Reporting The Twitter Metrics That Matter Most, to a Business.

Reporting The Twitter Metrics That Matter Most, to a Business.
June 27, 2016 Joe Vernon

Nobody is surprised that Twitter is a value to drive audience engagement, users to a website, and ultimately impact the bottom line of a business. But it is surprising that proving the impact of social media is still a challenge. However, I believe that this can be proven, but it may require a little work and the help from the right reporting software.

There are many metrics on Twitter, but a follow or a retweet on Twitter doesn’t equal more money, immediately. Also, focusing on one metric isn’t the right way. This will prevent you from seeing the bigger picture and finding the true ROI of your social efforts and maximizing your opportunity on social media.

Twitter is the platform your business should use (along with other social platforms) to engage your audience with your content and funnel them to your website.

In this post, I hope to help you understand what are some important Twitter metrics but more importantly, the right ones to analyze and report on.

Twitter Metrics or ‘The Social Engagement Metrics’

twitter analyticsBefore we drive into measuring the business impact of your social media efforts, here are some of the common terms that you will find on the platform that you can access through their analytics screen.

There are quite a few metrics though and if you aren’t interested in metrics that don’t directly equal money you can skim ahead to the next section.

  • Direct Messages (DM) – These are the private messages a Twitter user will send to another for one-on-one conversation or between a group of users. The benefit here beyond a personal conversation with your audience, no more 140 character limit ;-).
  • Like – This is a positive sentiment from your audience in the shape of a heart. The more likes your tweets are getting, the more users are seeing it and the more you know that you are on the right track to generating valuable content for your audience.
  • Followers – The number of people or size of your audience that currently subscribe to your Twitter account.
  • Mention – This is anytime a 3rd party mentions your Twitter account in their tweet. The value here is that the 3rd party has their own audience generating more impressions of your business.
  • Reply – This is a response to a Tweet that began with your Twitter account.
  • Retweet (RT) – This is a step above a star (in my opinion) because it shows that not only a user liked your content, but thought it was valuable enough to share with their audience by posting it on their Twitter account.
  • Tweets Published – The actual number of tweets your account posted during a given time period.
  • Tweet Impressions – The number of people who saw your Tweet in their account’s timeline.
  • Profile visits – The number of people who viewed your Twitter account page (for example
  • New Followers – The number of people who have added your account to their Twitter feed who previously were not.
  • Tweets Linking – The number of tweets that have a twitter card (aka; a link) mentioning your website.

As you can see, none of these metrics talk about users to your website or money being exchanged, so we can’t measure the business impact this has from here alone.

However, that doesn’t mean they aren’t completely useless. There is value in measuring the high-performing tweets and the content that is being shared. This information, along with the trending hashtags, keyword, and demographics social media provides, will help inform future content and social strategy for your business.

The Twitter Metrics that Matter

With the current state of Twitter, most of your business goals aren’t going to be reported on their platform. Sure, we can grow an audience on Twitter or advertise a product on Twitter, but we a like or retweet doesn’t always equal money.

Be it building an e-mail list for your sales funnel, educating users with content, or selling a product or service, generally have to be accomplished at the hub of your marketing efforts, your website.

Twitter is the platform your business should use (along with other social platforms) to engage your audience with your content and funnel them to your website.

How you should measure twitter is by measuring what content it is that is driving users to your websites and the user behavior on your website. There are a few ways to go about tracking this. One is using a URL shortener that will report the number of clicks that the shortened URL has received. However, this data is limited and doesn’t tell the full story.

You can also use Google Analytics and create a custom view after segmenting your traffic by users from a social network.

If you aren’t familiar with Google Analytics, finding the right analytics software or digital marketing dashboard that simplifies social reporting providing you with pre-build screens showing how users from social media behave may be the right way to go.

Using these dashboards can help save you time and money in the long-run by reducing time analyzing behavior and reporting the results.

Twitter Analytics

Social Analytics from Unifusion

Social Analytics

Twitter Analytics from Unifusion

In Conclusion

Twitter is an effective platform for businesses to use to engage their audience with valuable to content. The metrics from Twitter are valuable for engagement but don’t equal money immediately.

Use the engagement metrics to understand if the content you are producing is interesting to your audience, but use the data on your website to evaluate if Twitter is great for your business goals. If time is a concern and you aren’t familiar with analytics, find a simplified yet powerful reporting solution that works for your team.