Similar to impressions, the Tweets section also shows your Tweets engagement, or the number of interactions your Tweet has received, as well as the engagement rate.
Pro tip: Adding a photo or video to your Tweets usually leads to higher engagement.
According to Jeremy Moser (@jmoserr), CEO of SEO & Digital PR agency uSERP (@userp_io), the real secret sauce happens when you measure impressions against engagement rates.
“Engagement rate and impressions are two key metrics I always track. Engagement rate tells me how captivating my content is and helps me plan future tweets that are guaranteed to get more interaction than others," Jeremy says.
"I also highly recommend tracking impressions per day in relation to how often you tweet. This will help you plan campaigns and monthly content schedules, as well as benchmark how many impressions you need to drive sign ups, sales, and revenue.
Analyzing impressions per day against engagement rate and conversions, you get the perfect trio of metrics for tracking real business impact.”
Need help increasing engagement?
Freelance writer and content consultant Kaleigh Moore (@kaleighf) has some words of advice: Don't expect results if you just Tweet it and forget it.
"A big thing is to remember it's called social media for a reason: you need to be social," says Kaleigh.
"I try to think of it like a cocktail party. You should be a good guest by conversing, participating, engaging, etc. For example, if you're going to ask a question, don't schedule it and then walk away. Ask it and then respond to people in real time."