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8/28/2014
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Twitter Analytics Now Available To Everyone

All Twitter users can access a detailed report on their followers and individual tweets, including impressions, clicks, and engagement. Here's what you need to know.

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Twitter just made it easier for you to gauge how well your tweets resonate with your followers.

Ian Chan, front-end engineer at Twitter, announced yesterday in a tweet that all users now have access to its analytics platform, which launched in July but was open only to advertisers and verified accounts. The analytics provide details on your tweets' engagement, clicks, retweets, favorites, replies, and more.

To access the analytics dashboard, log into analytics.twitter.com with your username and password. Analytics are provided to users who have had a Twitter account for at least 14 days, the company said.

[Popular social apps may track your every move. Read Location Tracking: 6 Social App Settings To Check.]

The main view of the dashboard displays a chart of the last 28 days­, the number of impressions your tweets have received, and contextual information such as whether your impressions were higher or lower than the previous 28-day period. Impressions refer to the number of times a user sees your tweet in their timeline or in search results. Hover over any of the bars in the chart for a day-by-day breakdown of impressions.

Below the bar chart is your stream of tweets, which you can also sort by "Tweets and replies" or Promoted tweets, if you have ever purchased Twitter Ads. Twitter displays metrics next to each tweet, including the number of impressions; engagements, which refer to the number of times a user clicked, retweeted, replied, followed, or favorited it; and the engagement rate, a percentage that divides the number of engagements by impressions. You can't sort these individual columns by highest or lowest, however.

Clicking a tweet will let you drill down even further. This will show you the content of the tweet, plus a chart that displays the tweet's impressions over the first 24 hours.

Hover over any of the bars within the chart to see an hour-by-hour breakdown of impressions. Below the chart is a breakdown of the tweet's key metrics, including impressions, link clicks, embedded media clicks, retweets, favorites, and replies.

The right-hand column of the analytics dashboard shows you a breakdown of your engagement rate, link clicks, retweets, favorites, and replies over the last 28 days. Like the other charts, you can hover over any of the points for more detail.

In addition to your individual tweets, the analytics dashboard also tracks your follower growth. Switch from the Tweets view to the Followers view at the very top of the page to access this.

Your follower analytics shows your growth over a one-year period. Hover over the line graph to view your count on a particular day. Below the chart you'll see a demographics breakdown of your followers, including the five most unique interests your followers share; your followers' top 10 interests; the top countries, states, and cities they come from; the gender breakdown; and the top Twitter accounts that your followers follow. Hover over any of these data points for more information.

Twitter's analytics dashboard will probably appeal mostly to power users looking to reach more people and improve engagement. The social network does place restrictions on who can access it, however. In addition to the 14-day account requirement, users must primarily tweet in English, French, Japanese, or Spanish, the company said. Your account must also be public.

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Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio

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Kristin Burnham
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Kristin Burnham,
User Rank: Author
9/10/2014 | 2:50:11 PM
Re: Love it
I covered a report in April that compared Facebook and Twitter ads. Resolution Media found that, while businesses invested 127% more in Facebook, Twitter ads generated a significantly higher click-through rate. Not all businesses care about CTRs, of course, but that's one comparison.
Kristin Burnham
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Kristin Burnham,
User Rank: Author
9/10/2014 | 2:43:29 PM
Re: url click stats
Huh. That's interesting, especially since Twitter defined "clicks" broadly (including other metrics aside from click-throughs). 
stotheco
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stotheco,
User Rank: Ninja
8/31/2014 | 10:56:10 AM
Re: Twitter is becoming as worthless as Facebook
I'm on the same boat, I don't like the recent changes Twitter made to feeds. I prefer to use Twitter app on mobile, minimizes those adds somewhat but the Favorite tweets are still an eyesore. I like how they added analytics but I am curious how these changes they rolled out affected users overall.
Thomas Claburn
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Thomas Claburn,
User Rank: Author
8/29/2014 | 4:21:53 PM
Re: Love it
Does anyone have any experience with Twitter ads? I'm curious to know if they're effective.
Shane M. O'Neill
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Shane M. O'Neill,
User Rank: Author
8/29/2014 | 1:08:12 PM
Love it
This is a huge help. As someone who's been mostly flying blind with my Twitter content/results/trends, I needed these analytics bad.
asksqn
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asksqn,
User Rank: Ninja
8/28/2014 | 5:07:19 PM
Twitter is becoming as worthless as Facebook
While analytics may be helpful (if you are sweating how many clicks you received, that is) the thing is, Twitter just fundamentally changed the way it works by polluting user feeds with ads and now, as of August 2014, the favorited Tweets of others the user may be following.  So pretty much your Twitterfeed is full of garbage ads and Tweets favorited by others.  
David F. Carr
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David F. Carr,
User Rank: Author
8/28/2014 | 4:14:36 PM
url click stats
I pulled down the spreadsheet version so I could sort by things like which tweets generated the most clicks through to an IW story, and the numbers look low compared to what I see from our internal reporting. I'm guessing they don't necessarily capture clicks tracked by a url shortener from another service like Hootsuite.

The impressions and engagement #s look valuable, though - no one would be able to track those better than Twitter.
kstaron
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kstaron,
User Rank: Ninja
8/28/2014 | 3:59:25 PM
Finding the wheat among the chaff
It's alway good to find out what other people are interested in and maybe some people could use it to tweet the really good stuff and refrain from the other chatter that no one else cares about. Could be a boon to businesses trying to delve deeper into social media too to find their brand of hot topics.
Alison_Diana
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Alison_Diana,
User Rank: Author
8/28/2014 | 2:30:13 PM
Re: For the rest of us
I love it! Having these tools available is very helpful. Gives me another way to figure out what people find interesting -- and what's only of interest to me!
Nemos
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Nemos,
User Rank: Apprentice
8/28/2014 | 1:25:45 PM
Quality context
It is very nice to have all those tools now available but I dont know if will add any value. Still the most important is what you write not how many likes you have or whatever ....
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