{"id":2277,"date":"2019-02-14T08:57:55","date_gmt":"2019-02-14T08:57:55","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=2277"},"modified":"2022-10-17T13:09:19","modified_gmt":"2022-10-17T11:09:19","slug":"twitter-analytics-explained","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/twitter-analytics-explained\/","title":{"rendered":"Twitter Analytics Explained"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"620\" height=\"437\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia57-e1550129335699.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital school of marketing - Twitter Analytics\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia57-e1550129335699.jpg 620w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia57-e1550129335699-600x423.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia57-e1550129335699-300x211.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_SocialMedia57-e1550129335699-284x200.jpg 284w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>If you\u2019re a digital marketer, then we are sure you are familiar with Facebook and Google Analytics. \u00a0However, in 2014, Twitter joined the party by launching their own analytics dashboard. Twitter Analytics ensures a strategic move towards greater transparency for its users and advertisers.<\/p>\n<p>You might have seen a few insights here and there. However, the purpose of this article is to ensure that you learn how to make the most of the data available.<\/p>\n<h2>How to Use Twitter Analytics<\/h2>\n<p>Once you are in your Twitter profile (on a desktop) you can go ahead and click on your profile picture on the top right corner. You will notice a dropdown menu and within that menu you will see \u201cAnalytics.\u201d<\/p>\n<h2><strong>Twitter Impressions <\/strong><\/h2>\n<p>Twitter impressions are the number of times your tweet appeared on a user\u2019s timeline. Keep in mind that this does not necessarily mean a user actually saw the ad. \u00a0An impression gets counted every time the tweet enters a user\u2019s timeline even if it was the same user as before.<\/p>\n<p>You can\u2019t necessarily judge a tweet\u2019s performance by the number of impressions it has received, however, the more <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/digital-marketing-sales-funnel\/\">engagement<\/a> your tweet receives the more the Twitter algorithm will favour the tweet which means it will show it to more relevant users.<\/p>\n<h2><strong>Twitter Reach <\/strong><\/h2>\n<p>A lot of people confuse reach with impressions, however, they are not the same thing at all. <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/pay-per-click-advertising\/\">Impressions<\/a> are counted regardless if the same user has seen the tweet before. Reach, on the other had, tells you how many people could potentially see your tweet. For example:<\/p>\n<ul>\n<li>If you post a tweet to your 200 followers, then your reach will be 200.<\/li>\n<li>If someone with 100 followers retweeted your tweet, then your reach will be 300.<\/li>\n<li>If your reach is 5000 and you only received 100 impressions, then it might be because your tweet lacked engagement, as engagement is one of the core driving factors behind the Twitter algorithm.<\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/285981405?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Twitter Engagement Rate <\/strong><\/h2>\n<p>The next stat we will be looking at is called your Twitter Engagement Rate (TER).<\/p>\n<p>This stat refers to the amount of engagement your tweets receive in the form of follows, retweets, replies, favourites, and clicks.<\/p>\n<p>For example, if your tweet received 5 000 impression and 89 engagements, then your engagement rate is 1,78% and the sum of this is (89 \/ 5,000) * 100.<\/p>\n<p>This stat will give you insights to how people are responding to your brand\u2019s tweets.<\/p>\n<p>If your TER is lower than 0.3%, then you might reconsider your content schedule as the stats indicate that your content is not resonating with your audience.<\/p>\n<h2><strong>Tweet Activity <\/strong><\/h2>\n<p>Tweet Activity allows you to see different metrics within your Twitter dashboard. These metrics include all the ones we discussed above and more.<\/p>\n<p>You can dissect your Twitter Activity according to date ranges which will help you better understand when your audience is engaging with your content and when they are not. This should give you insights to when is the best time to post as well.<\/p>\n<p>Twitter is a neglected social media marketing channel for brands. It\u2019s very misunderstood.<\/p>\n<p>Most brands use it in a similar fashion to a Facebook page and it\u2019s where they dump their latest news and offers thinking that that is what their audience wants to see while, in fact, people tend to prefer having conversations with brands.<\/p>\n<p>Knowing this, and now that you understand the metrics, ensure you take a harder look at your Twitter marketing strategy.<\/p>\n<p>Want to learn more about social media marketing?<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>The <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/social-media-marketing-course\/\">Social Media Marketing Course<\/a>, from the Digital School of Marketing, \u00a0will enable you to grow your brand strategically on any social channel, increase customer engagement and correctly target those who matter most.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/social-media-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-761 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer06-600x96.jpg\" alt=\"DSM Digital School of Marketing Social media marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. 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