Twitter Analytics: A Quick Review

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Have you got your Twitter Analytics yet? I’m pleased we finally get some stats on Twitter (but you still need to create an ad account, even if you don’t run the ads). But it seems like too little way too late, especially with all the tools that provide Twitter stats already.

If you have already created a Twitter ads account, go to analytics.twitter.com. Click on Analytics on the top menu.

You get three pages: Timeline activity, Followers, and Websites.

Timeline Activity

First, you get this graph that shows your mentions, follows, and unfollows. That’s great, except… the graph is frustratingly difficult to read and make sense of.
Twitter Analytics graph: mentions, follows, and unfollows Let’s see the problems with this graph, shall we? (My problems, rather — if you find this extremely useful, good for you!)

  1. There’s no y-axis, so it’s difficult to make out values. You can hover over each day to see the values for that day.
  2. These are actually two different graphs displayed like one. Mentions are depicted on one x-axis, and follows and unfollows on another. Just to make it extra confusing.
  3. The time periods are weird. Each bar denotes a 6-hour period, but the Y-axis gives you days. And the graph depicts one entire month, so that there are lots of little units.

The last bit is what’s really throwing me off. If Twitter wants us to know which 6-hour time period in the day is best for your tweets, aggregating mentions, etc. across days for those time periods would be more effective. If Twitter wants us to know daily performance, a shorter time period than a month would have made the graph easier to follow. And to see what happened in the entire month, a summary would have made more sense.

Also, there is no gap between days, so if you get bars for most 6-hour periods, it becomes even more difficult to distinguish between one day and the other. Oh well.

The Recent Tweets table below the graph is excellent. It shows you the number of clicks, favorites, retweets, and replies for each tweet. You can choose between a view of all, good, and best tweets.

Twitter Analytics: Recent Tweets table

Best of all, it takes the potential reach of your tweet into account — not just how many retweets it got, but who retweeted it.

What could be better?

  • Allowing users to sort by column would let you see your tweets by most retweets, clicks, replies, etc. separately. 
  • A way to see who retweeted (or replied or favorited) by clicking on the number, and not having to go to the tweet, would be a bonus.

Let’s move on.

Followers

It’s nice that Twitter’s showing my follower growth, but the time periods are strange, again. It’s not monthly, it’s not quarterly, it’s just weird.

Twitter Analytics: Followers Graph

Below this graph, you get a summary of your followers: top interests, location, gender, and top people they follow that you’re not following. This is great: thanks, Twitter.

Twitter Analytics: Followers' Interests, Location, Gender, Following

Website

On the website tab, which was just added a few days ago, you need to first add the code provided to your website and then add your website on the page.

Twitter Analytics: add website

Once your website is activated, you get this.

Twitter Analytics: website

You can see how many tweets included your website links and how many clicks you got on those links. Are these just your tweets or others’ as well? You can click on the numbers for details.

Twitter Analytics: Tweet Analysis graph and table

Now this is really fun. You get not only the number of tweets that mentioned you, but can also recent tweets. You can change your view to see link clicks instead of tweets in the graph, change to a different time period, or click on the “link stats” link on each tweet for the graph to change to show clicks on that tweet.

You can even click on the “View page within website” button to enter the URL of any page on your site and see how many tweets it got.

This is so cool I don’t even have any complaints. I can think of one thing that would vastly improve this: showing the top links that were tweeted, like we do on Markitty’s Links You Shared table.

Actually, I do have one complaint — Twitter could have showed us this data on the previous page instead of having us click through, but that’s a minor gripe.

This is a very cool start, and the Website tab really makes Twitter Analytics worth it. So go get yours, try it out, and tell me what you think.

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