Twitter has launched a new analytics dashboard that gives advertisers measurable insights into how their organic (not-paid-for) tweets are performing.
The ‘Tweet activity dashboard’ lets advertisers, verified users, and Twitter card publishers see metrics like impressions and engagement rates for their organic (read: non-promoted) tweets for the first time.
Previously, Twitter provided these users with analytics for their promoted (paid for) tweets, but the new tool offers them a comprehensive view of how their organic tweets are performing.
With the dashboard, advertisers can:
• See the performance of their tweets, in real-time.
• Compare impressions, total engagements, and retweets on a monthly basis.
• See the number of retweets, replies, favorites, follows, link clicks, and embedded media clicks that a single tweet received.
• Export tweet performance metrics, including both organic and promoted data, into a CSV file.
The organic data, which focuses on impressions and total engagements, will help advertisers improve their content strategy on Twitter, according to the platform.
To get the most out of the new activity dashboard, Twitter has provided some suggestions for advertisers, including:
• Pay attention to when you tweet.
• Analyze the frequency of your tweets.
• Keep an eye on elements, including copy length, different calls to action, and the inclusion of rich media.
Read the blog post here: https://blog.twitter.com/2014/new-tweet-activity-dashboard-offers-richer-analytics
