In today’s marketing world, simple monthly stats such as likes and followers are no longer enough to measure success.
Every second 6,000 tweets are sent on Twitter, averaging over 350,000 tweets per minute, and 500 million tweets daily, yet the average user only spends 20 minutes a day on the platform. It’s up to you to make the most of those minutes so you get a big window to grab their attention.
Analysis of Twitter data is no small task, and marketers need to analyze Twitter data in a way that impacts potential customers.
Below are some insights into Twitter Analytics, including its 4 types, as well as how to analyze the data using the best analytics tools.

What are Twitter Data Analytics?

Twitter data analytics drills down into Twitter data and applies the insights to improve business performance. “Twitter data” can include general account-specific information like the following size, demographics, traffic, and engagement.
Twitter data analytics makes it possible for you to identify key influencers, track mentions, and evaluate their performance.

The data analysis benefits range from brand positioning to PR to marketing strategy, including:
Analyzing how people respond to current campaigns/strategies.
Analyzing tweet-specific engagement data to determine what kinds of content resonate best.
Identifying content types and approaches with low engagement or negative comments.
Determining the most valuable audiences for future campaigns.
Comparing your performance with your competitors to identify gaps in your current strategy.

4 Types of Twitter Data Analytics

Twitter data analysis provides insights that can help your brand stand out by crafting tweets relevant to your audience. Listed below are 4 types of analytics that you can use to improve your Twitter presence:

Content Analytics

Content analysis helps you figure out the tone and approach to use in your campaign. Examine your previous tweets and identify those with the best performance. To find your top tweets, categorize them by the metrics you want to measure, such as impressions, clicks, and engagement.
Examine the top tweets to find patterns you can use in the future, such as hashtags, mentions, and questions, and determine when your audience is most responsive.
Added bonus: To sum up the highlights, compile your top tweets into a word bank.

Engagement Analytics

Engagement analytics reveal which types of content resonate with followers based on likes, retweets, comments, replies, and clicked links. A tweet’s engagement, or how many interactions it has received, is shown in the tweets section, along with the engagement rate (number of engagements divided by the number of impressions).
If you are receiving little engagement on your tweets, it might be time to reconsider your subject matter and format. For example, consider adding videos or photos. You can use these analytics to guide your paid campaigns more effectively.

Follower Analytics

Use follower analytics to better understand your followers and give them relevant and engaging content. You can find out what your followers want by looking at their demographics, interests, lifestyles, and more.
You can see how many followers you’ve gained and lost in the last 30 days using the followers dashboard. If you notice that you gained or lost a substantial number of followers in a day, monitor your tweets to identify the reason.
Connecting with your top followers is also a great way to find collaboration opportunities.
Bonus tip: Consider running follower ads to gain engaged new followers.

Trend Analytics

Trend analysis is all about identifying emerging trends over time by analyzing tweet activity. Trends are listed under the Explore tab, and also on the home timeline, notifications, search results, and profile page. Learning about upcoming holidays, events, and recurring trends, and tracking who’s tweeting about them is an effective way to generate new content ideas.

Viewing Twitter Data Analytics

The following are two main ways to access analytics of your profile data on Twitter:

Official Twitter Analytics

The official Twitter Analytics tool is a free resource for keeping track of Twitter activity. Go to your Twitter account > More > Creator Studio to find analytics.

Twitter Analytics gives you access to the following data:
Impressions, profile visits, mentions, and followers over the past 28 days,
Top tweets, top mentions, top followers
Activity on tweets: engagement rate, retweets, likes, replies, etc.
Ad performance
Tracking conversions.

You can also view engagement statistics for each tweet, such as impressions, likes, retweets, follows, links clicked, details expanded, and profiles clicked.
While this data is accurate and thorough because it is derived from Twitter, it is also time-consuming, making it less useful for brands in need of quick and actionable insights.

Third-Party Twitter Analytics Tools

You can only take advantage of Twitter’s full potential with an advanced Twitter analytics tool. These third-party tools provide enhanced data and in-depth insights, but they often come with fees.
They provide data that complements Twitter Analytics with metrics and features such as sentiment analysis, online reach, shares of voice, influence scores, presence scores, customizable reports, and more. Below are 3 best Twitter analytics tools worth considering:

SocialDog

SocialDog offers comprehensive analytics and social listening features, enabling you to optimize your Twitter presence. It features a full suite of analytics features and in-depth reporting, giving you a clear overview of key data that you can use to make sound business decisions.
It provides you with tweet analytics, engagement analysis, follower tracking, and keyword monitoring, enabling you to stay abreast of enlightening social conversations, as well as accurately assess the response to your Twitter marketing campaigns.

In the analytics dashboard, you will find data about:
Tweet engagement: number of likes, replies, and retweets
Follower analytics: recent followers/unfollowers and follower/following ratio
Posts performance: most replies, likes, and retweets
Scheduled Tweets: upcoming posts, draft tweets
Inbox: Monitored keywords and mentions.

SocialDog collects all these data over different time periods, such as the last 7 days, 30 days, real-time, and a user-defined range of dates. To boost your reach even further, the tool also generates a wall of follower’s backgrounds and interests. You can create custom Twitter reports in CSV if you want to share the results with your team.

Price:
Lite+: $12/month
Pro: $59/month
Business: $120/month

Brandwatch

Brandwatch, as a Twitter official partner, has a social listening feature that allows you to collect all relevant conversations related to your brand on Twitter. You can search for a specific topic or keyword and see all the analytics data related to it. It also offers comprehensive analytics of your online mentions from social media, blogs, forums, and news sites.
Additionally, you can explore emoji analysis and sentiment analysis to learn more about your audience, as well as detect images with your logo in them. You can receive all your data, including demographics and influencers, in HTML or PDF format right in your inbox.
Price:
Schedule a demo with their team to get a customized price.

Sprout Social

Sprout Social is another good social media analytics tool that helps you measure your social media success. In addition to Twitter, it also works with Facebook, Instagram, and LinkedIn. It allows you to analyze performance and engagement on social media, post messages, and listen to conversations about your business on social media.

You can use the tool to:
Analyze the top-performing posts,
Your brand’s most-mentioned topics,
Find new Twitter topics to spark engagement.

Sprout Social provides a shared publishing calendar that helps marketers keep track of their campaigns. You can easily present robust reports and insights to the C-suite by using Sprout Social.

Price:
Standard: $249/month
Professional: $399/ month
Advanced: $499/month

Getting Reports from Twitter Analytics

There are a bunch of data points to track on Twitter, like traffic, demographics, clicks, retweets, likes, and replies. All of this can be tracked over time using Twitter Analytics, and you can generate reports in 2 ways:

Exporting a Twitter Analytics Report

Twitter Analytics provides a CSV export feature that is very useful for exporting data from Twitter APIs. You can export your data fairly quickly, even in huge data sets.
In the top right corner of your Twitter Analytics Dashboard, you can download your analytics reports. Just pick the timeframe you prefer, as well as the tweets and days you want to export data by, and hit the “Export Data” button.
It won’t take more than 10 seconds and you’ll have your report in CSV format. Using Excel, you can sort your exported data according to whatever metrics you are most interested in, which is not possible with the platform.

Creating a Report in Looker Studio (Google Data Studio)

Formerly known as Google Data Studio, Google’s renamed Looker Studio is a free tool for creating reporting dashboards for Twitter Analytics data. You can connect Twitter Analytics to Data Studio either manually or using Twitter connector Porter.

To generate a manual report:
Export your Twitter data in CSV format from the Twitter Analytics dashboard.
Copy and paste the data into Google Sheets,
Link that Google Sheet to Looker Studio (Google Data Studio)
Click on the blue “Create Report” button in the top right corner.

Once you’ve got your report ready, you can turn it into charts, graphs, and tables for better analysis.

Conclusion: Choose the Right Tool for Your Twitter Data Analytics Needs

As we live in the age of Big Data, brands cannot rely on gathering stats and doing summary analyses of performance and strategy alone to succeed. Today’s marketing relies heavily on analytics tools for gaining insight. With the right analytics tools, you can analyze your audience and tailor your marketing strategy for maximum reach.
When selecting the best Twitter analytics tool, consider the platforms it supports, the features it provides, the price, ease of use, integrations, and support it offers.
Try SocialDog as one of the best tools with all the right features and start monitoring your success to amplify your marketing efforts.