Review: Twitter Analytics

Kay / 25th June 2013 / Comment

Facebook isn’t the only social media platform that’s rolled out new changes lately. Twitter recently added an analytics feature that is being embraced by the SEO-inclined with open arms. While Twitter has been a staple of social media campaigns for several years, its contributions to website traffic have been notoriously difficult to quantify. The metrics provided by Twitter Analytics help to resolve this issue by providing data on individual tweets, follower interaction, and overall account performance. This will be a great help for brands, bloggers, and anyone else with a vested interested in their Twitter engagement.

The Analytics tool consists of two functions: a Timeline Activity tool and a Followers tool.

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The Timeline Activity tool gives you a performance overview of your past 30 days by showing the number of “Faves”, “Retweets”, and “Replies” generated by each tweet.

Twitter Analytics review

Timeline activity chart

Tweets can be filtered to show those with the “best” (top 15%) or “good” (top 2/3) levels of engagement. While it’s not clear how the engagement levels are calculated, it somehow combines the respective quantities of Faves, Retweets, and Replies.

Another favorite feature? The number of clicks generated by each link in your tweets is listed alongside the link:

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Pros: The Timeline tool gives users a clear sense of the overall engagement levels generated by each kind of Tweet, as well as a look at overall account performance trends.

Quibbles: The engagement level filter is great, and would be nicely expanded by the ability to view tweets in descending/ascending order according to Faves, Retweets, and Replies. It also seems a bit limiting that only the past 30 days’ tweets can be accessed—being able to look at month-by-month and annual performance would be useful.

As for the Followers tab, I was met with this sad screen when I attempted to open it:

Twitter Analytics review
This may be a glitch in the system (I certainly hope it’s not us!), but DigitalTrends provides good screenshot coverage of what this tab entails. This tab provides useful data on your followers, such as gender breakdown, interests, and location.

A final note: while most accounts can now access Twitter Analytics, there are a few restrictions. Click here to find out if you’re eligible.

What do you think of Twitter Analytics? Let us know in the comments!

By Kay