Twitter is a critical tool for audience growth, engagement, and conversions used by growth marketers. How do we know if what we are doing on Twitter is effective? We need tracking, metrics, and analytics.
Better twitter analytics to help you understand and grow your audience and engagement
You can make your dashboard public if you want to. This is great for people who are building in public and want to share. The founder Dan Rowden has made his dashboard public if you want to take a peek.
Another thing that's cool? Ilo is the Finnish word for "joy". If you hover over their logo, it winks at you. So cute!
You can't download the data for your own analysis. A typical chart you see in other products is the "best time to tweet" chart, which is not included in Ilo.
Also check out Arcade Metrics for beautiful Twitter dashboards. I am currently in the beta test, and definitely worth a look. There are seven dashboards with trends and charts, including a Health Score dashboard & recommendations.
Dig into the twitter referral traffic on Google Analytics to find the individual tweets using Google search.
1. In Google Analytics, go to the Acquisition -> All Traffic -> Referrals report. If you are getting traffic from links on twitter, you will see a source for t.co. This is the twitter link shortener.
2. Click on t.co to drill down to the referral path details. You will see data that doesn't seem very helpful.
3. To translate these referrals into the actual tweet, go to the google search bar and search for t.co/"string" where "string" is the referral path from your report.
For my example, I searched for t.co/byaGHN1QPs. This will find the tweet in which this link shortener was used.
4. You cannot search for this referral within Twitter itself. You will most likely get "No results".
You can download all your tweets from Twitter Analytics. When you do this, the tweet data will have your shortened URL, such as t.co/byaGHN1QPs. You can use this data along with the Google Analytics referral report to create lookups in Excel.
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:
Twitter and other social media platforms are home to #GivingTuesday every first Tuesday after Thanksgiving. GivingTuesday was created in 2012 as a day that encouraged people to do good. It was a day to give back after Black Friday shopping consumerism.
This year, GivingTuesday Data Commons estimates that 34.8 million people participated in GivingTuesday 2020, a 29% increase over 2019.
Donors from the United States gave $2.47 billion this year - an increase of 25%! Read more about this year's campaign.
The generosity is heartwarming, especially during a difficult year.
From watching twitter to bird watching...
Twitcher: A type of bird watcher who seeks to add as many species as possible, willing to go to great lengths to see any bird species they haven't previously recorded.
It originated in 1950s when it was used for the nervous behavior of Howard Medhurst, a British birdwatcher.
It appears there is a bit of a divide between bird watchers and twitchers. Bird watchers tend to think of twitchers with having poor birding ethics.
Did you know "twitch" was considered as a name for Twitter before it was called Twitter?
Since this issue is all about twitter analytics, I thought I would thank you for all the nice tweets you have shared about Scrappy MarTech. Thank you!
This little scrappy newsletter needs some help getting the word out. Please share if you can.
Happy Scrappy Marketing!
See you on Twitter,
P.S. If you enjoyed reading, please share to help this little newsletter grow.