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Tweet Activity Dashboard

Overview

The Tweet Activity Dashboard displays Tweet data to help you optimize your performance on Twitter. You can leverage these insights to inform ongoing content strategy for both paid and organic Tweets and content. Learn more below. 

  • What is the Tweet Activity Dashboard?
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    The Tweet activity dashboard shows you a detailed analysis of your Twitter activity. For each Tweet you send, you’ll be able to track:

    • The number of impressions
    • The number of engagements
    • The engagement rate (impressions divided by engagements)
       

    Click on the individual Tweets to pull up more specifics on your engagements, such as the number of:

    • Video views
    • Link clicks
    • Photo or video clicks
    • Likes
    • Retweets
    • Replies
    • Detail expands
    • Profile clicks

    You’ll also be able to see how many of these engagements you average per day, and how your engagement rate and number of impressions changes throughout the month.

    When you learn what resonates with your audience, you can start Tweeting similar content. This dashboard is a helpful place to visit when you’re thinking about planning a content calendar for your Twitter account. 

    Visit your Tweet activity dashboard today.


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  • How to use TAD
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    Access to TAD

    Twitter Activity Dashboard is a free feature, you may access it in one of two ways: 

    To locate TAD, on analytics.twitter.com: Select the "Tweets" tab:

    On ads.twitter.com: Click on the Analytics dropdown and select "Tweet activity".

    Viewing Performance in TAD 

    The dashboard is separated into four main data points: 

    1. Organic and Promoted Tweet impressions and engagements
    2. Charts to gauge performance over a time range
    3. Tweet previews and detailed engagement metrics
    4. Exportable files

    1. Organic and Promoted tweet impressions and engagements

    Here you'll see tweet-level metrics organized by Tweets, Tweets and replies, and Promoted tweets. You can click between the tabs for easy viewing: 

    Only tweets that were originally sent during the date range that you have selected will appear in this view. However, the tweets shown will display all metrics that they've accumulated since creation. 

    For example, if you have 'Last 7 Days' selected as your date range, only tweets that have been tweeted within the last 7 days will be displayed here. The metrics they show will be the total number of impressions/engagements/etc they've gathered over the course of their life.

    2. Charts to gauge performance over time

    Along the top and right side of TAD, you'll find helpful Charts that display a number of metrics over time. You can change the date range for which they display by toggling the dates in the top right corner.

    Charts include: 

    • Impressions
    • Engagement Rate
    • Link clicks
    • Retweets
    • Likes
    • Replies

    These will include data from both promoted and organic tweets. The charts display metrics across all your tweets during the date range you've selected, regardless of whether they were created during that date range.

    3. Tweet previews and detailed engagement metrics

    Click on any Tweet in the dashboard to bring up the Tweet detail page. This will lead you to the following view, where you can see the total metrics a tweet has gained over its lifetime:

    Hover over any metric in the Tweet Detail page with your cursor to see its definition. 

    4. Export File

    In the top right corner of TAD, you'll see an option to export your tweet activity data. To do this, first select the date range you wish to download:

    Next, you can select the Export button to receive a .CSV file of your data. Please note the .CSV file breaks out organic and promoted metrics separately, and the timezone of the export is set to UTC/GMT.


    There is a 3,000 tweet cap per .CSV export, so if you're trying to export a large date range with thousands of @replies, you might have to limit the date range to successfully download your file. 


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  • Common definitions
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    To find a definition of a metric in TAD, hover over the word with your mouse. You can also find definitions below: 
    • App install attempts: Clicks to install an app via the Tweet’s Card
    • App opens: Clicks to open an app via the Tweet’s Card
    • Detail expands: Clicks on the Tweet to view more details
    • Embedded media clicks: Clicks to view a photo or video in the Tweet
    • Engagements: Total number of times someone interacted with a Tweet. Clicks anywhere on the Tweet, including Retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion
    • Engagement rate: The number of engagements divided by the number of impressions
    • Likes: The amount of people who "liked" the Tweet
    • Follows: Times someone began following you directly from the Tweet
    • Hashtag clicks: Clicks on hashtag(s) in the Tweet
    • Impressions: Times people were served a Tweet in timeline or search results
    • Link clicks: Clicks on a URL or card in the Tweet
    • Permalink clicks: Clicks on the Tweet's permalink (desktop only)
    • Replies: Times someone replied to the Tweet
    • Retweets: Times someone Retweeted the Tweet
    • Shared via email: Times someone emailed the Tweet to others
    • User profile clicks: Clicks on the name, @handle, or profile photo of the Tweet's author

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  • TAD FAQs
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    Find answer to common TAD related questions below: 

    • How far back will the Tweets load?

    Up to 3,200 Tweets going back as far as October 2013. This does not include Retweets.  

    • Are Tweet metrics updated in real time?

    Yes, Tweets along with their impression and engagement metrics, are usually updated within a few seconds. Please note that our systems take up to 36 hours to stabilize, so you may see a slight fluctuation in data during that time. 

    • How do I sort Tweets by performance?

    There is currently no way to sort Tweets by performance; the Tweets are displayed in chronological order, with the most recent Tweet at the top of the page. To sort Tweets by a particular metric, you can download your Tweets via the export function, and sort in the file.

    • Do the “Tweets” and “Tweets and replies” tabs include organic and promoted data?

    The data in the "Tweets" and "Tweets and replies" tab includes both organic and promoted Tweets, and the Promoted tab only lists Tweets that have been promoted. When a Tweet in any tab has been promoted, it will include a row for organic data, and a row for promoted data. The first row contains organic-only metrics, and the second row labeled “Promoted in X campaign(s)” contains promoted-only metrics, summed up across all campaigns.

    • How can I find the campaigns in which my Tweets were promoted?

    The Tweet detail page/overlay includes a list of campaigns that the Tweet was promoted in. You can access this page by clicking on an individual Promoted Tweet. Clicking on the campaign will take you to the campaign in Twitter Ads.


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  • How do I increase my tweet's reach?
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    • Keep it conversational. Write a Tweet like you’re having a conversation with a good friend. Strive for a genuine, approachable communication style. Stay away from “marketing speak” — it’ll go a long way in making your voice your own.
    • Employ your knowledge and voice. This is also your chance to show off your own brand of humor, wit, and know-how. People seek education and entertainment online. Use Twitter as a way to provide it.
    • Tweet exceptional content. On Twitter, there’s a pattern: the most Retweeted content tends to contain links, pictures, videos, or quotes. Paste a link of any length into the Tweet box and it will automatically be shortened to fit the character limit.
    • What’s the best way to engage your followers? Ask questions. Listen. Then show people you’re listening by responding. You’ll be amazed at the valuable insights you’ll get about your customers.
    • Monitor your campaign goals. Depending on the goal of your campaign (whether it’s to increase your followers or create a wide-spread branding campaign) you may be more concerned about follow numbers vs. Retweet numbers.

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  • Tweet data is not appearing
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    Twitter Analytics, including the Tweet Activity dashboard, is a free service available to all Twitter users who (a) have an ads account and/or (b) register at analytics.twitter.com. 

    To maintain access to Tweet Activity dashboard please ensure the following: 

    Should you be unable to see data in your Tweet Activity Dashboard, it is likely that your account has been found in violation in one of the above policies. You can find more information on how we enforce our policies here

    If you still have questions, our support teams would love to assist you. If you are an advertiser on ads.twitter.com, feel free to either Direct Message @TwitterAdsHelp or file a support ticket via ads.twitter.com/Help. If you are a user of analytics.twitter.com, please file a support ticket here


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