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A Breakdown of Twitter Analytics

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I set up my first Twitter campaign for a client this week. We've been wanting to run Twitter ads for a while, but most of the campaigns we've created just didn't seem right for Twitter. But our short little two-day campaign combines TV viewers and Twitter. As many people tweet while they watch TV, we thought it'd be a great use of the ad network.

But that's not why I'm blogging. When I set up the Twitter ads account, I discovered that Twitter has some great analytics hiding in their ad dashboard.

There are three sections — Timeline activity, Followers, and Website.

(You may want to flip your phone horizontally to see the following screenshots better.)

Timeline Activity


You get a simple visual graph that clearly lays out when your best and worst days on Twitter were over a given time. The top section shows your mentions. And the bottom section tells you whether you lost or gained followers. Any high spikes are to be noted; find out what may have caused them.

What I really like is the list of tweets below. What you see in the screenshot is merely a sample. As far as I can tell, you can see every tweet you've ever posted since the creation of your account. I love this because it breaks down your tweets by "Best," "Good," and "All." You'll really be able to see what tweets worked and how to improve. If you'll look closely, they also provide click data on links inside each tweet, even if you have more than one.

Followers


A lot of third-party Twitter apps try to show you your followers over time, but none of them ever seem to agree. Getting it straight from the bird's mouth is welcomed.

If you're a big data junkie, you're going to love this. Not only does Twitter break down your followers by geography and gender, you get a nice list of common interests. This should help you hone your messaging when speaking to certain groups.

On the right side, you'll see a list of "Your followers also follow." While these people may not be huge influencers, your followers may respond more enthusiastically if you can reach out to these people frequently. Maybe get in touch with these people and find out how you can promote your businesses/brands together.

Website


To get this data, you actually have to drop a line of code into your website. But once you've set it up, it's a breeze. While it's nothing special, it does keep you well-informed on how often people tweet links back to your website. Use the information to reach out to those people and thank them for promoting your content.

Get it for yourself.

When I first accessed the analytics, I thought, "Well, that's crap. You have to give Twitter ad money before they'll give you analytics."

Then I remembered I've been using their product for free for five years...

But if you seriously don't want to spend a few bucks promoting your business on Twitter, there is a workaround to getting access to the analytics. Simply start your first campaign. You will then be asked if you want to upgrade to their advanced features, which include the analytics. Say yes. Then stop your campaign. After that, you don't need to have an active campaign to keep using the analytics.

But, you know, it wouldn't kill you to give $25 in exchange for analytics that might help your social media marketing.

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