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A Guide to Twitter Analytics

February 18, 2016

A Guide to Twitter Analytics

February 18, 2016

The last few months I have been taking blogging a lot more seriously, which has meant that I have been analysing pretty much everything – including my social media accounts. I’m obsessed with Twitter lately too, which is why I spend a lot of my time using Twitter Analytics.

I actually didn’t know this existing for a while, but when I discovered it I was so amazed to see the real time information you could access for free, considering you have to pay for information about your Instagram on sites like Iconosquare.

How do you access Twitter Analytics?

First of all, to access Twitter Analytics click on your little profile icon in the top right hand side navigation bar. The sixth option down will open a new window with all of your analytics. You can also access the analytics of a single tweet by clicking the icon that looks like a little graph in the bottom right hand corner.

What does your 28 day summary show?

The first thing you’ll see is a 28 day summary that includes number of tweets, tweet impressions, profile visits, mentions and followers. Next to each number you’ll also see a percentage, will tells you how much these have increased or decreased in the past 28 days. If it’s green and has an upward facing arrow they have increased, however if it’s red with a downward facing arrow they have decreased.
Tweets – this is the amount of Tweets you have posted in the past 28 days, including replies to other Tweets.
Tweet Impressions – this number details how many people have seen your tweets in the past 28 days, including any retweets. Basically, every time your Tweet pops up in someones time line, it is counted as an impression. If you appear in search results this also counts as an impression.
Profile Visits – this is how many times someone has clicked on your profile.
Mentions – this details how many people have mentioned you in their tweets, including replies.
Followers – this is quite simply how many people follow you, this is a total number and not counted over the past 28 days, however the percentage increase or decrease is based is based on the past 28 days.

What can you see in your monthly highlights?

Your monthly highlights show your best bits from each month, in real time! This means that although these screenshots were taken half way through February, I can still see how well I have done so far this month. The main part of this dashboard shows your top tweet, top mention, top follower and top media tweet.
Top Tweet – This shows which tweet has had the most impressions for that month. As you can see mine is my Happiness Planner giveaway which has had an amazing 13K impressions so far this month.
Top Mention – This tweet won’t be one you’ve posted yourself, but instead one that you’re mentioned in. Most of the time for me this is a #FF Tweet, however this months is from when the lovely Daisy
Top Follower – This shows who out of your followers has the most followers, and is therefore the most ‘influential’. Unfortunately for me I find this is often someone hoping I will follow back, so they unfollow me within a few days.
Top Media Tweet – This is one of your own Tweets that includes a form of media (an image, video or GIF usually). Your top media Tweet will be the one that had the most impressions. Mine are usually Tweets that have been retweeted by whoever I tagged in it, this month’s is one where I tagged a brand – which goes to show tagged them in your Tweets about them definitely helps!
Your monthly highlights dashboard also has a smaller section to the right which details your monthly Tweets, Tweet impressions, profile visits, mentions and new followers.

Can you view the analytics for one Tweet in particular?

Yes! As mentioned before if you click in the bottom right hand corner of any Tweet you’ve posted you will be able to see it’s analytics. This option is also available in the monthly highlights dashboard by clicking ‘View Tweet Activity’ on any of your top Tweets.
Clicking to view Tweet activity will show you the following things for a particular Tweet:
  • Media Engagements
  • Retweets
  • Profile Clicks
  • Detail Expands
  • Likes
  • Replies
  • Follows
  • Link Clicks
  • Hashtag Clicks
  • Impressions
  • Total Engagements
I find this extremely helpful when looking at my Tweets for promoting blog posts as it allows me to see how many people are clicking the links on my Tweets, what time’s my Tweets appear more and which have more impressions. I’ve discovered that my lunchtime and afternoon Tweets are popular, as well as my late night ones, so now I schedule more Tweets at those times.

What other dashboards are available in Twitter Analytics?

Although the main dashboard gives a lot of valuable information, there are a number of different dashboards you can explore – Tweets, Audiences and Events. I don’t use Events too often, however the other two are really interesting and give some real insights into how I can use Twitter to benefit me.

What does the ‘Tweets Dashboard’ tell me?

One of my favourite things about the Tweets Dashboard is the day by day graph showing how many tweets you post and your total organic impressions for that day. As you can see, there is a bit of a pattern showing that when I post more, I get more impressions (of course!). This info is shown for the past 28 days, not monthly and it details roughly how many impressions you’re getting daily.
This dashboard also shows your Tweets in chronological order, detailing their impressions, engagements and the total engagement rate (%). It gives you the option to view all your tweets and replies in this view, just your tweets or your top tweets.
On the right hand side of your Tweets dashboard there are five graphs, which are probably one of my favourite features of Twitter Analytics.
Engagement Rate – This shows your engagement rate as a percentage each day (across 28 days). I love this as it also shows your average as a straight line, so you can clearly see days when you haven’t hit your average or days when you have done really well for engagements. My engagement rate has gone down over the last few weeks, so this is definitely something I need to work on.
Link Clicks – This shows how many people have clicked links that you post in your Tweets. As you can see my link clicks were much higher at the beginning of the 28 days, however I was scheduling a lot more tweets then. This shows that I need to set aside more time to schedule my tweets, as it helps with my pageviews and unique visitors too!
Retweets – This graph shows your retweets per day and uses that information to work out your average. My average for retweets is currently higher than normal, but I think that’s because I am running a competition where you have to retweet a tweet, then follow me.
Likes – Similar to retweets, this graph shows your likes per days and then uses the information to work out your average. Although my average is only 43 likes a day, I am pretty pleased with this at the moment as a lot of the stuff I post I don’t intent to get likes from, I much prefer replies and conversation.
Replies – Again, this graph shows how many replies you’re receiving per day and your average. I’d like to increase this average to more than 22 a day, so I might actually start posting about my progress over the next few months.

Can I change the dates I view my ‘Tweets Dashboard’ information from?

If you want to change the dates you are viewing this information for then you can. In the top right hand corner there is a box that says ‘last 28 days’ with a picture of a calendar next to it. If you click this it gives you the option to change the dates to the last 7 days or to a particular month. If you want to pick a custom date you can use the drop down calendar choose what date you want your analysis to start and end.
There is also a handy little export button to the right of the calendar, making it easy to download the information as an Excel spreadsheet. 

What does the ‘Audience Dashboard’ tell me?

This dashboard tells you everything you need to know about your Twitter audience, including:

  • Your daily follower increase
  • Their interests
  • Their mobile provider
  • Their gender
  • The device they’re using
  • Their favourite TV Genres
  • Their location (including region)
  • The language they speak
Okay, so a lot of this isn’t useful, but it is great to know that the majority of my Twitter audience are interested in the things I blog about so I must be doing something right!
You can also compare your Twitter audience’s analysis to that of your organic audience, or even the rest of Twitter. I’ve not used the feature to my advantage yet, however as I progress I imagine it’s something I may loo at using in the future.

How can I use Twitter Events to my advantage?

This section lists all of the upcoming events that are happening in the specific area you choose, like the UK for example. This is great in a sense as it gives you an insight into what may be trending on twitter in the near future, so you can write your posts accordingly.
So, there you have it! A guide to using Twitter Analytics for bloggers. I hope you found it helpful and that it will help you to see your strengths and weaknesses on Twitter. I may start writing updates on how I am increasing my Twitter stats as they have dramatically improved over the last few months, so if you’d like me to share how I have improved them then let me know.
Have you tried using Twitter Analytics before? Do you a different platform to monitor your social media, or do you prefer not to monitor it at all?
Lots of love,
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