To get the most out of Twitter, you need to dig into the data. Nearly 400 million people use Twitter worldwide, with active users spending 31 minutes on it every day. This gives you plenty of opportunities to reach your target market.
But your challenge lies in cutting through all the noise, driving engagement, and turning followers into customers.
With an informed and proactive approach, data-driven decisions can optimize your Twitter strategy and boost ROI. Check out this article to discover how tweets perform, what analytics are available, and the best tools for analyzing tweets.

What Are Tweet Analytics?

Twitter Analytics is a data dashboard that shows all the details about your tweets visually. It displays stats for the past 28 days by default, but you can also customize it to show the last 91 days of tweet performance.
Tweet analytics quantifies the number of tweets that users engage with, helping you analyze your social media strategy, identify your most loyal followers, and discover which tweets your audience engaged with the most. They can also compare your tweets to those of your competitors, and find out what’s trending.
Your best time to tweet for maximum engagement can be calculated by identifying and evaluating insights into the audience most likely to see your tweet.

What Does Twitter Analytics Tell You About Your Tweets?

Twitter Analytics gives you insight into how well your tweets are performing, giving you a breakdown of your tweet activity, including impressions, engagements, and retweets. Below are a few statistics you’ll find:

Impressions

Impressions are a metric used to determine your reach and how your content engages your audience. Using this metric you can determine how many times your tweet (retweets and quotes) has been seen organically over a certain period.
You can measure impressions at the account level and per tweet. By revealing how many tweets have reached multiple feeds, this metric conveys brand awareness.

Engagements

This metric measures how people interact with a tweet, such as likes, media expands, replies, retweets, and link clicks. It measures your performance against brand and community engagement. Additionally, it tracks the number of views for each tweet across each account.

Top Tweets

It lists the most popular tweets from your post to the least popular tweets.

Link Click

This metric measures how many people click on links inside your tweet, giving you insight into how well your links are performing.

Top Mentions

A metric that informs you which tweets get you mentioned on Twitter and receive the most engagement. You can engage with your best-performing tweets by tracking this metric. If you engage with such tweets (positive or negative), your brand will become more visible to the followers of that account.

Retweets and replies

This measure how many times people share or reply to tweets. The metric helps brands identify influencers and gauge user engagement.

Hashtag Analytics

You can estimate how many views your tweet received using Twitter hashtag analytics. Use hashtags to get solid impressions, and track the metrics to find out which hashtag is most effective for your niche.

Promoted tweets

This metric includes stats about the tweets you promoted through Twitter advertisements.

How to Check Tweet Analytics

Now that we have a good grasp on tweet analytics and the impact they have, let’s dive into 3 ways to check analytics on Twitter.

Twitter Analytics Dashboard

Twitter’s built-in analytics are accessible to all users and provide a useful starting point for analyzing your tweets’ performance. To access the analytics, simply click More > Creators Studio > Analytics on the website.
First, the analytics dashboard offers deep insights about your account;s performance. You’ll find a summary that shows impressions, profile visits, mentions, and followers for your account. Scroll down to see a month-by-month breakdown.
On the Tweet activity page, you’ll find a section dedicated to your tweets, including top tweets, replies, retweets, and promoted tweets. It also enables you to view your activity over a specific date range and export your data in XLS format.
There is also a section that provides metrics on video views, retention, completion rate, and engagement when you post videos.

Twitter Mobile App

Twitter’s mobile app is the easiest way to explore tweets. With this app, you can always stay up-to-date on the space by receiving notifications. As of now, only individual tweet analytics are available in the Twitter mobile app, not account analytics.
To check analytics, go to a specific tweet and tap the three horizontal dots, then View Tweet activity. You’ll see a summary of the tweet’s performance, as impressions, engagements, the nature of those engagements, and links clicked. Even though it’s limited, it’s handy if you can’t access the web or only want to view a specific tweet.

Third-Party Twitter Analytics Tools

A third-party Twitter analytics tool provides valuable information related to your tweets. These tools can help you track metrics such as impressions, engagements, clicks, retweets, likes, followers, unfollowers, and more.
You can see your Twitter page’s performance more accurately if you use several Twitter analytics tools instead of just one, because different analytics tools may give different results. You can also gain insight into your audience, such as their demographics, interests, and behaviors.
Third party tools allow you to schedule tweets and track keyword and hashtag usage as well, which is not possible with native Twitter Analytics. Some of the most popular third-party tweet analytics tools are SocialDog, Brand24, and Twitonomy.

Checking Twitter Analytics for Another Account

To check Twitter analytics for another account, you must have access to the account you wish to check. When you have access, select “Analytics” from the “More” menu on the left side of the screen.
A tweet’s analytics can also be accessed directly by clicking on the “View Tweet activity” button. Users can track the account’s performance and gain valuable insights by viewing impressions, tweet activity, and audience insights.
These data can be used to benchmark and compare account performance. Moreover, analyzing other accounts can help you identify areas for improvement and gain insight into how you are doing in comparison with their campaigns.

Using Sentiment Analysis for Twitter Data

Sentiment analysis identifies and classifies subjective information in text data using an automated process. It may be an opinion, a judgment, or a feeling about a particular topic.
Most sentiment analysis involves polarity detection, which classifies statements as either positive, negative, or neutral. Sentiment analysis utilizes Natural Language Processing (NLP) to understand human language and machine learning to deliver accurate results.
If you use sentiment analysis to monitor your tweets, you can stay on top of your social mentions 24/7, and see what they are saying in real time.
Using Twitter data as a representative of what you’re trying to learn, you can:
Create a sentiment analysis model and train it.
Analyze Twitter data to see how your model performs.
Sentiment analysis works best with the following types of tweets:
Current Tweets: Keep track of keywords and hashtags in real-time.
Historical Tweets: Great for comparing sentiment over time.
If you want, you can export the data from Twitter and save it to your help desk or Excel.

Top 3 Tools for Putting Tweet Analytics to Use

Tweet analytics can help you measure how well your Twitter marketing is working and make it better. Here are the top 3 tools you can use to dig into tweet analytics at its best:

SocialDog

SocialDog is a popular Twitter analytics and scheduling tool for marketers and business owners. It provides a straightforward and intuitive dashboard that allows you to understand your account’s essential data, including tweets, followers, engagement, and more. You can also identify primary demographics such as gender, age, and location.
This tool includes an extensive reporting feature and a full suite of analytics capabilities. In the Post analytics features, you can analyze tweets, likes, retweets, and engagement for all tweet types over the course of a month, a year, or even on a day-by-day basis.
SociaDog also allows you to schedule tweets quickly and efficiently. In addition to tracking and generating automated reporting, this tool also enables you to research historical and current Twitter data. You can assess real-time industry conversations through keyword monitoring and hashtags.
Price:
Lite+: $12/month
Pro: $59/month
Business: $120/month

Brand24

Brand24 is a powerful tool that offers many useful features, including accurate tweet analytics, social listening, and hashtag tracking. Brand24 provides you with real-time mentions of your brand, letting you reach out to customers immediately and plan your next marketing campaign.
Furthermore, it helps you decide with whom to collaborate better based on your influence. It primarily serves as a monitoring tool, but also provides cross-platform analytics.
The tool also gives you all the basic Twitter metrics you would expect, plus sentiment analysis and trending hashtag lists in your niche. It’s easy to convert all the data into PDFs, infographics, and Excel files. In Brand24, there are three pricing plans that range from about $100/month to $250/month.

Twitonomy

Twitonomy has an easy-to-use interface for monitoring Twitter activity. It offers a variety of methods for analyzing your Twitter account and competitors. By logging in to your Twitter account, you can see how your tweets perform, see what gets retweeted, and track tweets from your favorite users, preferred lists, and keywords.
The tool also provides statistics on the growth of Twitter followers over time and can track clicks on links in tweets. Through its browsing, search, and filter functions, you can discover your followers and the followers of other people and add or remove people in bulk.
The tool also tracks replies and mentions as well as hashtag popularity. You can conveniently export tweets, mentions, and retweets using the export function. You can also backup by creating an Excel or PDF file that can be used offline or imported into other analytical programs for convenience. With Twitonomy, you can use it for free, or you can upgrade to a premium plan for $19/month.

Leverage Tweet Analytics With an All-in-One Twitter Tool

Whether it’s your first time using Twitter or you are launching your 30th marketing campaign, understanding your tweet analytics is essential for building your audience. Knowing which tweets you do best and why – is the best way to grow on Twitter.
As the native Twitter Analytics provide a great starting point for basic Twitter analysis. We recommend pairing native Analytics with SocialDog so you can monitor your tweets and view performance metrics in real-time as you go along.
SocialDog will help you decide what is the most effective way to delight your audience, reinforce these strategies, and help you achieve your goal effectively and efficiently.