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Checking out Twitter Analytics

By Corrie Oberdin   •   25 July, 2013

25
Jul

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Checking out Twitter Analytics

In Social Media by Corrie Oberdin     Comment Bubble  Leave a Comment      Like

For years Facebook has given page owners a wealth of measurement data for Facebook pages. When we do a Facebook training session, the Insights tab is where people start to get excited. Not only do they get to see demographics and responses, but they get a lot more information. By nature marketers like data, and the type of data Facebook provides makes marketers really happy.

Not so Twitter. Most social media marketers have to cobble together metrics that kind of match what we get from Facebook.  We tend to smoosh together data from a bunch of different sources – Hootsuite or Bit.ly tracking, follower numbers and Google Analytics have all made up bits and pieces of figuring out how we were doing on Twitter.

That might be changing as Twitter rolls analytics to select users.  While not everyone has access right now, we surveyed our clients and found that about 60% of them did – and some of those that didn’t had relatively new accounts. However, we wanted to give a quick overview on how to get to Twitter analytics, and what you will see when you get there.

How to get to Twitter Analytics

There are two ways to get to Twitter Analytics. The first is to login to your Twitter account, and select “Twitter Ads” from the drop down menu. The second way is to just point your browser to analytics.twitter.com.

Select “Twitter Ads” from the drop down menu.
Select “Twitter Ads” from the drop down menu.

Once you get there (whichever way you choose), you will have to sign in again with your Twitter account’s username & password.

 

Go ahead, Log In again
Go ahead, Log In again

 

The first thing you’ll see is the ad screen. If you have access, you can bypass this and select “Analytics” from the drop down menu.

Select "Analytics" from the Drop Down Menu
Select “Analytics” from the Drop Down Menu

If you have access, selecting Analytics will take you right to your sweet metric oriented information. If you don’t have access, you’ll just get the ad information screen. If you really, really want access, you can buy an ad, but you can always just wait until Twitter rolls it out to more users.

What will you see when you get there? 

If you do have Twitter analytics, you’ll be able to view three things:

1) A high level “Timeline Activity” graph that shows mentions, follows and unfollows over time:

This is our Timeline Activity graph.
This is our Timeline Activity graph.

 

2) Post-level information, that includes # of clicks to links, # of favorites, # of retweets & # of replies:

Post-level data
Post-level data

 

3) Follower information, including a follower growth chart, gender breakdown, follower location & interests. Also neat is the “Your followers also follow” breakdown on the right hand side:

Not as in depth as Facebook insights, but its a start.
Not as in depth as Facebook insights, but its a start.

 

While Twitter’s analytics doesn’t go as in depth as Facebooks analytics, it is a start to providing native data behind the platform. Have you played around with Twitter analytics? What are your impressions to date?

 



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