Tweet Activity Dashboard

Overview

  • What is the Tweet Activity Dashboard?
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    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.

    Here are a few questions the Tweet Activity Dashboard can help answer:

    • How many impressions do my Tweets receive?
    • Which of my Tweets resonate best with my target audience?
    • How do my Tweet metrics break out by organic and promoted activity?
    • How does my recent performance compare to past results?
    • How do my engagement metrics breakdown by type?

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  • How to use the dashboard
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    You must have access to Twitter Ads or Twitter Analytics to access the Tweet Activity Dashboard.

    On analytics.twitter.com: Select the "Tweets" tab

     

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

    The dashboard is separated into four main data points, described below:

    Click into an individual Tweet to see specific data for that Tweet:

     

    On mobile, click on one of your Tweets to get to the Tweet detail page, then tap "View Tweet activity". Make sure you have installed the latest version of Twitter for iPhone or Android.


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  • Definitions
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    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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  • FAQs
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    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.
     

    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.

    How do I remove Twitter Analytics?

    Twitter Analytics is a free feature that we offer to all Twitter accounts and can not be removed. If you do not want to see your analysis, we recommend not clicking on this feature.


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  • Best practices
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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.

    Make it shareable. What makes people share? Funny, helpful, newsworthy, or inspiring content. When you write a Tweet, imagine how your followers will use it. How will it help them?

    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 140 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.

    Watch the clock. Twitter happens in real time so there’s plenty of opportunity to guide conversations when they are most relevant to users. Keep your messages timely by Tweeting relevant Tweets during events.

    Iterate! Timeline activity shows how every single one of your Tweets (organic and promoted) are performing. Experiment with out how different wording and content affects mentions, follows, unfollows, and more.

    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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    If your Twitter Analytics data is not properly displaying or if you are experiencing any issues with your Tweet Activity Dashboard, our Twitter Ads support team would love to assist you. The Twitter Ads Support team is here to answer product questions, provide campaign optimization advice, and help resolve any issues you may experience in the interface.

    To get in contact with our Ads support team, feel free to file a support ticket. To do this, go to ads.twitter.com and in the top right corner click on the “Help?” button.


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