Reading Twitter analytics can be hard if you are unsure about what you are looking at or find looking at all those numbers really scary! This posts serves only as an overview to help you make informed decisions about what you post, when and how it is written.
I have read posts where people say that page/ post views ‘do not matter’ and the like but I struggle to understand this. By working out the best times to post, which posts work well and why means that you can maximise upon this to help increase your engagement and following, which is what everyone strives for!
Once you have opened up Twitter analytics and clicked on the ‘tweets’ section you will get onto the 28 day page analysis. Click on the export data button, the last 28 days button next is where you can adjust the dates, I usually do a month by month analysis. Open the Excel file that you have downloaded.
You can see lots of different columns, it can look quite intimidating the first time but we are going to get rid of loads of columns to make it easier to read the data.
I automatically get rid of:
- Tweet ID
- Tweet Permalink
I get rid of these purely because they are of no use to me, I will not gain anything from them.
Depending on what media you use I usually get rid of every column from permalink clicks onwards.
Next I focus on the datasets that give me the most information, these are:
- Engagement rate
- URL clicks