How to use Twitter Analytics tools

How can you use Twitter Analytics in your Twitter marketing strategy to improve your ROI? Do you want to see better ROI from your Twitter marketing campaign?

If you have a presence on Twitter, you should use Twitter Analytics to your advantage – to boost your marketing efforts.

This incredible tool will enable you to keep track of every tweet and find out what is working for you, such as what content engages your target audience the most, and the hashtags that get the most reach with your target market.

It’s a great idea o use Twitter analytics because the metrics on your Analytics dashboard will enable you to make better decisions about your Twitter marketing.

Let’s talk a little more about the benefits of these amazing tools.

So then …

What are the Benefits of Twitter Analytics

The benefits of using Twitter Analytics tools are beyond imagination. However, we will discuss how each of these can benefit you as we go down this article.

Here are just a few of the benefits:

  • Understand your tweets: The analytics dashboard is where you will see Twitter metrics for each of your tweets. It shows you the total number of impressions for each tweet, and the engagements generated by that particular tweet.  From there you can look at your tweets to figure out how or where the impressions came from.
  • Audience demographics: Twitter analytics tools offer you interesting insights about your audience. It gives you the following data:
    • Age groups
    • Gender
    • Languages they speak
    • Geographic location
    • Country
    • Etc
  • Best times to tweet: Tweeting at the wrong times is a no-no Twitter marketing strategy, not only on Twitter but also across all social media marketing channels. To be successful, you need to tweet at the best time of day when your target audience will see and engage with your tweets. So when you use Twitter analytics, your analytics data will show you the engagement patterns of your tweets, based on the time you tweeted.
  • Promoted tweets / Ads campaigns: Twitter Analytics for business insight will help you see how your ads or promoted tweets are performing, whether you’re getting the desired ROI of your ads campaign. This tool will enable you to analyze both promoted and organic tweet impressions and gauge the performance of your promoted tweets.

Now that we’ve highlighted some of the few benefits of using Twitter Analytics tools, let’s dive in deeper.

In this article, you will learn simple, yet effective ways to use Twitter Analytics to boost your marketing effort.

The first step here is to know how to access your Twitter Analytics dashboard.

So then…

Related Post: How to Use Google Analytics to Generate Content for Your Blog

Accessing Twitter Analytics

Don’t frock out, your analytics dashboard is right there in front of you, yes, right there! Look closely and you’ll see it. 😀😀😀!

You can conveniently access your Analytics dashboard by typing on your browser.

When you open the software, enter your Twitter logging details to gain access.

But if you’re already logged into your Twitter account, simply click on your profile image above at the main navigation bar and scroll down the drop-down menu under your profile image to locate the Analytics tab.

How to Use Twitter Analytics

Once locates, click the Analytics tab to gain access to your dashboard.

Your analytics dashboard will open up for analysis as seen in the screenshot below

Once it is opened up, you will notice that the Analytics has five tabs, and the first of them is the “Home” tab.

How to use Twitter Analytics tools


The Home tab offers you an overview of your Twitter account’s performance over the last 28 days, and how your account is currently doing.

*Important* The 28 days performance metrics is the default, you can change it to your preferences.

When you’re dining analyzing your account’s overview, you can head on to the next tab…


This section is where you find out how your content is performing, which tweets are doing well and which ones are not working.

How to use Twitter Analytics tools

Put simply, the “tweet” tab section offers you the general performance information of your entire tweets, as well as individual tweet performance. The Twitter analytics data on this dashboard, you will see the average engagement rate of how your tweets are performing.

You will see the following:

  • The average percent of engagement rate
  • Number of link clicks
  • Number of retweets

Interestingly, this data shows you the tweets that are doing well for your daily Twitter marketing campaigns, in that it helps you see patterns why some tweets are getting much traction than others.

Consequently, use the “Tweet” tab dashboard to track your best tweets and recreate them accordingly. Use this information to your advantage by gauging the metrics to find what topics and content formats your target audience loves to interact and engage with the most.

Next after the Tweet tab is the “Audience” tab. So let’s talk about how to use Twitter analytics’ “Audience” section a little.

Related Post: How to Use Instagram Marketing to Dramatically Grow Your Business


The “Audience” tab lets you see profound details about your Twitter followers as well as other audiences.

How to use Twitter Analytics tools

Here is where you can learn more about your Twitter audience and be able to tweet content that will attract more engagement and clicks. For example, you can find the following information (although we mentioned it already in the benefits section, but for emphasis) in the “Audience” tab section:

  • Audience demographics: The audience demographics section gives you the following data about your Twitter followers:
    • Who they are
    • Their age groups
    • Where they from
    • What they do
    • Their interests
    • Gender
    • Languages

Armed with this data, you will be well equipped to set up a sustainable Twitter marketing strategy that resonates with your target audience.

Effectively, the information will help you better connect with your audience on Twitter because it will track your audience behavior and give you data on how to better engage with them.

The Twitter Analytics tools will present you a graph of how your followers have grown or decreased over the said 28 days.

But the question is, are your Twitter followers targeted followers you can convert to leads?

This question comes in handy because a follower is not guaranteed to buy your product or services, which is why you need to make sure your followers are targeted.

Today, we have many automated tools in the market to help grow your followers.
However, you want to make sure your followers or audience are targeted followers you can convert to leads.

The good thing about growing your Twitter audience is that you have a better opportunity of being seen by prospects and engage with them.

This is so true because humans love to see the numbers as proof of credibility. Hence, as you follow other Twitter users, make sure to follow only those who are relevant to your niche marketing space.

Use Twitter analytics tools to gauge your engagement to pinpoint your target market and follow them.

*Important Note* Try to keep a balance between your followers and your following. The good rule of thumb is to make sure your followers are greater in number than your following.

Related Post: How to Easily Grow Your Twitter Followers Organically

More About “Audience”

The Twitter Analytics tools help you figure out the best times to tweet for maximum engagement, and that’s where the “Audience” demographics comes to play.

Tweet at the Best Times when your audience is Twitter

Tweeting at the best times when your target audience is on Twitter will dramatically increase your content engagement.

You will see tremendous improvement in:

  • Retweets
  • Mentions
  • Likes
  • Link Clicks
  • More followers

The audience demographics section will help you improve your campaign very well in these areas.

The Twitter analytics data from this section will help you know when to tweet and what to tweet for optimal engagement and reach.

We have discussed much about the “Audience” section. Let move forward to the “Events” tab to learn a few things as well.


The “Events” dashboard is where you’ll see a calendar of major events. This section will help you uncover fascinating Twitter information on upcoming events to take advantage of.

How to use Twitter Analytics tools

You will find events such as:

  • Movie premiere
  • Sports events
  • Holidays
  • Recurring trends/hashtags
  • Company celebration
  • Etc

Take advantage of this information and plan your marketing strategy by creating and tweeting tweets around those events, and in ways that will help you better connect with your audience.

Here’s how to use Twitter Events for your marketing strategy.

The last of Twitter Analytics tabs is…

The “More” Tab

If you have already set up Twitter Cards, the “More” tabs section will help you see how your blog posts are performing on Twitter cards.

The best part is that it is not about whether you personally shared the post, or whether your website users shared it because the information is tied to your URL.

From the “More” tab you can see metrics such as:

  • How many times your blog post was shared
  • Number of views
  • Number of those who clicked through to your site

From this tab, you can also see your best performing blog content. This will enable you to gauge different topics on a single post to figure out the most engaging topics.

And finally …

Conversion Tracking

The “Conversion tracking” tab comes last in this article because it is one of the newest tabs on the Twitter Analytics tools.

How to use Twitter Analytics tools

From here you can see conversion events available for you to run. You also have the option to create multiple conversion events.

However, you can only track user activities on these events by installing the “Universal Website Tags,” which is also called pixels or code onto your website from Twitter Analytics.

Here’s how to use the “conversion tracking Pixels”.

Once installed, you can track conversion events create tailored audiences as well.

Wrapping it Up

There’s no better way to have success on Twitter than to see how you’re doing on the platform where there are millions of other users competing with you.

While the Twitter Analytics tools help you with a general overview of your Twitter account, it gives you a platform of insights that will help you adjust your Twitter marketing tactics to reach your objectives.

Now, let me ask you this as we wrap up…

Would it be a great idea to analyze your tweets, make the necessary adjustments where applicable, track your engagement metrics, audience behavior, and create new data-oriented tweets, all in a single platform?

Keep the answer to yourself… and take advantage of these incredible tools!


Moss Clement

Moss Clement is a freelance writer & blogger. Founder of Moss Media and content manager at Writers Per Hour. He is working closely with B2B marketers - helping​ several startups grow their online presence in the digital marketing space. By delivering highly informative content pieces​, he has assisted small & medium-size businesses to build their online reputation and connect them with their buyer persona. Connect with him on Twitter and LinkedIn.



Sathish Arumugam · October 17, 2018 at 3:32 pm

Twitter analytics report is the only way to identify the audience and help to increase the more audience level too. This article has clearly explained the way to use Twitter analytics report to boost replied, retweets and other engagement metrics. Thanks for sharing


    Moss Clement · October 17, 2018 at 10:02 pm

    Hi Sathish,

    Yes, Twitter analytics, like other analytic tools are great for identifying content performance and audience engagement, as well as helps you follow targeted audience. I’m so glad you like the article.
    Thank you for coming by.


Sagar Shah · October 17, 2018 at 12:12 pm

Nice article, Using Twitters Analytics will really help people to find what works for them. I also love the live engagement feature on each tweet that Twitter has. It’s kind of fun to watch impressions and engagements as they happen.

And I kinda found the sweet spot for best times for my business (9:00am – 11:00am & 1:00pm – 3:00pm)

Thanks for sharing such a knowledgeable article.


    Moss Clement · October 18, 2018 at 8:09 am

    Hi Sagar,
    I totally agree with you. The beauty of Twitter analytics is that you can see first-hand what is going on with your tweets and to find what types of tweets your target audience loves to engage with.
    The use of Twitter analytics is incredibly beneficial to every marketer.

    Thanks so much for coming by!


Hassaan Khan · October 15, 2018 at 6:14 pm

Hi Moss,
I have to admit that I haven’t seen Twitter Analytics in a long time. I came across this tool in the past, but couldn’t utilize it properly.

Your blog post explained this Twitter statistics tool superbly. One of the things about analytics is that we get to know what’s working so that we could focus on that.

I’ll surely keep an eye on this tool.


    Moss Clement · October 16, 2018 at 5:05 pm

    Hi Hassaan,
    Yes, bro, Twitter analytics, like other analytic tools will help see clearly what’s going on with your marketing efforts. Showing you what you need to do more of and what you have to stop doing to improve your marketing and grow you business.

    Thank you for coming by and adding to the discussion.


Ryan Biddulph · October 11, 2018 at 8:12 pm

Excellent breakdown here Moss. Using analytics gives you a crisper, clearer picture of how you’re tweets are working for ya. Or, of how your tweets are not working for you. All it takes is a wee bit of data analysis to gain a better understanding.


    Moss Clement · October 12, 2018 at 4:50 pm

    You’re right on point, Ryan. Your analytics helps you make the right content decision, such as what content types to share for maximum engagement and what content to write to you blog.

    Thanks a lot for coming and commenting.


Dharmik Babariya · October 11, 2018 at 5:04 pm

Hey Moss,

Great article regarding twitter analytics. If you want more social traffic from twitter then you definitely need to check analytics that how your audience is connected with your tweets. By the way awesome article as usual.

Thanks for sharing.


    Moss Clement · October 12, 2018 at 4:54 pm

    Hi Dharmik,

    I’m so happy you like the article. Yes, you’re correct. Your Twitter analytics will enable you create and share content that your audience will engage with and drive tons of traffic to your website.
    So, it makes sense to check your analytics quite often to figure out what’s working.

    Thank you to your contribution.


Lisa P. Sicard · October 11, 2018 at 11:29 am

Hi Moss, I love using Twitter Analytics, I just checked mine after reading this and they have changed. The interests of those that follow me is different from the last time I looked a month ago. Very interesting…
I need to set up that conversion tracking for me website – thanks for the reminder on that one Moss!
Have a wonderful day and rest of the week!


    Moss Clement · October 12, 2018 at 5:05 pm

    Hi Lisa,
    You’re most welcome, and I’m glad you like the post. Analytics are great tools that makes your work easy for you, and Twitter analytics is no different. The conversion tracking is incredible. Set it up and let me know how it works for you.

    Thank you, Lisa for contributing to the conversation.


Sajid Akhter · October 11, 2018 at 8:10 am

Hi Moss,

Great post. You have shared such an amazing post here. It is very helpful and beneficial. I remember you shared a similar post about Google Analytics and it was so helpful. I appreciate all your research and hard work.

Thanks for sharing, have great day. 🙂


    Moss Clement · October 11, 2018 at 9:07 am

    Hi Sajid,

    Yes, my friend, I shared a similar article about Google Analytics, the engagement for that article was great so I decided to share this about Twitter as well. I’m so happy that you find I helpful.

    Thank you so much for contributing to the conversation and do all your support.


Vishwajeet Kumar · October 11, 2018 at 3:49 am

Hello Moss,
Twitter is one of my best social networks after the Facebook. Twitter analytics provides you detailed reports on how your tweets and campaigns are working. This will help you to make vital decisions about your social media promotion. Thanks for sharing these helpful tips.

Have a Great Day 🙂
Vishwajeet Kumar


    Moss Clement · October 11, 2018 at 8:59 am

    Hi Vishwajeet,

    You’re welcome my friend. Twitter is my fav social media marketing channel, as I get more traction on Twitter than any other social site, which is why I decided to write about it. However, with all analytics, you get a complete data of your content performance on Twitter, as well as audience and other vital details that’ll help you make the best marketing decision.

    Thank you so much, Vishwajeet do your contribution to the discussion.


    Moss Clement · October 11, 2018 at 9:01 am

    By the way, Vishwajeet, I see you go a new domain. The former which you just changed to “bloggingwithvk” was idea for me. I loved it. Anyways, best of luck, my friend!


      Vishwajeet Kumar · October 11, 2018 at 2:38 pm

      Yes, My old domain is acquired by another blogger. The deal was good and we are agree on a mutual contract. The blog has been transferred to the new owner. Bloggingwithvk is my personal blog. I am glad you like it. Thanks for always been there my friend 🙂



        Moss Clement · October 12, 2018 at 4:58 pm

        Hi Vishwajeet,
        I should have know that. The fact its a good deal makes sense why you sold it. That’s the mindset every business owner should have. Don’t hold on to things, let go of those you can.

        Thanks anyways, I will check out!

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