How to activate Twitter analytics – and why you need to…
Almost two years ago now, Twitter announced the launch of Twitter analytics – covered on the Twitter Developer blog, and explained on our own blog with a little help from Film director Kevin Smith (“A sneak preview of Twitter analytics, thanks to @ThatKevinSmith“. Needless to say, Twitter users got very excited about the prospect of some real analytics to use – after all, Facebook have had their own analytics platform for several years now – and they regularly update and improve it to hone the data you can receive about your pages and campaigns.
At the time, the Analytics option was only available to a select number of users – though a wider public roll-out has been touted for a long time. However, unless you’re a Twitter advertiser, analytics have yet to be launched to the public as a whole. Until now…
Well, to call it a “launch” is probably an overstatement – essentially, somebody has discovered a back door that gets you in to it. But either way, a door is a door and you can now set yourself up on Twitter Analytics – whether you’re an advertiser or just a regular user. Here’s how you do it:
1. If you’ve already activated Analytics (or somebody else has granted you access), you can get to it through a link in your account drop down:
2. For everybody else, you’ll first need to set yourself up on the Twitter ad platform. Head to https://ads.twitter.com/ and login with your normal details.
3. Go to the “Account and Billing” drop-down, and select “Billing History” from the options:
4. When that page loads, click “Switch to Advanced” in links on the right. A popup will appear, where you again need to click “Switch to Advanced”.
5. Finally, you will be presented with your “Campaign dashboard” – a page you can ignore unless you plan to setup an ad campaign. To get in to the all-important analytics, select one of the three options on the drop-down under “Analytics” in the top bar:
Once you’re in, it can take some time to populate your data (and some data may only begin to be collected once you have activated your account), but here’s a quick rundown on the data you can view when you’re fully setup:
- A summary of all the tweets you have posted in the last month, showing any favourites, retweets or replies you received.
- How many people have followed or unfollowed you in the last month
- Your “best” performing content
- The “reach” your tweets achieved if they received retweets
- The ability to review your followers (since the day you joined Twitter), including increases/decrease, follower interests, location, gender and who they follow.
- Traffic and click data for any websites you have added to your account (the verification process is similar to that of Google Webmaster Tools)
As a brand, that last point is one of the most interesting bits of data you have access to – particularly given the widely-known issues with analytics reporting of Twitter referrals. Having the ability not just to see when your own links have been clicked, but also when other users have linked to your site is a brilliant step towards full-scale transparency for your Twitter campaign. You can even get click-data for individual pages on your website.
Whilst the data about your followers and tweets is also incredibly useful, it’s not quite so revolutionary – thanks to the Twitter API, there are numerous other tools out there which can help you to find out about who your followers are, what they do and how well your content is received. But this traffic data is a real bonus – as well as the simplicity of having all this data available in the same place, of course.
However you use Twitter analytics, we recommend you get it setup today and start collecting data. As we’ve shown you, it’s very easy to do and could be a real boost to both your reporting AND your campaign planning…