Twitter Metrics: Which Metrics to Track and Why?

Twitter began as a micro-blogging platform but later evolved into one of the fastest sources of news. Twitter is now a platform that the most influential people of the world, brands, and industry leaders use to express their opinions. It has also proven itself as an effective mechanism for customer support. Both brands and consumers can use Twitter to engage with each other in real-time.

Today, Twitter is one of the most influential social media platforms and a powerful social networking tool. It can help you connect with millions of consumers and build an engaging follower base for your brand.

Although, while the thought of reaching millions of consumers does sound exciting, promoting your brand on Twitter is not that simple.

But before we dive further into the topic, let’s look at some Twitter statistics. It will help you understand why promoting your brand on Twitter is important.

Important Twitter Statistics

• As of Q2 of 2021, Twitter has 206 million monetizable daily active users.
• Most Twitter users are American (73 million), followed by Japan (55.55 million) and India (22.1 million).
• 63% of Twitter users are between the age of 36-65 years.
• The average number of users spend on Twitter is 3.39 minutes.
• Major brands and 67% of B2B businesses use Twitter as a marketing tool.
• 500 million tweets are posted on Twitter each day.
• 40% of Twitter users reported purchasing a product after seeing it on Twitter.

These metrics easily show how important and influential a platform Twitter is.

Why is Tracking Twitter Metrics Important?

Twitter is one of the most competitive social media platforms with the shortest attention span from users. You have to be engaging while keeping things to the point. But just like traditional marketing, Twitter marketing is about trying and testing new methods and improving your strategy in the future.

But how to know the performance of your social strategy? How to measure the rate of success?

This is where Twitter metrics can help you out and guide your strategy. Twitter metrics are analytical insights that can be tracked and analyzed to determine your success. Your social media success depends on various factors and a few metrics cannot sum it all up. But if you track these metrics with a specific purpose or goal in mind, you can measure your success.

Twitter metrics can provide insights about several areas:

• You can measure your social media presence
• You can check which topics attract the most engagement
• You can know when to post for maximum engagement
• You can analyze the effectiveness of your customer support teams
• You could also spy on your competitors or analyze their marketing approach
• Keep track of your marketing campaigns

Which Twitter Metrics Should You Track?

Here are some of the most important Twitter metrics that you should track:

Top Tweet

The ultimate goal behind posting tweets is to draw the most attention. By tracking the performance of your tweets, you can identify those that draw the most engagement. By analyzing the top-performing tweets, you can identify content topics that users like to engage with the most. You can use these topics to create an effective content strategy that can boost your social media presence.

Engagement

The engagement metric measures the overall interactions of the tweets you post. You can check the interactions on each tweet or the overall interactions of all your tweets. It usually includes likes, replies, mentions, retweets, link clicks, and more according to SERPTrust.io.. By tracking the engagement of your tweets that boost engagement or build conversations related to your brand. You can identify what kind of tweets and media work best with your target audience.

Engagement Rate

The engagement rate (ER) is another important metric that you should track. While engagement tracks all interactions of your tweets, engagement rate can help you analyze how engaging your content is. To calculate ER simply divide engagements with impressions. A decrease in engagement rate indicates that your content does not resonate with your audience. Another reason for a drop in ER could be the increasing number of fake or inactive users in your follower base.

Follower Growth

The follower growth measures the number of followers you gain in a specified duration, usually monthly. While engagement is good, new follows can help you increase your follower base. It can also help you find new leads that are interested in your product and can become consumers. If the numbers of followers increase, you have an effective strategy in the works. But if the numbers decline you need to identify the cause and change your marketing approach.

Top Followers

The top followers are Twitter users that have a sizeable follower base of their own. These followers can help you boost the organic reach and engagement of your tweets. They can help you connect with new users and find potential customers for your business. Also, analyzing the profiles of top followers can help you find influencers to promote your marketing campaigns.

Top Mentions

The mentions are tweets posted by other users that mention your account. Twitter mentions are also considered a form of engagement. Tracking mentions can help you analyze what users talk about your brand. You can analyze their opinions and find what users like or dislike about your brand. Tracking Twitter mentions can also help you find issues that customers face while using your product and enhance customer service.

Top Hashtags

Hashtags are one of the best ways to organically boost the SEO authority of your tweets. But not every hashtag can help you with that. Using trending but unrelated hashtags is often considered spamming. The best way to look for hashtags is to identify those that influencers and competitors use. You can also use a hashtag tracking tool to identify the best hashtags for your tweets.

Twitter Link Clicks

It measures the number of clicks on the links shared along with your tweets. It can help you find how much the users are interested in the links.

Profile Clicks

It measures the number of times users clicked on your Twitter profile. Profiles with many clicks tell you that people are interested in learning more about you, and this is usually a good sign. If they’re impressed, they follow on.

Cost-per-Result (CPR)

The amount each user pays to be put into contact with your company. Twitter-only metric When establishing a Twitter advertising campaign, it’s crucial to understand what metrics will be used to judge it. When your ad fails to gain a CPR above baseline, it’s good because you can immediately modify your campaign instead of wasting more money on it.

Closing Thoughts

You must realize by now how essential it is to track Twitter metrics. Metrics can be applied in a variety of ways, and they have applications in every area of the company. You can know if you’re meeting company objectives and if your brand is doing well. Also, use FollowersAnalysis if you want insights about Twitter followers. Get access to valuable insights and enhance your marketing approach.