For over a year Twitter has provided advertisers the ability to analyze the performance of their tweets via its ads dashboard. Now Twitter has opened up performance analytics to everyone, not just advertisers. The new analytics are available in the Twitter Ads Dashboard, and offer users the ability to see how many Faves, Retweets, Replies and Click on Links each tweet has received, as well as enables users to sort tweets by “Best, Good or All” directly from the dashboard. (To start using Twitter’s tweet performance analytics, go to ads.twitter.com and sign in with your Twitter credentials. Then click the “Analytics” link at the top of the page.)
Previously only users who paid for Twitter Ads had access to these metrics. Those who didn’t advertise with Twitter had to rely on third party tools to measure this data. Now advertisers who use Twitter to drive organic engagement can use these analytics to measure the performance of their tweets, and see which ones drive engagement and conversions.
Twitter’s new performance analytics also provide users with the ability to download the data as a CSV file. Anyone with a little Excel savvy can use this data to not only determine the tweets that drive the most engagement, but also determine the best times and days of the week to tweet based on engagement. While there is already plenty of general data available on the best times to tweet, this can vary drastically by the specific audience of each Twitter user. With the data provided by Twitter’s performance analytics, advertisers can now know exactly when the best time of day and week is to reach their audience for the highest engagement.
If you’re a business or brand using Twitter to drive brand awareness without using Twitter ads, it’s absolutely critical to understand how your organic Twitter activity is performing. As organic social strategy has limited financial investment, improving the performance of these tweets can have a significant positive impact on your ROI. As a result, knowing what tweets and times perform best is an incredibly valuable insight.
Have you tried Twitter’s new performance analytics? If you are an individual or small business that doesn’t run ads on Twitter, do you think they will be helpful? Let us know what you think of the new dashboard in the comments.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.