Beyond vanity metrics: 4 ways to track how your Tweets are performing

By Liz Alton

Twitter analytics should play an important role in your social media strategy. Here’s a closer look at how to dig deeper and go beyond vanity metrics to really understand how your Tweets are performing. Follow these strategies and incorporate them into the way you create, track, and plan your Tweets.


Engagement quickly tells you whether you’re Tweeting into the void or if your content is landing. Signs of engagement include comments, Retweets, likes, and mentions. Get more out of your engagement metrics by:

  • Finding examples of content that garner a mix of engagement.
  • Looking for trends in engagement — what causes your audience to react?
  • Evaluating your engagement rate, including trends over time. What’s your rate of Retweets, divided by impressions?

Explore your visibility and account reach

Larger follower numbers aren’t necessarily better. However, looking at the growth in reach and visibility for your account can help you understand whether your audience is growing. Within Analytics, look for trends related to factors such as:

  • Tweets
  • Impressions
  • Profile visits
  • Organic mentions
  • Follower growth

When these are trending up or holding steady, your current strategy is paying off. If they’re falling, it’s time to look at your content and audience alignment.

Track insights over time

Navigate to the "Tweets" tab of your analytics dashboard and, in the top-right corner, to the date selector. This feature is incredibly helpful to track your metrics and success over long periods of time. The selector automatically displays the last 28 days of data, but you can easily switch it to a specific month or quarters of your choosing.

Here, you can view all of your impressions and engagement metrics over your selected dates. This display easily identifies your standout Tweets, baseline metrics, and what average, standard metrics look like for your account. 

Conversion tracking

A challenging aspect of social media marketing is tracking results off-platform. Tracking conversions can help you understand whether your content is driving actions.

Using website tags, it’s possible to track events such as click-throughs, associated on-page behavior, and learn more about the behavior of specific audiences. With content and sites that are optimized for conversations, you’ll be able to determine if your calls-to-action are working and whether they’re playing a role in sales, profits, and other business milestones.

Ready to dig into your analytics to see how your Tweets are performing? Check out Twitter analytics today.

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