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Ultimate Guide to Twitter Analytics

Twitter is a pretty unique social media platform. It's fast-paced, almost futile and comes with a particular set of engagement types.
Virginie Dardenne
Last Updated
October 22, 2021


Head over to lesson 5 of this section about Social Media Analytics to find out how Willow allows you to easily monitor your performance cross-channel in one sleek overview, using:

  • both the important standard key metrics such as Reach and Engagement,
  • as well as our very own Social Health score to make sure you maintain consistency and variation at a high level!

Why you should keep track of Twitter analytics?

Twitter is a pretty unique social media platform. It's fast-paced and almost futile. If you're a Personal Brand that is ready to invest time in engaging in threads, retweeting and expressing your opinion on trending topics, a presence here definitely can bring about a lot of business and new relations.

From a B2B company perspective, actively engaging might be quite the challenge. Producing and spreading content here is a lot less impactful than it is on a network like LinkedIn. But there's an important upside to being present on Twitter nonetheless. It covers yet another important online touchpoint where you might get discovered by potential customers.

As with any other platform, analytics will allow you to track your performance.

What are the Twitter metrics to look out for?


Impressions are the number of times a tweet appears on a user's timeline. A tweet's impressions are not limited to users who follow you, but this number also doesn't filter based on who has interacted with the tweet. Impressions are not to be confused with reach.


Instead of the traditional Like-Share-Comment trio, Twitter has a particular set of engagement options of its own. If you combine these types of interactions users can have with your content, you can calculate your engagement.

The different engagement types

  • Likes: marked with a heart symbol, it's the universal way of saying someone shows appreciation for your posts.
  • Link clicks: If you've shared a link, you'll be able to see how many people clicked it.
  • Retweets: Twitter's own way of saying how many people shared your tweet.
  • Detail expands: Clicks on the tweet to view more details
  • Profile clicks: The number of people that viewed your profile
  • Media engagements: The number of times someone viewed the media content you shared
twitter analytics

Engagement Rate

You've heard this one before: Engagement is an absolute number that you can track on a post level or over a certain period of time.

To get a sense of how you're doing, it's best to put Engagement into perspective. To find out what your Twitter Engagement Rate is: take your tweets' engagement and divide it by the number of impressions those tweets have made.

💡 Engagement Rate = Number of Engagements / Impressions

Understanding which types of content and topics your audience members most enjoy can help drive your social marketing and content strategy.

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