A crucial part of any business campaign is measuring the effects, drawing conclusions, and planning your next steps.

Social media marketing has a huge advantage: you can measure almost everything with any number of tools.

To measure the effects of your Twitter campaigns, start with their native tool – Twitter Ads. If your campaigns become bigger and you still need more options, you can always use external partners.

The Twitter dashboard shows all activity from your funding sources. What’s displayed can be filtered by objectives or campaign statuses. And remember to always adjust the date to the appropriate time.

Depending on your business goals, use varied campaign types and ad formats. different metrics will also be key KPI’s (Key Performance Indicators) for you. For example, your number of followers will be important if you want to build community and brand awareness. But it will not be as important if you’re running a ‘Leads’ driven campaign.

Remember to set expectations realistically and compare the results of your campaign to your previous activity. This will let you optimise better and see what’s working best for your business.

Lastly, the results from social media platforms should be analyzed in a broader context. Use Google Analytics or other tools to see how social campaigns improve the performance of your website, blog, or shop.

Where do I start with KPI’s?

Objective/campaign type Key metrics Observe also Other
Followers Followers

Cost per Followers

Impressions

Engagement

Link clicks

Conversions (if web tag is implemented)

Number of visitors from Twitter

Time spent

Purchases

Pageviews

Tweet Engagements Engagement (and types)

Cost per Engagement

Impressions

Followers

Conversions (if web tag is implemented)

Number of visitors from Twitter

Time spent

Purchases

Pageviews

Website Clicks or Conversions Clicks

Tag actions (visits, purchases, sign ups, downloads etc.)

Cost per click

Cost per conversion

Card Engagements

Impressions

Engagement

Followers

Number of visitors from Twitter

Bounce Rate

Time spent

Purchases

Downloads

Average purchase value

Basket drops

Pageviews

App Installs or Re-Engagements Clicks

Cost per click

Installs

Cost per click to install

Card Engagements

Impressions

Engagement

Followers

In-app actions

Purchases

Average purchase value

Time spent in app

Leads New leads

Cost per lead

Card Engagements

Impressions

Engagement

Followers

Number of visitors from Twitter

Time spent

Video Views Media views

Cost per view

Engagement

Impressions

Followers Number of visitors from Twitter

Time spent

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Read also:
  1. Should I promote my tweets?
  2. What do I need before start advertising on Facebook?
  3. What targeting options should I use for my Facebook ads?
  4. How to Conduct an Excellent Twitter Audit in 15 Minutes