a guide to the microblog analysis tool – WAU

Twitter Analytics is the main tool for analyzing your activities on the social network. It presents a series of indicators that will help you understand the results, find the best practices and enhance the gains when exploring this communication network.

Social networks have already proven their value to companies in the search for more customers and sales. Certainly your brand already exploits some platforms, such as Facebook, Instagram and LinkedIn.

Now, haven’t you forgotten about Twitter? Or, if present, do you use the Twitter Analytics platform to track network performance?

Twitter Analytics is a powerful analysis tool that allows companies to track their performance and seek better communication actions with the public.

That’s why we created this complete guide with all the information you need to know to start using this feature right now. We will cover the following topics:

So, are you ready to learn everything about this powerful tool? Good reading!

What is Twitter Analytics?

Twitter is a social network that won over companies by power of direct communication with the public. The platform allows the creation of short texts, images and short videos.

However, for some years now, more specifically after 2013, the number of active users on the platform has been decreasing.

Despite this decreasing number, Twitter is still and will continue to be for a long time a great option for brands to seek a better relationship with your customers and leads, in addition to attracting new opportunities and several other associated benefits.

So, to better monitor all the use of the platform, it is possible to rely on a tool called Twitter Analytics.

This is a free tool for companies to analyze their activity on the social network.

It has the same function as Google Analytics for websites, showing important performance indicators for the objectives set and generating fundamental analyzes for the optimization of strategies.

To access it, just click on your profile icon and then choose the option “Statistics”. You will be directed to the main Twitter Analytics page, with all the relevant data and indicators.

What is the importance of measuring results?

No matter what your marketing strategy is: if you’re investing in campaign ads on AdWords, social media ads, specific tools or any other action, you need to closely monitor the results obtained and look for ways to improve performance!

Twitter is, as we showed in the previous topic, a good marketing tool, capable of bringing brands closer to the public, generating a more intimate and close relationship, attracting new customers and also humanizing the brand.

However, all these benefits will only be achieved if the strategies are well monitored and evaluated.

Nothing will be so good that it can’t get better, then, following Twitter Analytics is exactly the way to know what are the best practices adopted on the platform and how to optimize what is already good or redo your strategies if the results are bad.

With Twitter Analytics, you will be able to experiment and test, evaluate the performance of different types of tweets, know exactly which days and times have the greatest impact on the public, better understand your followers and their characteristics, find digital influencers to leverage the brand and many other possibilities.

Which indicators are important for monitoring?

Inside the tool, you will find a panel indicating all your performance on the social network. The following are the most important metrics to look out for.


The engagement is one of the main metrics, because it demonstrates user interaction with your tweets.

This indicator takes into account the total number of times someone has interacted through a click anywhere in the tweet, a reply, retweets, favorites or followers.


The number of impressions shows the number of times users saw your tweet. The more impressions, the more your brand will be exposed to the public!

Profile visits

The profile visits indicator, as the name says, shows the number of visitors that your profile received in the current month.


The tweets field is on the dashboard’s home page. It shows the amount of tweets your company has already posted. It is very interesting to monitor this metric in order to maintain the frequency of operations.

We must remember that The frequency of posts on social networks is a path to success.

Brands that achieve good results post in large quantities and in a systemic way. The public keeps the follow-up and looks forward to the next publication.


The field of mentions is very cool. Do you know when someone mentions your brand on the social network? So, this data appears here, and also on the analysis tool’s home page.

Not only track the number of mentions, but also always pay attention to the content and context of these actions, as they may contain praise or criticism and both deserve attention and response.


How many followers does your company have? This data is revealed here! The tool shows not only the total number of followers, but also how many new followers you have gained in the last month.

Featured Tweet

The featured tweet field shows which of your tweets had the most impressions in the month. It is important to analyze this data to try to identify a pattern and, thus, achieve more successful posts.

Highlight mention

Like the featured tweet, the featured mention shows which of the mentions to your brand had the most impressions.

This way, you will be able to identify which was the publication involving your profile that had the greatest reach.

Featured Follower

How about associating with a good digital influencer? This strategy is very interesting and you can start planning this action by analyzing the prominent follower field.

It shows which of your followers has the most followers. That is, that person can have a great influence and help you with the goals!

Participation fee

The participation rate is a calculation that takes into account engagement (responses, retweets, clicks, followers and favorites) and the total number of impressions. To calculate the rate, the total engagement is divided by the number of impressions.

My Favorites

The favorites index is similar to the number of Facebook likes. So, this indicator shows how many people favored your tweets.

How to interpret Twitter Analytics graphical data?

The Twitter Analytics control panel is full of indicators, graphs and relevant data about the brand’s communication with the public through the social network. To know how to correctly interpret the data, understand the main fields below.

Impression graph

The impression graph occupies the first visual field of the Twitter Analytics control panel.

This element shows the result of the impressions over a given period of time. You can choose the interval for analysis, comparing and evaluating actions taken.

List of tweets

Following the chart shown above there is the list of tweets, which shows your latest tweets posted and information about that post, such as the number of impressions, engagements, favorites and clicks on the link.

Clicks on the link represent the number of users who clicked on the URL indicated in the tweet. The number of retweets means the number of users who “retweeted” your post.

The interpretation of these data meets your objective. For example, if you post a tweet with intention to generate traffic to the site, the number of clicks on the link is the most important indicator.

If the intention is to create a viral tweet, to expand brand awareness, the number of retweets is what should be taken into account.

Interactions graph

The interaction graphs (there are 5 in total) show how the audience engaged with your posts in a given period of time.

These graphs represent click-through rate, engagement, retweets, favorites and responses. In the graphs, the data is shown as daily averages. By hovering the mouse over the columns, you have the result of the day.

Information about users and followers

One of the most interesting fields in the Twitter Analytics control panel is that of information about users and followers. This space shows relevant data about your audience, such as:

  • general information: here are shown general data about your audience, such as the evolution of followers in the last 90 days, gender, age group, among others;
  • demographic data: here are the geographical positions of your followers. This data is important to better target your marketing and sales strategies. In addition, the main languages ​​spoken by the public are shown;
  • main type of lifestyle: in this space, the tool shows a little about the lifestyle of its followers, as their main interests and what they seek in the social network. With this data, you’ll be able to better target the type of content for each audience segmentation;
  • type of mobile device: this shows not only the type of device used to access the network, but also the telephone operator used.

All of this information helps to better understand the public and create focused and segmented strategies according to their interests and needs, increasing the efficiency of their actions.

With more relevant posts, the engagement will certainly be greater, retweets will be more frequent and all good indicators will be leveraged.

Card activity

Cards represent a way to better organize your tweet, especially when you want to have an advertisement. To analyze these cards, Twitter Analytics works with two segments.

Part 1

Several graphs will show the following data:

  • clicks on the URL: if there is a link on the card, this field will show the number of clicks received;
  • chronological changes: evolution of user interaction with the card;
  • card types: creates a comparison between the cards, indicating which ones performed better;
  • links: creates a comparison between the links on your cards, showing which ones gained the most clicks;
  • influencers: the influencers field shows users who generated traffic to your cards through links;
  • tweets: shows which were the messages that introduced the tweets that generated the most interaction among users;
  • sources: shows the origin of users who retweeted your publication.

Part 2

In the second part, the same data will be shown, but linked only to retweets.

How to work the export data function?

A good way to analyze your Twitter results data is to export them to a Excel spreadsheet and work them in that tool, with a CSV file extension.

When exporting them, you can use other information from your audience, cross-check data, compare and further enrich your analysis.

Therefore, as we have seen throughout this guide, Twitter Analytics is a powerful tool for anyone who works or wants to work in this social network.

We must remember that Twitter’s strong point is direct communication: news, content, a product launch can be shared with the public at high speed, reaching a large number of people.

For this, it is necessary to understand how this tool works and the representativeness of each of the performance indicators worked.

Make an analysis and create a constant monitoring of these indicators to obtain good results for your company, increasing sales, attracting more customers and conquering a reference position in the market.

Now that you know everything about Twitter Analytics, download our e-book that shows you how to do a good marketing on Twitter!