When it launched last year, Twitter Analytics marked a solid (if long overdue) move towards greater transparency and measurement abilities for users. And since then, Twitter has continued to make upgrades to the tool, most recently by adding analytics access in its mobile app.
Though users now have more insight into their Twitter account metrics, many aren’t using them to their full potential. They’ve poked around the Twitter Analytics Dashboard and figured out they can track impressions and metrics by promoted or organic activity … and that’s about it.
The good news is there’s much more you can discover in your Tweet Dashboard — you’ve just got to know where to look. Beyond the basic metrics, here are some incredibly important things you can discover about your Twitter account and audience using Tweet Analytics.
1) See Which Content Resonates With Your Audience
Understanding which types of content and topics your audience members most enjoy can help drive your social marketing and content strategy. What’s the point in sharing content no one cares about or enjoys?
In the “Tweets” tab, you can see Impressions, Engagements and Engagement Rate (Engagements divided by Impressions) for each tweet, both for paid and organic posts. Engagements include all activity on the tweet: retweets, follows, replies, favorites, and all clicks on the tweet, link, hashtag, avatar, etc.