How Twitter Analytics Works And How To Use It For Improving Your B2B Social Media Marketing


If you have ever struggled to make sense of the reams of data conjured up by your Twitter account, then you are not alone. Twitter itself recognised this, and so to help users get better results from their platform, it created Twitter Analytics. Twitter Analytics is Twitter’s inbuilt data crunching tool – and is a fantastic way for marketers to analyse results and measure success on Twitter.

How To Set Up Twitter Analytics

To make use of Twitter Analytics you will need to have a business advertiser account. If you don’t already have this, you can click here to find out more and request advertiser status. You’ll need to enter some company information and provide a payment method that can be debited whenever you use Twitter adverts. Once you’ve set up your first Twitter Card campaign or promoted tweet you will be able to access analytics.

If you don’t intend to use Twitter paid adverts just yet then you can still access Analytics. All you need to do is set up an ad campaign to run at a future date, and then cancel it after you have accessed your analytics dashboard. You can always return to your account in the future to set up paid ads.

How To Use Your Dashboard

Once you’re set up, you can access three dashboards that provide important information about key aspects of Twitter. If you interpret this information correctly, it can be very beneficial to how you schedule your tweets, manage your followers and promote your business through ‘Twitter Cards’.

1) Twitter Cards

twitter_cards-1.pngTwitter Cards are a useful way to enrich your tweets and attract visitors to your website. To set up a Twitter Card you will need to add some HTML code to one of your webpages. When you have done this, whenever a Twitter user links to this webpage your content will have a ‘Card’ added to their tweet that will be accessible to their followers. The card can include images, logos, videos and written content. You can have as many Twitter Cards as you want, and will need to set up different cards for each webpage you want to promote.

Your Twitter Cards dashboard allows you to track the performance of each card; to see which ones are performing well and which ones need adjusting or replacing.

2) Followers

followers.pngTwitter Analytics gives a whole range of useful demographic information about your followers. This includes basic but vital data such as gender, age range and location – but also extends to useful information about their interests based on the content they create and retweet. This allows you to focus in on the content that is most relevant to your followers. You can also use this dashboard to track increases in your follower base over time.

3) Tweets

tweet_activity.pngYour Tweets Dashboard tracks the performance of your original tweets. You can use this data to find out how all of your Twitter content is performing in terms of @mentions, hashtags and retweets. Looking back over the past month, you can see which tweets have performed best and generated most traffic. You can also correlate this information against new follows and un-follows, to see which tweets have resonated best with your target audience. Paying attention to this dashboard lets you fine tune your Twitter content to increase engagement among your followers.

Why Twitter Analytics Is Important

For business to business marketers, Twitter is an extremely important social media tool. Without the right analytics, however, it is also notoriously difficult to trace your performance and make Twitter work effectively. There are several third-party analytics tools that give insight into Twitter, but Twitter Analytics gives you access to data that these other apps can’t find. Twitter have done their users a real favour by providing a comprehensive and transparent analytics package that lets you look ‘under the bonnet’ of your account and fine tune the performance of your marketing campaign.

To find out more about Twitter and how it can be used as a business tool, please get in touch with one of our marketing specialists for an informal chat.

JDR Group Daily Social Media Workout