How to Use Twitter Analytics to Improve Your Engagement

twitter analytics

Twitter is a social media platform that’s fast, fun, and – most importantly for ecommerce businesses – free. It can help you drive traffic to your online store, build a loyal customer base, and increase sales revenue, all without any upfront costs. But as you begin using Twitter, you’ll find that more and more online store owners are battling for attention through 280 characters or less. That’s why you’ll need to sharpen your wit and stand out, and Twitter analytics can help.

Twitter analytics offers a wealth of information that can help you create meaningful content that resonates with your target customers. After all, Twitter users interact with brands in important ways. If you’re not analyzing the performance of your own tweets, you can miss out on key Twitter insights that could help you hone your Twitter marketing strategy and maximize ROI.

In this post we look at what Twitter analytics is, why it is a great tool, and other tools that can help you define the success of your Twitter campaigns.

What Is Twitter Analytics?

Twitter analytics provides details on your tweets’ engagement, clicks, retweets, favorites, replies, and more. This data is not only your activities on Twitter, but also the activities of all those who follow you, interact with your tweets, or otherwise engage with your content. Twitter analyzes these activities to create a rich set of data that shows how a user’s Twitter account is performing. Your Twitter analytics “dashboard” is where you’ll find this data.

How Do I Get Twitter Analytics?

Every Twitter user can access Twitter analytics for their Twitter account, you don’t need to be a business. You can access yours by logging into your Twitter account and clicking the activity icon (this looks like a bar graph) underneath a chosen post on mobile or by going to this section on desktop.

On the mobile analytics profile you can see information like:

  • How many Twitter users saw, liked, shared, and commented on your specific tweets
  • How many users visited your profile

On the desktop analytics profile you can see the above metrics and much more information like:

  •  How many followers you have, including any changes like new followers
  •  Your most popular tweets and followers
  •  The demographics of your followers
  •  Your Twitter highlights by month

Is Twitter Analytics Free?

Yes, Twitter analytics is free. Every Twitter user can access their Twitter analytics free through the above sign up process. In addition to the built-in, or “native” dashboard inside your Twitter account, there are many free and paid Twitter analytics tools you can use to dig deeper into your data. We’ll discuss those later.

What Does Twitter Analytics Show?

Twitter provides a wide range of analytics suitable for any business. From basic to more advanced Twitter insights, their dashboard provides personalized Twitter statistics that can improve your account metrics over time. Here are just seven Twitter insight metrics and how they can help you begin to grow your account.

  1. Twitter Impressions

    A Twitter impression is the number of times a tweet was viewed by people inside of Twitter. This number is important as it shows if the amount of people who viewed your Tweet is getting smaller or growing. If it is growing, you are doing something right, but if it is shrinking you could consider changing your strategy.

  2. Engagement Rate

    For Twitter users, the engagement rate is the total number of engagements over a period of time divided by the number of impressions achieved over that same period of time. This can be broken down by Tweet which allows you to see your most popular posts.

  3. 28 Day Summary

    At a glance, your 28 day summary in Twitter analytics shows how your account compares to the previous period. This allows you to see how your account may have grown or decreased over this period.

  4. Top Mentions

    Twitter Top Mentions highlight a tweet that mentions you which received the most impressions over a particular period. Keep an eye on this to find out who is engaging in conversation about your brand or account.

  5. Top Tweet

    Twitter’s Top Tweet on your dashboard is the tweet that your account pushed out which received the highest number of impressions over a set period of time. Use this information to inform newer tweets so you continue to grow your impression numbers.

  6. Top Follower

    Twitter Top Follower metric is the account which has followed you within the time parameters with the highest amount of followers. Check this to see if influencers and popular accounts are following you.

  7. Video Completion Rate

    Video Completion Rate does what is says and divides the number of complete video views by the number of times users started to watch it over a period of time. This shows how popular a video is and can inform your team when creating new videos.

What Are the Benefits of Twitter Analytics?

twitter analyticsImage via: PopArt Studio

Twitter’s analytics tool offers valuable information about your audience and performance on Twitter which allows you to improve your performance on their platform going forward. The benefits of Twitter analytics are endless. Here are our top benefits.

  1. Discover more about your tweets: The integrated analytics dashboard will show Twitter metrics for each tweet. You get to see the total number of impressions and engagements generated by a tweet, as well as its overall engagement rate. If you see spikes in impressions, you can revisit the tweets you shared on those days to know what generated them.
  2. Deep dive into your audience demographics: Using Twitter analytics, you can get a clear picture of your followers, learning what languages they know and how they’re divided along age groups, as well as their country of residence, gender, and even online purchasing behavior. This information should enable you to craft a Twitter strategy that speaks directly to your ideal audience.
  3. Find best times of day to tweet: You already know not to post at 3 a.m. because everyone is sleeping. But what about the best hour of the workday, or on weekends? When you look at your analytics data, you can see patterns of engagement based on the time of day that you tweeted.
  4. Validate your Twitter Ad spend: When you’re using promoted tweets to attract eyeballs, you want to know if you’re making good use of your investment. Fortunately, Twitter analytics for business insights lets you compare promoted and organic impressions so you can gain an understanding of how well your promoted tweets are performing.

What Are the Best Twitter Analytics Tools?

Now that the benefits of Twitter’s free analytics tool are clear, here’s a handy list of the top Twitter analytics tools for analyzing, tracking, and planning your tweets:

  1. Twitter Analytics Dashboard

The integrated analytics accessible via the dashboard are detailed and easy to use for analysis and reporting.

As soon as you launch Twitter analytics, you get a 28-day summary of your Twitter account along with an overview of key metrics like top mention and top follower.

The Tweets tab provides an overview of individual twitter metrics. Users can click on each tweet for more in-depth metrics. The Audience tab offers a detailed overview of your followers, including top interests and demographic information.

Twitter Analytics FreeImage via: Marketing Land

On the right, you’ll find a few key stats of your account for the month. These numbers are pretty useful for reporting – to determine month-over-month improvement and showcase your monthly performance.

  1. Twitter Assistant by Union Metrics

Wouldn’t it be great if you could analyze your recent tweets, keep tabs on your engagement, and craft new data-based tweets – all in one place?

You can do all that and more in the Twitter Assistant dashboard.

Twitter Assistant is a free Twitter analytics tool from Union Metrics that enables a new type of ultra-personalized recommendations and metrics based on an account’s followers and tweets. In just a couple of minutes, it can answer questions about your Twitter account such as:

  • What type of tweets get the most engagement?
  • When should you craft new tweets?
  • Who are the most influential personalities in your audience?
  • Which hashtags could increase your impressions?

twitter analytics toolsImage via: Union Metrics

It’s fairly basic, but there are several interesting data points available – and if you’re serious about expanding the reach of your Twitter account with detailed engagement analysis, the more data the better.

  1. Twitonomy

The free version of Twitonomy comes with a diverse set of Twitter analytics tools, sharing figures like @ mentions, most tweeted and replied to Twitter users, and average tweets per day for a specific period or for all time. In addition, you’ll see how your own content performs, with your most liked and retweeted tweets displayed.

Twitonomy also offers charts depicting how often you tweet on the different days of the week, and even the individual hours of a selected day.

twitonomy tweet analyticsImage via: AllBusiness

There’s even an intriguing feature that visualizes all tweets that mention your account on a world map.

Twitonomy also shares – in the free version – analytics about your audience and the accounts that you follow. These tabs display the data you’d expect to see about both groups: when they last tweeted, how many tweets they’ve sent, how many accounts follow them and how many accounts they follow. You can use this data analysis to unfollow/follow accounts from inside Twitonomy.

Twitter Follower Tracker

In addition to analyzing the performance of your tweets, tracking your Twitter followers will let you see how your audience is developing over time. Luckily, the following tools make it easy to do so:

  1. Followerwonk

Followerwonk is a Twitter follower tracker that allows you to see your precise losses and gains of followers.

To get started you have to look at the users who follow your account. Followerwonk’s reports can be generated for specific time periods – between 1 and 60 days. However, it can’t pull historical data on the account from before it was connected to Followerwonk, so users can only see their losses and gains for the amount of time they’ve been tracking through the platform.

Twitter Follower AnalysisImage via: Moz

The tool also generates a cool graph of daily followers. You can click on any part of the graph to

see the accounts that added or deleted you recently. The graph can even be divided with widgets. This way you’re able to visualize your follower counts in the simplest and most convenient way possible.

Additionally, Followerwonk lets you add competitors so you can do competitor analysis between your and their Twitter accounts.

  1. TwitterCounter

TwitterCounter doesn’t have the ability to identify leavers, but it can provide data and stats on your followers in order for you to see the bigger picture as far as your Twitter following is concerned.

Sign in to TwitterCounter and it will display, on a line graph, your follower numbers for a weekly, monthly, or three-month period. You can also see data on whether your existing followers are down or up compared to your average, compare your Twitter account against your competitors, and even plot the same data against how many tweets you’ve sent.

twitter follower tracker

Image via: TwitterCounter

Additional features offered by TwitterCounter include a profile checker that makes recommendations on your profile page, and various buttons and widgets.

  1. Export Tweet

Export tweet is a robust Twitter follower tracker for businesses wanting to know more about their audience. It offers detailed reports on the composition of your follower base, including demographic breakdown and activities of each follower on the platform.

You can dig deeper and understand your followers’ habits on Twitter. Some of the stats offered by Export Tweet are:

  • Range of followers that followers have
  • Total number of people that a follower is following
  • Total number of followers that a certain follower has

twitter insightsImage via: ExportTweet

These pieces of information are useful in identifying who among your followers has an influential presence on the platform. Use this data to determine potential followers that you can capture.

What Is Twitter Hashtag Analytics?

Twitter hashtag analytics is the data behind how available hashtags perform. This data is great as it gives you an understanding of the popularity of a hashtag before you use it and also some background into how Users interact with it. Sometimes, you need to analyze hashtags. For instance, when you want to know whether tweeters are mentioning your products, company, or event.

You can use Twitter analytics to find out information relating to your profile but you can also use Twitter hashtag analytics which can give you insights before you start using hashtags and allows you to track trends into the future. Twitter hashtag analytics are provided most regularly within hashtag tracking tools.

What Are Hashtag Tracking Tools?

Hashtag tracking tools collect information about hashtags from around all twitter profiles allowing Users to understand better how particular hashtags are used and also what types of accounts use these hashtags. With this information businesses can research whether a hashtag is being used by competitors, and what kind of engagement they might get from using these hashtags. Hashtag tracking tools also lets you track other accounts so you can always know what is going on in your industry. Here’s a list of hashtag tracking tools that can help you find the best hashtags for your campaigns:

  1. Hashtagify

Hashtagify is a robust tool for locating trending hashtags that are relevant to your industry. Once you type in your hashtag (SuperBowl, for instance) in the Search bar and press Enter, it will show you the top related hashtags based on their popularity. By default, the results are presented in a visual that looks like a mind map.

twitter hashtag analyticsImage via: John Paul Aguiar

Another cool feature is that you can measure your brand’s influence within a hashtag’s stream and get ideas on new hashtags to use in your marketing.

The focus on relevant hashtags, popularity, and correlation makes Hashtagify awesome for discovering new opportunities. Moreover, the ability to filter out tags with lots of spam lets you focus on quality.

  1. RiteTag

RiteTag is a handy Twitter hashtag analytics tool that lets you discover new hashtags and track existing ones. In addition to sharing vital hashtag data with the user, the tool helps you identify the best hashtags for your images and texts.

The tool has all the features you need to research a hashtag, including notification alerts that keep you up to date on new mentions of your preferred hashtags, and tag sets that enable you to view related hashtags that can be used to bolster your Twitter presence.

twitter hashtag analytics

Image via: RiteTag

One of the standout features is RiteTag’s ability to offer instant feedback on hashtags. All you need to do is type in two hashtags and you’ll be presented with their strength through color indicators.

Hence, if you’re stuck between a couple of options, RiteTag can save you a lot of time by helping you pick the best one for your needs.

  1. Hashtracking

Hashtracking offers detailed analysis based around a Twitter hashtag you want to track. It can be used to create reports, generate frequency data, and see what platforms people are using to tweet a hashtag (desktop or mobile). Also, on the first day you choose hashtags to track, you get the option to receive analytics going back 30 days.

twitter hashtag analyticsImage via: Hashtracking

Another enticing feature of Hashtracking is that it allows you to create easily embeddable infographics, transforming your data into shareworthy content.

In addition, if you’ve been conducting A/B tests for hashtags, you can easily make your own leaderboard and see the winner. By choosing which ones to review, you can compare the performance of 5 at once. Hashtracking provides a free trial but has many price plans so you can find the best one for you.

  1. TalkWalker

Talkwalker monitors activity across all social channels and online media in real-time, no matter the industry, language, and topic. With their data you can discover what customers think about campaigns, products, and your brand. This Twitter insight tool is great for discovering new hashtags which competitors might be using.

Twitter Hashtag Tracking Tools

Image via: TalkWalker

This tool allows you to benchmark your brand to measure sentiment and brand health. With their intuitive dashboard you can report and present results easily while also getting instant access to two years of historic data. TalkWalker can integrate with many different tools like Hootsuite you can optimize engagement efforts as you perceive them.

TalkWalker provides a free demo before you sign up for one of their three pricing options.

  1. Socialert

Track all Twitter accounts and posts including Twitter hashtags quickly with Socialert. Measure metrics including Twitter impressions, sentiments, top mentions, active users, retweets, URL analytics viral content for any hashtag, and Twitter account easily with this simple to use tool.

Twitter Hashtag Tracking Tools

Image via: Socialert

Track competitor keywords, and Twitter handles to discover their social media strategy while also finding their customers, viral content, and trending hashtags using Socialert. With their Twitter hashtag monitoring tool, you can analyze overall impressions and performance, count hashtag mentions, track hashtag usage to help you understand the success of your campaigns.

This tool comes with a free version which can be upgraded to one of their three pricing plans.

How to Analyze Your Twitter Metrics

Here are some important Twitter metrics that you should understand, analyze, and focus on to make efficient use of Twitter analytics tools.

  1. @Replies

A reply is a message sent by a user that starts with your Twitter handle. It shows up in your stream as well as the streams of the followers of both you and the replying person. More replies show that users are engaging with your content and giving feedback.

  1. Retweet

A retweet happens when a user shares your tweet with their followers. This is a straightforward way to know how effective your tweet was, when it performed best, and how many users are listening to what you have to say.


Likes happen when a user clicks on the heart icon under a tweet. It shows the general opinion towards the tweet. Also referred to as favorites, it shows likability. Likes help you understand whether your content is received well by your audience.

  1. Impressions

Impressions refer to the number of people who saw your tweet in their search results or timeline. For instance, let’s say a user retweeted one of your posts. Then one of their followers saw that retweeted post on their Twitter feed. This would be 2 impressions.

  1. Engagement Rate

The sum of all engagements (mentions, replies, likes, retweets) divided by impressions and multiplied by 100. The engagement rate shows the percentage of Twitter users who connected and engaged with your content.


Diving into your data and using analytics tools aren’t just a bonus – they’re necessary in today’s lightning-fast, data-driven world. When it comes to Twitter, there are dozens of tools out there that can help you optimize your performance, maximize your social media engagement, and even generate more revenue for your business. The best thing about these analytics tools is that they are, for the most part, free to use.

If analytics isn’t already a key part of your social media strategy, you can start today using the tools and tips we discussed. Over time, you’ll be able to gather information to constantly refine your strategy and make sure you’re getting the best possible results.

Do you use any Twitter analysis tools or tactics that we didn’t cover? We’d love to hear about them in the comments below.

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