Twitter Analytics is a powerful tool that gathers the performance data of your Twitter account. It can guide you by giving insights on your Twitter strategy, from identifying your most loyal followers and which tweets have the most impression to posting tweets at the right time. This tool can work wonders for your marketing campaign if you take full advantage of it. You can access your Twitter Analytics on your desktop or your Twitter Analytics on your mobile device. You can see your analytics report on the Twitter Analytics dashboard. Though now you have more insight into your Twitter account metrics, you might not use it to its full potential.

If you wonder how to step up your marketing campaigns, here are a few ways to use Twitter Analytics & improve your Twitter Marketing.

Know Your Twitter Followers/Audience

Understanding your audience's interests, ideas, and demands is significant to build a campaign. A successful marketing campaign is when the right messages reach the right target audience. You can't create compelling and meaningful content for your audience if you don’t know anything about them.

You can start with the essentials by discovering your audience's general demographic information, such as age, gender, language, income and location, and unique interests. Twitter analytics will provide these data on the Audience Insights dashboard. 

Aside from the demographic information, the Audience Insights dashboard also provides other information, such as your audience's behavior, interests, and preferred device. 

Review Your Monthly Overview

Your monthly performance overview is available on the homepage of your Twitter Analytics dashboard. This overview helps you measure your account's monthly growth and performance and decide your following marketing goals, strategy, ideas, and campaign.

Your Twitter Analytics dashboard shows your tweet highlights of the months, which includes:

• Top tweet: A tweet that earned the most impressions.
• Top mention: A tweet that mentioned your @username and made the most impressions.
• Top follower: Your follower account with the highest follower number.
• Top media tweet: A tweet with a photo or video earned the most impressions.
• Top card tweet (if you use card tweets): A tweet with a Twitter Card that earned the most impressions.

These overview details act as guidelines to reap the most benefits from the platform. Each insight has its own approach to optimize the benefits. Re-share the top tweet and top media tweet in the following month with a new caption, Retweet the top mention, and reach out to the top follower to thank them for following you and a chance to start a conversation turned collaboration.

Match the Twitter Engagement Types with Your Goal

There are a few types of tweet engagement, and each has its benefits. You need to focus and match your engagement type with your marketing goal. Your tweet can perform well but not meet your goal. For example, if you want more traffic on your website, your tweet needs to get high engagement from click links not just from Retweets or Likes.

Engagement types that benefit your brand awareness and follower growth are Retweets, Replies, Likes, Detail Expand, and Media Engagement. Retweets, Replies, and Likes will share your tweets with the audience of your followers as well. This will increase the potential reach and interaction with new people. While Detail Expand and Media Engagement help your audience visualize, relate with, and learn more detail about your brand.

The engagement types that will benefit your website traffic (or even better, your brand sales rate) are Link Clicks and Profile Clicks. So, ensure your campaigns that include your website are on point to gain your audience's attention. 

You can access these engagement data from the dropdown of your tweet activity on the analytics dashboard.

Pay More Attention to Your Twitter Engagement Rate

Your Twitter engagement rate is a good indicator of your overall performance. It shows the percentage of people who interacted with your tweets or profile. If your engagement rate is low or almost no interaction, all your marketing campaign effort will go to waste. Your engagement rate is generated by dividing your engagement number by the total number of impressions.

By tracking your Twitter engagement rate, you will learn which of your contents are the most favorable and unfavorable among your audience. This will help you set your benchmark engagement rate and guide your Twitter marketing strategy. 

You can see the engagement rate on the tweet activity dashboard. It is listed after Twitter Impressions and Engagements in the far-right column.

Know When to Tweet

How posting frequency affects your engagement differs from one social media to another. For some, posting too frequently is as bad as not posting enough. As for Twitter, the equation is more tweets = higher engagement.

Twitter is a fast-paced social media where your tweets get buried faster; Tweets' half-life or lifespan is around 18-24 minutes—making it the shortest social media post lifespan. So, timing your tweets at the right time is crucial.

Twitter can suggest your optimal time to tweet for the best possible engagement. However, since on Twitter more tweets mean higher engagement, you also need to tweet a few times a day and maintain a steady schedule. Combine and alternate these time suggestions with your daily tweets schedule to optimize the engagement of your tweets. You can find which tweets performed best over a specified range of dates on your Tweets Analytics dashboard. If you would like to get a deeper analysis of your Twitter performance, you can try Twitter Analytics tools such as Analisa.io.