If you’re a digital marketer, then we are sure you are familiar with Facebook and Google Analytics. However, 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.
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.
How to Use Twitter Analytics
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 “Analytics.”
Twitter impressions are the number of times your tweet appeared on a user’s timeline. Keep in mind that this does not necessarily mean a user actually saw the ad. An impression gets counted every time the tweet enters a user’s timeline even if it was the same user as before.
You can’t necessarily judge a tweet’s performance by the number of impressions it has received, however, the more engagement your tweet receives the more the Twitter algorithm will favour the tweet which means it will show it to more relevant users.
A lot of people confuse reach with impressions, however, they are not the same thing at all. Impressions 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:
- If you post a tweet to your 200 followers, then your reach will be 200.
- If someone with 100 followers retweeted your tweet, then your reach will be 300.
- 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.