analytics shows you how your target audience interacts with the content you share on Twitter. In addition to providing you with this information, you also answer questions such as:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is my Twitter marketing strategy working? If not, why?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which campaigns should I optimize? Which should I let go?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which topics generate the most engagement?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are my <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2022\/08\/track-competitors\/\"><span style=\"font-weight: 400;\">competitors doing better<\/span><\/a><span style=\"font-weight: 400;\">?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How can I build a bigger audience?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When you\u2019re comparing Twitter Analytics reports to see how they contribute to your <\/span><a href=\"https:\/\/beomniscient.com\/blog\/content-marketing-metrics\/\"><span style=\"font-weight: 400;\">content marketing metrics<\/span><\/a><span style=\"font-weight: 400;\">, you eliminate guesswork and bias when choosing the strategy to adopt to improve the results you get from your Twitter marketing efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, for social media managers, your <\/span><a href=\"https:\/\/planable.io\/social-media-pricing-calculator\"><span style=\"font-weight: 400;\">social media management fee<\/span><\/a><span style=\"font-weight: 400;\"> for a client\u2019s Twitter account depends on the results you can deliver for a client and how well you can back up your claims.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every social media marketer will find value in different data points that Twitter and other tools provide. Each data point is important, and in this section, we\u2019ll provide an overall approach that helps you decide on what metrics to focus on, depending on your goals.\u00a0<strong>So how to get started with Twitter analytics?<\/strong><\/span><\/p>\n<h2><strong>Step 1: Choose your most essential metrics<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">To avoid getting lost in the numbers and losing sight of important data, identify what metrics matter to you and why.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, we\u2019ll briefly go back to the basics on the four use cases of Twitter (your \u201cwhy\u201d). Then, we\u2019ll identify metrics you need to pay attention to (your \u201cwhat\u201d).\u00a0<\/span><\/p>\n<p><b>Social Selling: <\/b><span style=\"font-weight: 400;\">When using Twitter for social selling, the goal is to generate leads and sales from the content you share. You may run ads or <\/span><a href=\"https:\/\/www.modash.io\/blog\/influencer-collaboration\"><span style=\"font-weight: 400;\">collaborate with influencers<\/span><\/a><span style=\"font-weight: 400;\"> who add links pointing to your landing and sales pages in the content you share.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics to track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.cience.com\/blog\/b2b-saas-lead-generation\"><span style=\"font-weight: 400;\">Number of leads generated<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buyer recency or frequency<\/span><\/li>\n<\/ul>\n<p><b>Social Listening:<\/b><span style=\"font-weight: 400;\"> When using Twitter for social listening, the goal is to track and identify trending topics in your industry, customer service requests, and competitor conversations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics to track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer and brand sentiment<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content and product gaps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retention rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of refunds issued\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Social Networking:<\/b><span style=\"font-weight: 400;\"> When using Twitter for social networking, your goal is to identify and connect with like-minded people in your industry. They could be influencers, thought leaders, or even folks collaborating with brands that complement your product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics to track:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Earned media mentions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number of strategic partnerships developed\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Social Influencing: <\/b><span style=\"font-weight: 400;\">Here, your goal is to establish yourself as an authority by sharing content to drive awareness of a product or service. For example, you might share a link to a review of <\/span><a href=\"https:\/\/davidlykhim.com\/sunsama-review\/\"><span style=\"font-weight: 400;\">a <\/span><\/a><span style=\"font-weight: 400;\">productivity tool such as Sunsama on Twitter and watch how your audience responds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics to track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Level of engagement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Amount of web traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Growth of your retargeting list\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Most brands have more than one goal as part of their Twitter marketing efforts. When you look at it from these four lenses \u2014 social selling, social listening, social networking, and social influencing \u2014 you realize that engagement rates, number of followers, impressions, and profile visits don\u2019t provide enough context when viewed alone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to <\/span><a href=\"https:\/\/www.simondata.com\/resources\/the-ultimate-guide-to-campaign-orchestration\/\"><span style=\"font-weight: 400;\">unify all your data<\/span><\/a><span style=\"font-weight: 400;\"> to create better buying experiences. For example, if you notice an increase in the number of profile visits and impressions, it might mean that you\u2019re moving closer to achieving your social influencing goals. However, is there an increase in the number of website visits from the people who visit your Twitter profile?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other tools besides the Twitter dashboard show you whether your Twitter efforts are working. For example, if you see an uptick in traffic to a specific <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2022\/07\/social-media-landing-page\/\"><span style=\"font-weight: 400;\">landing page<\/span><\/a><span style=\"font-weight: 400;\">, your social selling strategy might be working, even though the tweet itself doesn\u2019t have many retweets and replies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What are your overall goals? How do they connect with your marketing strategy?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s take a look at what metrics tie to these goals from your Twitter Analytics dashboard and analytics tools like Sotrender.\u00a0<\/span><\/p>\n<h2><strong>Step 2: Set up your analytics measurement tools<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know what metrics to track that align with your overall marketing objectives, the next step is to set up the tools you need to collect performance reports.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Given that you\u2019re working on Twitter, you need tools that will provide reports and data on your performance on the platform to compare them with data and reports from other tools such as Google Analytics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2021\/12\/what-is-a-social-media-analytics-tool-and-why-should-you-use-it\/\"><span style=\"font-weight: 400;\">social media analytics<\/span><\/a><span style=\"font-weight: 400;\"> tools available, which are both free and paid. Here are two tools we recommend you use when getting started:\u00a0<\/span><\/p>\n<h3><strong>Twitter Analytics dashboard<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Twitter Analytics dashboard provides you with a report on how your account has performed in the last 28 days. With daily updates, Twitter visualizes your performance in the form of graphs, percentages, and highlights of your best-performing tweets. Here are some of the metrics you can track using the dashboard:<\/span><\/p>\n<p><b>Top Tweets: <\/b><span style=\"font-weight: 400;\">These are your best performing tweets of the month based on the number of impressions and level of engagement your tweets received. However, Twitter shows you only one Tweet which outperformed the other ones.<\/span><\/p>\n<p><b>Impressions:<\/b><span style=\"font-weight: 400;\"> This is an overall stat that reflects the number of times your followers have seen your tweets organically in the last 28 days. It also includes retweets and quote tweets.\u00a0<\/span><\/p>\n<p><b>New followers:<\/b><span style=\"font-weight: 400;\"> This is the number of followers you have gained (or lost) in the last 28 days.<\/span><\/p>\n<p><b>Engagement rate:<\/b><span style=\"font-weight: 400;\"> This is the stat available only for \u2018Top mention\u2019. It shows you the level of engagement per tweet based on impressions and engagement a tweet receives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tweets with high engagement rates are a reflection of content that resonates with your audience on Twitter.\u00a0<\/span><\/p>\n<p><b>Mentions: <\/b><span style=\"font-weight: 400;\">It shows you a general number of people mentioning you in conversations. Track it when you want to keep track of reputation issues and even join conversations where you can add value.\u00a0<\/span><\/p>\n<p><b>Profile visits:<\/b><span style=\"font-weight: 400;\"> it shows the number of people who visit your twitter profile. Of course, it might grow or decline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To access your dashboard, open your Twitter account and click on the three encircled dots on your left column.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-46451\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-dashboard.png\" alt=\"Twitter dashboard\" width=\"801\" height=\"361\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-dashboard.png 1894w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-dashboard-475x214.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-dashboard-768x346.png 768w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Click on \u201cAnalytics\u201d from the list of options provided:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-46453 aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-analytics.png\" alt=\"Twitter analytics\" width=\"801\" height=\"361\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-analytics.png 1894w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-analytics-475x214.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Twitter-analytics-768x346.png 768w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Your dashboard will open, showing you how your account has been performing in the last 28 days.\u00a0<\/span><\/p>\n<h3><strong>Sotrender<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Twitter\u2019s dashboard provides a report on how your Twitter account is performing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, it can\u2019t provide you with all the reports needed to get an accurate picture of what is going on when you need a tool that goes an extra mile \u2014 for example, a report on <\/span><a href=\"https:\/\/www.g2.com\/glossary\/influencer-analytics-definition\"><span style=\"font-weight: 400;\">influencer analytics<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In such instances, you\u2019ll need to invest in a tool to help you collect more data. What is more, Twitter Analytics does not provide you with comprehensive reports, like Sotrender does.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To get started, head over to <\/span><a href=\"https:\/\/www.sotrender.com\/\"><span style=\"font-weight: 400;\">Sotrender<\/span><\/a><span style=\"font-weight: 400;\"> and sign up for a free trial. Then, add aTwitter profile whose analytics you want to track.<\/span><\/p>\n<h2><strong>Step 3: Set up your dashboard<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Visualize the information that allows you to derive actionable insights.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your Twitter Analytics dashboard comes with a pre-made report, so there won\u2019t be anything to set up.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, when using Sotrender, you need to set up your dashboard that helps you visualize the information you need and generate comprehensive reports that you can act upon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To set up your dashboard in Sotrender, add your Twitter profile as mentioned earlier. If you have different accounts for different purposes, such as a handle for sharing content and another for customer service, add them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to see how other accounts perform, add this to finish setting up your dashboard. Once Sotrender collects all the data it needs from the profiles you add, here\u2019s what your <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2022\/04\/social-media-dashboard\/\"><span style=\"font-weight: 400;\">Twitter dashboard<\/span><\/a><span style=\"font-weight: 400;\"> will look like:\u00a0<\/span><\/p>\n<div id=\"attachment_46455\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46455\" class=\"wp-image-46455\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Sotrender_dashboard.png\" alt=\"Sotrender dashboard\" width=\"800\" height=\"392\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Sotrender_dashboard.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Sotrender_dashboard-475x233.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Sotrender_dashboard-768x377.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-46455\" class=\"wp-caption-text\">Profile overview with key metrics in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">As you can see on the right, there\u2019s a date range you can easily adjust according to your needs. While Twitter allows you to analyze only the last 28 days, Sotrender gives you access to historical metrics. Now, which are the key stats that you can follow in Sotrender?<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Number of followers<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Number of followers and follower growth lay at the core of every analytics &#8211; no matter if it is Facebook, Twitter or Instagram. The follower base reflects your brand awareness while follower growth informs you how many people are engaging with your brand and content. They both are important for your social media goals and business success in the long run.<\/span><\/p>\n<div id=\"attachment_46457\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46457\" class=\"wp-image-46457\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Follower-growth-in-Sotrender.png\" alt=\"Follower growth in Sotrender\" width=\"800\" height=\"302\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Follower-growth-in-Sotrender.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Follower-growth-in-Sotrender-475x179.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Follower-growth-in-Sotrender-768x290.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-46457\" class=\"wp-caption-text\">Measuring increase in Number of followers in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">In Sotrender, you can track the number of followers as well as follower growth for any given time period. You can also see how the numbers changed on particular dates and analyze them thoroughly. This way, you can also easily compare your follower growth between different time gaps and draw conclusions about interest in your brand over time.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Activity Index<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Activity Index is Sotrender\u2019s unique metric. It is the collective weighted rate of user activities on a brand\u2019s profile, informing you how active your followers are on particular days as well as during certain times. What is important, the Activity Index measures not only user engagement but also the character of it &#8211; each Twitter activity is weighted accordingly.<\/span><\/p>\n<div id=\"attachment_46459\" style=\"width: 809px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46459\" class=\"wp-image-46459\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Activity-Index-in-Sotrender.png\" alt=\"Activity Index in Sotrender\" width=\"799\" height=\"336\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Activity-Index-in-Sotrender.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Activity-Index-in-Sotrender-475x200.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Activity-Index-in-Sotrender-768x323.png 768w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><p id=\"caption-attachment-46459\" class=\"wp-caption-text\">Analyzing Activity Index for a certain profile in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Such in-depth analysis allows you to understand your user activity much better. While Twitter provides you with general numbers, Sotrender helps to dig deeper into your performance.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Engaged users<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Another metric which you should keep an eye out for is user engagement. It shows you how many followers engage with your content over time. This way, you can also quickly identify which of your tweets are the most engaging for your audience and polish your Twitter strategy based on such insights.<\/span><\/p>\n<div id=\"attachment_46461\" style=\"width: 809px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46461\" class=\"wp-image-46461\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Engaged-users-in-Sotrender.png\" alt=\"Engaged users in Sotrender\" width=\"799\" height=\"322\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Engaged-users-in-Sotrender.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Engaged-users-in-Sotrender-475x192.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Engaged-users-in-Sotrender-768x310.png 768w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><p id=\"caption-attachment-46461\" class=\"wp-caption-text\">Tracking User engagement in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Reminder: Twitter Analytics allows you to check engagement only for \u2018Top mentions\u2019.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Brand activities<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tracking brand activity on Twitter is important especially in the context of other profiles. The metric shows you which brand is more active and how it impacts their results. This metric helps you also to dive deep into the types of engagements each competitor is having on Twitter to help inform your strategy. This metric isn\u2019t available within the Twitter Analytics dashboard.<\/span><\/p>\n<div id=\"attachment_46463\" style=\"width: 808px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46463\" class=\"wp-image-46463 \" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Brand-activities.png\" alt=\"Brand activities in Sotrender\" width=\"798\" height=\"318\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Brand-activities.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Brand-activities-475x189.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Brand-activities-768x306.png 768w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><p id=\"caption-attachment-46463\" class=\"wp-caption-text\">Analyzing Brand activities over time in Sotrender<\/p><\/div>\n<ul>\n<li aria-level=\"1\"><b>Top tweets &amp; hashtags<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Identifying your top tweets on Twitter can be extremely helpful in creating a successful content strategy. In Sotrender, you can quickly view all posts published in a selected time period with their stats (like retweets, likes, Activity Index). This way, it is easy to understand what kinds of content that you publish perform well, and which ones do not bring expected results.<\/span><\/p>\n<div id=\"attachment_46465\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46465\" class=\"wp-image-46465\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Top-posts-Sotrender.png\" alt=\"Top posts in Sotrender\" width=\"800\" height=\"412\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Top-posts-Sotrender.png 1999w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Top-posts-Sotrender-475x245.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Top-posts-Sotrender-768x395.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-46465\" class=\"wp-caption-text\">Top posts listing in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">At the same time, Twitter Analytics enables you to see only one best performing post in a particular month.<\/span><\/p>\n<h2><strong>Step 4: Compare results with competitors<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">If you want to grow your Twitter profile, it is important that you spy on your competitors and check their results. In Sotrender, you can easily analyze competitors\u2019 performance and see how you stack up against them. Simply, choose the Comparison section and create a comparison group with profiles that interest you.<\/span><\/p>\n<div id=\"attachment_46467\" style=\"width: 809px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-46467\" class=\"wp-image-46467 \" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Comparison-in-Sotrender.png\" alt=\"Profile comparison in Sotrender\" width=\"799\" height=\"500\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Comparison-in-Sotrender.png 1902w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Comparison-in-Sotrender-475x297.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2022\/10\/Comparison-in-Sotrender-768x480.png 768w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><p id=\"caption-attachment-46467\" class=\"wp-caption-text\">Comparing different Twitter profiles in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Similarly to a single profile analytics, within a comparison group, Sotrender enables you to track and compare: number of followers and follower growth, engaged users, Activity Index, brand activities, user activities and top posts of selected profiles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last but not least, Sotrender has a comparison report that allows you to see how you stack up against other brands on Twitter. Click on <\/span><i><span style=\"font-weight: 400;\">Comparison<\/span><\/i><span style=\"font-weight: 400;\"> and add the profiles you want to view side by side.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Such reports provide a leg up from the reports you get from Twitter. They dig deeper, compare other brands, and generate and share reports with your team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With all the metrics you collect, remember to focus on those that guide and inform the development of your Twitter marketing strategy.<\/span><\/p>\n<h2><strong>Step 5: Review and act on your reports<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Your report will provide you with information about your target audience, type of content, level of engagement, to help you identify areas of improvement. Use this information to identify your next steps to help you achieve your marketing objectives.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a top-level marketing objective would be to increase brand awareness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means you may have two approaches as your next steps:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify content topics that resonate with your followers and consistently share them on Twitter to improve engagement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.sotrender.com\/blog\/2018\/09\/top-influencer-marketing-ideas\/\"><span style=\"font-weight: 400;\">Work with influencers<\/span><\/a><span style=\"font-weight: 400;\"> to share your content with their followers to expand your reach.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">See how it all ties back to your marketing objectives?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sotrender also provides you with tips to inform your next steps (as seen earlier) and you can reinforce your next steps by talking to your team to get more ideas on what to do to improve your performance on Twitter.\u00a0<\/span><\/p>\n<h3><strong>Conclusion<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you are building your personal brand or working with a company on Twitter, the insights you get from analytics reports should inform your approach towards how you choose to improve your performance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sign up for a <\/span><a href=\"https:\/\/app.sotrender.com\/auth\/signup\/trial\/en?currency=usd&amp;slug=ultimate&amp;_ga=2.139924979.1138770544.1662631523-1322078514.1662631523\"><span style=\"font-weight: 400;\">7-day trial<\/span><\/a><span style=\"font-weight: 400;\"> with Sotrender to get in-depth Twitter analytics reports and craft a strategy that moves you closer to your marketing objectives.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2139\ufe0f Note: Twitter analysis is no longer available in Sotrender. If you need data from this platform, contact us at support@sotrender.com to order a custom report. Tracking Twitter marketing analytics is critical to know what&#8217;s working and what isn&#8217;t.\u00a0Although Twitter Analytics seems simple, it\u2019s elusive to many social media marketers. Often, marketers get lost tracking [&hellip;]<\/p>\n","protected":false},"author":253,"featured_media":46473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1785,3266],"tags":[471,861,3201],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ultimate Guide To Twitter Analytics: Metrics, Tools &amp; How To Get Started<\/title>\n<meta name=\"description\" content=\"Wondering how to get started with Twitter Analytics and make the most out of your analytics reports by tracking the right metrics? 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