Twitter for business

Measure and monitor your Twitter activity


It is important to measure and monitor certain metrics in your Twitter account to analyse how well your posts are performing. This will help you find out the type of content that works best so you can make improvements.

Twitter metrics

Some important metrics include:

  • Number of followers: See how many people follow your account over time. Analyse spikes and dips in new followers.
  • Impressions per tweet: The number of people who saw your tweet in their timeline.
  • Engagements per tweet: The number of times your tweet was interacted with. This includes, but is not limited to, people clicking images and links, retweeting and replying.
  • Link clicks per tweet: The number of clicks on a link that has been included in your tweet. This is a particularly important engagement if your goals include driving traffic to your website.
  • Engagement rate: The impressions received divided by your engagements gives a good indicator of how interesting or useful your audience finds your tweets.
  • Referrals: Check your website analytics to see how important Twitter is in driving traffic to your site.
  • Conversions: By adding a tracking code to links your tweet, you should be able to track how many conversions (eg sales or newsletter registrations) they generate.

You can also analyse your audience and see their demographics and interests. This offers a useful insight into who is following you and how to capture their attention.

Measurement tools

Twitter offers its own free analysis tool - Twitter analytics - which allows you to examine data about your tweets and audience. This information can also be downloaded into a spreadsheet for further analysis. If you use paid advertising, you will be able to see how this affects your impressions and engagements in comparison to organic posts.

There are also other tools available from third parties that can help you analyse your Twitter activity.

Using website analytics such Google Analytics can also help you keep track of Twitter referrals and conversions.

Tools such as Tweetdeck and Hootsuite can help you manage and keep track of your timeline and interactions. You can also save searches to help you follow online conversations and be aware of market trends.