Not all metrics are equal. You've heard the term "vanity metrics", which measure things that make you feel good but don't necessarily translate to growth. I had some recent experience with this.
Here are some important Twitter metrics that matter for growth marketers.
Number of sales/subscribers/leads you are getting for each click thru from twitter to your website. This metric is close to to money and critical to success.
Number of clicks on your tweeted links to your site divided by the number of impressions. This measures the rate of traffic you are driving to your website.
The average number engagements (likes, retweets, clicks, replies) for each tweet. The higher the engagement per tweet, the better your tweets are getting response from your audience. This metric tends to increase as your impressions increase so be carefully trending historic data. Your tweet quality may not be getting better if your engagement per tweet goes up. It just may be it is being seen by more people.
The average number of engagements for each view of your tweet. The higher the engagement per impression, the better your tweets are resonating with your audience. This metric doesn't necessarily grow with your follower growth and may actually decline the wider your audience gets.
Number of new followers subtracted from people who unfollowed you. Unless you are pivoting to attract a new type of audience, high follower churn is a concern because you are not attracting the followers who are right for your content.
Here are some related articles from previous issues you may have missed: