Twitter Metrics to Track in 2024

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id="navigation-analysis-benchmarking" class="collapse" data-parent="#navigation-accordion" > <div class="navigation-results-container w-100" id="navigation-ai-listening" > <a class="col-lg-12 col-12 d-block dropdown-content" href="https://www.socialinsider.io/social-media-competitor-analysis" > <p class="heading" > Competitive Analysis & Benchmarking </p> <p class="description" > Gain competitive advantage and compare your performance on social media to your competitors </p> </a> <a href="https://www.socialinsider.io/social-media-analytics" class="col-lg-12 col-12 d-block dropdown-content" > <p class="heading" > Social Media Analytics & Reporting </p> <p class="description" > Measure the social media metrics that matter and optimize your strategy with data </p> </a> <a class="col-lg-12 col-12 d-block dropdown-content" href="https://www.socialinsider.io/social-media-content-analysis" > <p class="heading"> Social Media Content Analysis </p> <p class="description"> Identify your best-performing content pillars and replicate them </p> </a> </div> </div> </div> </div> <a class="col-lg-12 col-12 d-block dropdown-content dropdown-content-last" href="https://www.socialinsider.io/instagram-listening" > <p class="heading" >AI Instagram Listening</p> <p class="description" > Use AI Instagram listening insights to power any decision </p> </a> <a class="col-lg-12 col-12 d-block dropdown-content dropdown-content-last" href="https://www.socialinsider.io/social-media-api" > <p class="heading"> Social Media Data Integration </p> <p class="description" > Expand your business line with the help of social media API integration </p> </a> <div class="row networks-mobile" > <span class="section-title w-100" > Networks </span> <a href="https://www.socialinsider.io/tiktok-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="13" height="15" viewBox="0 0 13 15" fill="none" > <path d="M11.1117 3.20797C11.0129 3.15564 10.9167 3.09828 10.8234 3.0361C10.5523 2.8525 10.3037 2.63617 10.083 2.39176C9.53083 1.7446 9.3246 1.08807 9.24864 0.628406H9.25169C9.18824 0.246863 9.21447 0 9.21844 0H6.70341V9.96138C6.70341 10.0951 6.70341 10.2273 6.69792 10.3579C6.69792 10.3742 6.6964 10.3892 6.69548 10.4067C6.69548 10.4139 6.69548 10.4214 6.69396 10.4289C6.69396 10.4307 6.69396 10.4326 6.69396 10.4345C6.66745 10.7919 6.55559 11.1372 6.36823 11.4399C6.18087 11.7426 5.92375 11.9936 5.61949 12.1706C5.30238 12.3554 4.94372 12.4524 4.57888 12.4519C3.40709 12.4519 2.4574 11.4732 2.4574 10.2645C2.4574 9.0558 3.40709 8.0771 4.57888 8.0771C4.8007 8.07689 5.02114 8.11264 5.23204 8.18303L5.23509 5.56003C4.59486 5.47532 3.94443 5.52744 3.32484 5.7131C2.70525 5.89876 2.12995 6.21393 1.63523 6.63873C1.20174 7.02452 0.837302 7.48484 0.558318 7.99898C0.452153 8.18647 0.0515915 8.93987 0.00308486 10.1626C-0.0274225 10.8566 0.176061 11.5757 0.273075 11.8728V11.8791C0.334089 12.0541 0.570521 12.6512 0.955829 13.1547C1.26653 13.5585 1.63361 13.9132 2.04525 14.2074V14.2012L2.05135 14.2074C3.2689 15.0549 4.61885 14.9993 4.61885 14.9993C4.85253 14.9896 5.63535 14.9993 6.52433 14.5677C7.51033 14.0893 8.07167 13.3765 8.07167 13.3765C8.43028 12.9506 8.71543 12.4653 8.91489 11.9413C9.14247 11.3285 9.21844 10.5935 9.21844 10.2998V5.01506C9.24895 5.03381 9.6553 5.30911 9.6553 5.30911C9.6553 5.30911 10.2407 5.69347 11.1541 5.94377C11.8094 6.12188 12.6923 6.15938 12.6923 6.15938V3.60201C12.383 3.63638 11.7548 3.53639 11.1117 3.20797Z" fill="black" ></path> </svg> </div> <span class="name" > TikTok </span> </a> <a href="https://www.socialinsider.io/facebook-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="9" height="16" viewBox="0 0 9 16" fill="none" > <path d="M7.81998 0.00312724L5.87093 0C3.68123 0 2.26616 1.45182 2.26616 3.6989V5.40435H0.30647C0.13713 5.40435 0 5.54163 0 5.71097V8.18196C0 8.3513 0.137286 8.48843 0.30647 8.48843H2.26616V14.7235C2.26616 14.8929 2.40329 15.03 2.57263 15.03H5.12946C5.2988 15.03 5.43593 14.8927 5.43593 14.7235V8.48843H7.72726C7.8966 8.48843 8.03373 8.3513 8.03373 8.18196L8.03467 5.71097C8.03467 5.62966 8.0023 5.55179 7.94492 5.49425C7.88753 5.43671 7.80935 5.40435 7.72804 5.40435H5.43593V3.95862C5.43593 3.26375 5.60152 2.91099 6.5067 2.91099L7.81967 2.91053C7.98885 2.91053 8.12598 2.77324 8.12598 2.60406V0.309597C8.12598 0.14057 7.98901 0.00343997 7.81998 0.00312724Z" fill="black" ></path> </svg> </div> <span class="name" > Facebook </span> </a> <a href="https://www.socialinsider.io/instagram-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="17" height="17" viewBox="0 0 17 17" fill="none" > <path d="M16.1496 5.35737C16.1526 2.8716 14.1309 0.85 11.6454 0.85H5.35718C2.87159 0.85 0.85 2.87159 0.85 5.35718V11.6424C0.85 14.1309 2.87152 16.1525 5.35718 16.1525H11.6424C14.128 16.1525 16.1496 14.131 16.1496 11.6454V5.35737ZM16.1496 5.35737L15.9996 5.35718H16.1496V5.35737ZM14.6775 11.6454V11.7797C14.607 13.3926 13.2729 14.6805 11.6454 14.6805H5.35718C3.68484 14.6805 2.32207 13.3177 2.32207 11.6454V5.35718C2.32207 3.68485 3.68484 2.32207 5.35718 2.32207H11.6424C13.3176 2.32207 14.6775 3.68476 14.6775 5.35718V11.6454ZM8.50127 4.30762C6.18856 4.30762 4.30762 6.18856 4.30762 8.50127C4.30762 10.814 6.18856 12.6949 8.50127 12.6949C10.814 12.6949 12.6949 10.814 12.6949 8.50127C12.6949 6.18856 10.814 4.30762 8.50127 4.30762ZM8.50127 11.2229C7.00181 11.2229 5.77969 10.0007 5.77969 8.50127C5.77969 7.00182 7.00181 5.77969 8.50127 5.77969C10.0007 5.77969 11.2228 7.00182 11.2228 8.50127C11.2228 10.0007 10.0007 11.2229 8.50127 11.2229ZM12.6035 5.13505C13.01 5.13505 13.3396 4.80552 13.3396 4.39901C13.3396 3.99251 13.01 3.66298 12.6035 3.66298C12.197 3.66298 11.8675 3.99251 11.8675 4.39901C11.8675 4.80552 12.197 5.13505 12.6035 5.13505Z" fill="black" stroke="black" stroke-width="0.3" ></path> </svg> </div> <span class="name" > Instagram </span> </a> <a href="https://www.socialinsider.io/twitter-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="16" height="15" viewBox="0 0 16 15" fill="none" > <path d="M1.03381 0.8H0.634876L0.873552 1.11966L6.12782 8.15667L0.853118 13.8643L0.542841 14.2H1H2.21253H2.30002L2.35941 14.1357L6.91298 9.20836L10.5801 14.1197L10.6401 14.2H10.7404H14.8667H15.2656L15.0269 13.8803L9.47143 6.44002L14.3733 1.13574L14.6835 0.8H14.2264H13.0139H12.9264L12.867 0.864262L8.68626 5.38832L5.32034 0.880343L5.26035 0.8H5.16008H1.03381ZM11.2879 12.9052L3.21586 2.09462H4.61227L12.6843 12.9052H11.2879Z" fill="black" stroke="black" stroke-width="0.4" ></path> </svg> </div> <span class="name" > Twitter </span> </a> <a href="https://www.socialinsider.io/linkedin-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="14" height="14" viewBox="0 0 14 14" fill="none" > <path d="M1.61695 0C0.723398 0 0.000144564 0.724555 0 1.61608C0 2.50848 0.723254 3.23289 1.61709 3.23289C2.50847 3.23289 3.23274 2.50848 3.23274 1.61608C3.23274 0.72441 2.50833 0 1.61695 0Z" fill="black" ></path> <path d="M3.01054 4.45922H0.222339V13.43H3.01054V4.45922Z" fill="black" ></path> <path d="M10.1086 4.23616C8.75234 4.23616 7.84288 4.9798 7.47063 5.68498H7.43333V4.45922H4.75919L4.75905 13.4299H7.54479V8.99203C7.54479 7.82207 7.76757 6.68883 9.21812 6.68883C10.6479 6.68883 10.6669 8.02692 10.6669 9.06706V13.4297H13.4531V8.50933C13.4531 6.0941 12.932 4.23616 10.1086 4.23616Z" fill="black" ></path> </svg> </div> <span class="name" > Linkedin </span> </a> <a href="https://www.socialinsider.io/youtube-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="13" viewBox="0 0 19 13" fill="none" > <path d="M18.1889 2.03412C17.9747 1.23882 17.3475 0.611765 16.5521 0.397647C15.0988 0 9.28568 0 9.28568 0C9.28568 0 3.47257 0 2.01929 0.382353C1.23911 0.596471 0.596608 1.23882 0.382441 2.03412C0 3.48706 0 6.5 0 6.5C0 6.5 0 9.52824 0.382441 10.9659C0.596608 11.7612 1.22381 12.3882 2.01929 12.6024C3.48786 13 9.28568 13 9.28568 13C9.28568 13 15.0988 13 16.5521 12.6176C17.3475 12.4035 17.9747 11.7765 18.1889 10.9812C18.5713 9.52824 18.5714 6.51529 18.5714 6.51529C18.5714 6.51529 18.5866 3.48706 18.1889 2.03412Z" fill="black" ></path> <path d="M7.42857 3.71429V9.28571L11.1429 6.5L7.42857 3.71429Z" fill="white" ></path> </svg> </div> <span class="name" > Youtube </span> </a> </div> </div> <div class="col-md-6 col-12 navigation-results" id="navigation-results-container" > <div class="networks selected" id="networks" > <span class="section-title" > Networks </span> <a href="https://www.socialinsider.io/tiktok-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="13" height="15" viewBox="0 0 13 15" fill="none" > <path d="M11.1117 3.20797C11.0129 3.15564 10.9167 3.09828 10.8234 3.0361C10.5523 2.8525 10.3037 2.63617 10.083 2.39176C9.53083 1.7446 9.3246 1.08807 9.24864 0.628406H9.25169C9.18824 0.246863 9.21447 0 9.21844 0H6.70341V9.96138C6.70341 10.0951 6.70341 10.2273 6.69792 10.3579C6.69792 10.3742 6.6964 10.3892 6.69548 10.4067C6.69548 10.4139 6.69548 10.4214 6.69396 10.4289C6.69396 10.4307 6.69396 10.4326 6.69396 10.4345C6.66745 10.7919 6.55559 11.1372 6.36823 11.4399C6.18087 11.7426 5.92375 11.9936 5.61949 12.1706C5.30238 12.3554 4.94372 12.4524 4.57888 12.4519C3.40709 12.4519 2.4574 11.4732 2.4574 10.2645C2.4574 9.0558 3.40709 8.0771 4.57888 8.0771C4.8007 8.07689 5.02114 8.11264 5.23204 8.18303L5.23509 5.56003C4.59486 5.47532 3.94443 5.52744 3.32484 5.7131C2.70525 5.89876 2.12995 6.21393 1.63523 6.63873C1.20174 7.02452 0.837302 7.48484 0.558318 7.99898C0.452153 8.18647 0.0515915 8.93987 0.00308486 10.1626C-0.0274225 10.8566 0.176061 11.5757 0.273075 11.8728V11.8791C0.334089 12.0541 0.570521 12.6512 0.955829 13.1547C1.26653 13.5585 1.63361 13.9132 2.04525 14.2074V14.2012L2.05135 14.2074C3.2689 15.0549 4.61885 14.9993 4.61885 14.9993C4.85253 14.9896 5.63535 14.9993 6.52433 14.5677C7.51033 14.0893 8.07167 13.3765 8.07167 13.3765C8.43028 12.9506 8.71543 12.4653 8.91489 11.9413C9.14247 11.3285 9.21844 10.5935 9.21844 10.2998V5.01506C9.24895 5.03381 9.6553 5.30911 9.6553 5.30911C9.6553 5.30911 10.2407 5.69347 11.1541 5.94377C11.8094 6.12188 12.6923 6.15938 12.6923 6.15938V3.60201C12.383 3.63638 11.7548 3.53639 11.1117 3.20797Z" fill="black" ></path> </svg> </div> <span class="name" > TikTok </span> </a> <a href="https://www.socialinsider.io/instagram-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="17" height="17" viewBox="0 0 17 17" fill="none" > <path d="M16.1496 5.35737C16.1526 2.8716 14.1309 0.85 11.6454 0.85H5.35718C2.87159 0.85 0.85 2.87159 0.85 5.35718V11.6424C0.85 14.1309 2.87152 16.1525 5.35718 16.1525H11.6424C14.128 16.1525 16.1496 14.131 16.1496 11.6454V5.35737ZM16.1496 5.35737L15.9996 5.35718H16.1496V5.35737ZM14.6775 11.6454V11.7797C14.607 13.3926 13.2729 14.6805 11.6454 14.6805H5.35718C3.68484 14.6805 2.32207 13.3177 2.32207 11.6454V5.35718C2.32207 3.68485 3.68484 2.32207 5.35718 2.32207H11.6424C13.3176 2.32207 14.6775 3.68476 14.6775 5.35718V11.6454ZM8.50127 4.30762C6.18856 4.30762 4.30762 6.18856 4.30762 8.50127C4.30762 10.814 6.18856 12.6949 8.50127 12.6949C10.814 12.6949 12.6949 10.814 12.6949 8.50127C12.6949 6.18856 10.814 4.30762 8.50127 4.30762ZM8.50127 11.2229C7.00181 11.2229 5.77969 10.0007 5.77969 8.50127C5.77969 7.00182 7.00181 5.77969 8.50127 5.77969C10.0007 5.77969 11.2228 7.00182 11.2228 8.50127C11.2228 10.0007 10.0007 11.2229 8.50127 11.2229ZM12.6035 5.13505C13.01 5.13505 13.3396 4.80552 13.3396 4.39901C13.3396 3.99251 13.01 3.66298 12.6035 3.66298C12.197 3.66298 11.8675 3.99251 11.8675 4.39901C11.8675 4.80552 12.197 5.13505 12.6035 5.13505Z" fill="black" stroke="black" stroke-width="0.3" ></path> </svg> </div> <span class="name" > Instagram </span> </a> <a href="https://www.socialinsider.io/linkedin-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="14" height="14" viewBox="0 0 14 14" fill="none" > <path d="M1.61695 0C0.723398 0 0.000144564 0.724555 0 1.61608C0 2.50848 0.723254 3.23289 1.61709 3.23289C2.50847 3.23289 3.23274 2.50848 3.23274 1.61608C3.23274 0.72441 2.50833 0 1.61695 0Z" fill="black" ></path> <path d="M3.01054 4.45922H0.222339V13.43H3.01054V4.45922Z" fill="black" ></path> <path d="M10.1086 4.23616C8.75234 4.23616 7.84288 4.9798 7.47063 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Reporting</a> <a class="tag-twitter-analytics post-hero__tag" href="/blog/tag/twitter-analytics/" title="Twitter Analytics" aria-label="Twitter Analyticss">Twitter Analytics</a> </div> <h1 class="post-hero__title">Twitter Metrics: Top 11 KPIs to Track in 2024</h1> <p class="post-hero__excerpt">Understand what Twitter metrics are the most important to track to gain valuable strategy optimization insights. Discover how to read the data!</p> <div class="post-hero__details"> <div class="post-hero__authors is-flex "> <div class="post-hero__author"> <a href="/blog/author/elena/" class="post-hero__author-image" aria-label="Elena Cucu"> <img class="lazyload" data-src="/blog/content/images/2022/10/elena-cucu-.png" alt="Elena Cucu" src="/blog/assets/images/img-placeholder-square.jpg?v=1fb7cfaa77" fetchpriority="high" /> </a> </div> </div> <div class="post-hero__info"> <div class="post-hero__author-names"> <a href="/blog/author/elena/">Elena Cucu</a> </div> <time datetime="2024-03-18" class="post-hero__date"> Mar 18, 2024 </time> </div> </div> </div> </div> </div> <div class="d-none d-sm-block col-lg-2 toc-wrapper"> <div class="post-toc post-left-card"> <div class="post-toc__head js-toc-toggle"> <span class="title-span">Table of Contents</span> <div class="post-toc__icon js-toc-icon"><i class="icon "> <svg class="icon__svg"> <use xlink:href="/blog/assets/icons/feather-sprite.svg?v=1fb7cfaa77#chevron-right"></use> </svg> </i></div> </div> <div class="post-toc__content js-toc" style="overflow-y: auto;max-height: 550px"> </div> </div> </div> <div class="col-xs-12 col-lg-7"> <article class="post tag-analytics-and-reporting tag-twitter-analytics post-access-public has-sidebar has-toc"> <div class="post__content js-toc-content no-overflow"> <p>Being one of the oldest social media platforms, in an attempt to keep up with the latest social media trends, Twitter faced up a long series of changes over the years. Especially lately, since its rebranding into X.</p><p>These constant changes, which often translated into the adoption of new features, have led to an extended list of <a href="https://www.socialinsider.io/twitter-analytics">Twitter analytics</a> data that marketers need to keep an eye on to understand their brand's performance on Twitter and identify improvement insights for their <a href="https://www.socialinsider.io/blog/social-media-strategy/">social media strategy</a>.</p><p>This raises the question of what Twitter metrics are nowadays most important to track for a long-term <a href="https://www.socialinsider.io/blog/twitter-marketing/">Twitter marketing</a> performance boost, which we'll dig into right away. Let's dive in!</p><highlight><h2 id="11twittermetricsthatoffervaluableperformanceinsights">11 Twitter metrics that offer valuable performance insights</h2> </br> <p>A. <a href="#a">What are Twitter metrics, and why are they important?</a><br> B. <a href="#b">Top 11 Twitter metrics to track in 2024</a></p> <ol> <li><a href="#followermetrics">Follower metrics</a></li> </ol> <ul> <li><a href="#newfollower">New follower</a></li> <li><a href="#followergrowth">Followers’ growth</a></li> </ul> <ol start="2"> <li><a href="#toptweets">Top tweets</a></li> <li><a href="#engagement">Twitter engagement and engagement rate</a></li> <li><a href="#replies">Retweets and replies</a></li> <li><a href="#linkclicks">Link clicks</a></li> <li><a href="#impressionsmetric">Impressions</a></li> <li><a href="#videoviews">Video views</a></li> </ol> <ul> <li><a href="#videocompletion">Video completion rate</a></li> </ul> <ol start="8"> <li><a href="#hashtagperformance">Hashtag performance</a></li> <li><a href="#besttime">Best time to post</a></li> <li><a href="#CPRmetric">Cost Per Results (CPR)</a></li> <li><a href="#CPMmetric">Cost Per Mille (CPM)</a></li> </ol> </highlight> </br><h3 id="awhataretwittermetricsandwhyaretheyimportant">A. What are Twitter metrics, and why are they important?</h3> <a name="a"></a><p>Twitter metrics represent a series of KPIs that measure how your Twitter page is performing, allowing you to evaluate your strategy and discover if your current content plan is effective in achieving the goals you've set for your Twitter marketing efforts. </p><p>Twitter performance metrics are important because they offer you <a href="https://www.socialinsider.io/blog/social-media-insights/">social media insights</a> into how to optimize your content to get better result.</p><p>By overseeing your metrics on Twitter, you can gain a deeper understanding of the type of content that resonates with your audience, both in terms of messaging and formats, discover when is the best time to post, what hashtags are more effective, and so on.</p><p>Now that we've explained why your <a href="https://www.socialinsider.io/social-media-analytics">social media analytics</a> on Twitter should be kept under observation, let's proceed to the data that is most important to track.</p><div class="download-capture" text="download_Benchmarks_study_2024"></div><h2 id="btop11twittermetricstotrackin2024">B. Top 11 Twitter metrics to track in 2024</h2> <a name="b"></a><h2 id="1followermetrics">1. Follower metrics</h2> <a name="followermetrics"></a><p>Follower metrics are usually vanity metrics, and while they stand for relevant Twitter data, other KPIs could be more relevant for performance analysis.</p><p>While every business dreams of a big audience, obviously, having a lot of followers doesn’t necessarily translate into the success of their Twitter page. </p><p>A massive Twitter following isn’t that valuable if your community doesn’t interact with your brand, showing a genuine interest in it.</p><p>However, a change in followers remains an indicator of whether or not your content strategy is on the right path for producing growth. </p><p>Below, you'll find a couple of more in-depth Twitter follower metrics that you can investigate to gain a deeper understanding of how successful your Twitter content is in attracting more eyes to your business.</p><p>PS: This Twitter metric is available in the overview section of the platform's native analytics dashboard. </p><ul> <li> <h3 id="newfollowers">New followers</h3> </li> </ul> <a name="newfollower"></a><p>The new follower metric is pretty self-explanatory. It refers to the number of Twitter followers you gain over a certain period.</p><p>This metric will tell you that a new part of Twitter's audience found your profile interesting enough to follow it.</p><p>NOTE: Follower metrics should be tracked with greater diligence, especially when your Twitter marketing strategy's main goal is to increase <a href="https://www.socialinsider.io/blog/brand-awareness/">brand awareness</a>. </p><ul> <li> <h3 id="followersgrowth">Followers’ growth</h3> </li> </ul> <a name="followergrowth"></a><p>The <a href="https://www.socialinsider.io/blog/how-to-calculate-follower-growth/">followers’ growth</a> metric is the number of followers that has changed over a period of time.</p><p>Similarly to your new followers, this metric should be tracked consistently when you're leveraging strategies focused on increasing your brand awareness.</p><p>If the number is positive, it means you’re on a good path and your audience is interested in your Twitter content.</p><p>On the contrary, if the number decreases, you should look into what content strategies drove that drop to avoid them in the future. </p><p>This type of Twitter analytics data is available via a third-party platform, such as <a href="https://www.socialinsider.io/">Socialinsider</a>, that enables performance insights from multiple angles.</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/follower-growth-twitter-metric.webp" class="kg-image" alt="follower growth twitter metrics in socialinsider's dashboard" loading="lazy" width="1260" height="611" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/follower-growth-twitter-metric.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/follower-growth-twitter-metric.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/follower-growth-twitter-metric.webp 1260w" sizes="(min-width: 720px) 720px"></figure><div class="content-signup-cta-blue" text="contentSignup"></div> <br><p>TIP: To create a loyal fan base, constantly engaging with your followers by replying and retweeting is the key to success. </p><h2 id="2toptweets">2. Top tweets</h2> <a name="toptweets"></a><p>One of the most important questions you should ask yourself when diving into your Twitter analytics metrics should be, “What are my top tweets?”</p><p>The top tweets are your best-performing tweets (in terms of engagement or <a href="https://www.socialinsider.io/blog/reach-vs-impressions/">impressions</a>) over a selected period.</p><p>Knowing what your top tweets are is a great starting point for your <a href="https://www.socialinsider.io/blog/twitter-audit/">Twitter audit</a> process because it can give you a sense of what your audience wants to see and engage with.</p><p>If you analyze your top tweets for an extended time - at least a couple of months - you’ll be able to observe <a href="https://www.socialinsider.io/blog/social-media-trends/">social media trends</a> and patterns among your audience that you can use to maximize your content strategy.</p><p>To access your top tweets metric, open your Twitter analytics dashboard from the native app, and your Top tweets by impressions over the last 28 days will be displayed on the home page.</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/cbs-top-tweets.webp" class="kg-image" alt="cbs top tweets" loading="lazy" width="1260" height="497" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/cbs-top-tweets.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/cbs-top-tweets.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/cbs-top-tweets.webp 1260w" sizes="(min-width: 720px) 720px"></figure><p>Using Socialinsider's <a href="https://www.socialinsider.io/blog/twitter-analytics-tools/">Twitter analytics tool</a>, your top tweets by engagement can be found in the Content section. A great advantage of leveraging a third-party app to look at your Twitter metrics is that it enables the posts analysis over a larger timeframe than the native platform.</p><div class="content-signup-cta-blue" text="contentSignup"></div> <br><h2 id="3twitterengagementandengagementrate">3. Twitter engagement and engagement rate</h2> <a name="engagement"></a><p><a href="https://help.twitter.com/en/managing-your-account/using-the-tweet-activity-dashboard">According to Twitter</a>, engagement measures the total number of interactions a user has with a tweet. </p><p>This encompasses several ways someone could interact with a tweet, including clicking anywhere on the tweet, retweets, replies, follows, likes, links, tweet expansion, and more.</p><p>The <a href="https://www.socialinsider.io/blog/engagement-rate/#c3">engagement rate</a> KPIs is one of the most popular <a href="https://www.socialinsider.io/blog/social-media-metrics/">social media metrics</a> out there because it’s a good indicator of how likable your brand is. It’s often used to analyze goals related to <a href="https://www.socialinsider.io/blog/brand-loyalty/">brand loyalty</a>.</p><p>Although it’s a versatile metric that includes several other metrics under its umbrella, the engagement rate is an even more powerful Twitter metric than the purely raw engagement number.</p><p>It is directly correlated with other important metrics (such as impressions or number of followers), depending on what you’re trying to measure.</p><p>Twitter calculates <strong>the engagement rate per tweet by impressions: the number of engagements divided by tweets, all divided by impressions</strong>.</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2023/05/Card-6-Small.png" class="kg-image" alt="average engagement rate per tweet by impressions twitter formula" loading="lazy" width="1260" height="800" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2023/05/Card-6-Small.png 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2023/05/Card-6-Small.png 1000w, https://www.socialinsider.io/blog/content/images/2023/05/Card-6-Small.png 1260w" sizes="(min-width: 720px) 720px"></figure><p>But you can also calculate the average engagement rate per tweet by followers on Twitter, depending on your <a href="https://www.socialinsider.io/blog/social-media-goals/">social media goals</a>. Here’s the formula:</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2023/05/Card-5-Small.png" class="kg-image" alt="average engagement rate per tweet by followers twitter formula" loading="lazy" width="1260" height="800" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2023/05/Card-5-Small.png 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2023/05/Card-5-Small.png 1000w, https://www.socialinsider.io/blog/content/images/2023/05/Card-5-Small.png 1260w" sizes="(min-width: 720px) 720px"></figure><h2 id="4retweetsandreplies">4. Retweets and replies</h2> <a name="replies"></a><p>Although we kind of talked about these two Twitter metrics, as they are part of engagement as well, retweets and replies are some KPIs that can be analyzed as standalone data as well. </p><p>Retweets and replies represent Twitter metrics that highlight how valuable your Twitter audience finds your content. </p><p>When your Twitter followers invest their time into taking meaningful actions that foster a relationship with your brand, that's a great indicator that they appreciate your content and perceive your brand as being helpful, entertaining, or inspiring.</p><h2 id="5linkclicks">5. Link clicks</h2> <a name="linkclicks"></a><p>Link clicks measure the number of times a person clicks on a link inside your post.</p><p>This particular Twitter metric is a very important one, as it offers an indicator of the effectiveness of your tweets to drive traffic to your website, which is the first step toward getting a lead or, even better, a sale.</p><p>PS: This Twitter metric is displayed in the native app under the Engagement section.</p><h2 id="6impressions">6. Impressions</h2> <a name="impressionsmetric"></a><p>The Twitter impressions metric indicates how many times your posts were seen by the platform's users, including multiple views from the same person.</p><p>This type of Twitter analytics data offers insights into the type of content that the platform's algorithm considers to be of most interest to your Twitter audience, therefore displaying it multiple times in the users' feeds. </p><p>Seeing your content repeatedly will help your brand to become top of mind when your followers on Twitter are in need of the kind of products or services your business is providing. </p><p>If this particular metric is of interest to you, then we have some good news. Within Socialinsider, you have access to an extended list of KPIs related to impressions, such best time to post by impressions or impressions evolution. </p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/impressions-twitter-metric.webp" class="kg-image" alt="impressions twitter metric displayed in socialinsider's dashboard" loading="lazy" width="1260" height="553" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/impressions-twitter-metric.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/impressions-twitter-metric.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/impressions-twitter-metric.webp 1260w" sizes="(min-width: 720px) 720px"></figure><div class="content-signup-cta-blue" text="contentSignup"></div> <br><h2 id="7videoviews">7. Video views</h2> <a name="videoviews"></a><p>We all know that videos speak louder than words. Well, it is actually “a picture is worth a thousand words”, but you get the point.</p><p>With the growing popularity of videos on <a href="https://www.socialinsider.io/blog/tiktok-vs-reels-vs-shorts/">TikTok, YouTube Shorts, and Instagram Reels</a>, Twitter needs to step in, and marketers started using this type of content more.</p><p>Video views measure how many people have seen your native video content when uploaded to Twitter. This Twitter metric is available within the platform's native analytics feature. </p><p>The video view metric on Twitter can tell you a lot about how your followers perceive your videos. A video view counts when at least 50% of the video is displayed on a user’s screen and played for a minimum of 2 seconds.</p><p>Some social media specialists claim that this metric is not always relevant since it does not guarantee that the Twitter user has seen your entire video and received the whole message you wanted to forward. </p><p>That is why Twitter also offers other Twitter video metrics like views to 25%, 50%, 75% and 100% of the video length.</p><p>Here is when we start talking about video retention rate.</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/twitter-video-metrics.webp" class="kg-image" alt="twitter video metrics" loading="lazy" width="1260" height="624" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/twitter-video-metrics.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/twitter-video-metrics.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/twitter-video-metrics.webp 1260w" sizes="(min-width: 720px) 720px"></figure><ul> <li> <h3 id="videocompletionrate">Video completion rate</h3> </li> </ul> <a name="videocompletion"></a><p>The video completion rate metric (as seen in the image above) on Twitter tracks how many of your followers have seen your videos entirely. This KPI is available within Twitter's native analytics app.</p><p>An analysis of this Twitter metric will indicate how effective your current video strategy is and provide insights on how long your videos for Twitter should be.</p><h2 id="8hashtagperformance">8. Hashtag performance</h2> <a name="hashtagperformance"></a><p>Hashtags are important elements in the social media world. They help social media users discover campaigns or brands' values. Therefore, when leveraging Twitter marketing, your hashtag choice will be relevant to your brand identity. </p><p>To make sure you optimize your content strategy to the fullest, your hashtag choice should be based on a performance analysis. </p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/hashtag-performance-metrics.webp" class="kg-image" alt="hashtag performance metrics" loading="lazy" width="1260" height="452" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/hashtag-performance-metrics.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/hashtag-performance-metrics.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/hashtag-performance-metrics.webp 1260w" sizes="(min-width: 720px) 720px"></figure><p>Hashtags performance metrics will show you how much different hashatgs have contributed to your brand recognition. For example, some users on Twitter might know you by some hashtags that become like a cool trademark for your business.</p><p>Consider using the ones that performed better and see what you can do about those hashtags that didn’t really attract followers. Twitter hashtags help you appear in more page results when you have a relevant profile.</p><h2 id="9besttimetopost">9. Best time to post</h2> <a name="besttime"></a><p>Identifying your optimal posting schedule is crucial for the success of your marketing strategy. Your best time to post is influenced by your target audience - meaning where your ideal followers are located.</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/03/best-time-to-post-twitter.webp" class="kg-image" alt="best time to post twitter metric" loading="lazy" width="1260" height="457" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/03/best-time-to-post-twitter.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/03/best-time-to-post-twitter.webp 1000w, https://www.socialinsider.io/blog/content/images/2024/03/best-time-to-post-twitter.webp 1260w" sizes="(min-width: 720px) 720px"></figure><p>Gaining insights on this kind of Twitter data will help you improve your Twitter performance and get better numbers for all your other KPIs. </p><h2 id="10costperresultscpr">10. Cost Per Results (CPR)</h2> <a name="CPRmetric"></a><p>If, until now, we've only talked about metrics related to organic content, it's time to take a look at a metric that can give you insights into Twitter advertising.</p><p>The best Twitter metric to measure your campaign success when setting up a Twitter advertising campaign is called Cost Per Results, also known as CPR.</p><p>CPR is an overview metric that it's a bit more telling than engagements or impressions.</p><p><strong>The Cost Per Results is calculated as the average cost of each relevant action that a user takes on one of your Twitter ads. </strong></p><p>By running Twitter ads, you can reach your marketing and business goals quicker, and with the help of the CPR metric, you'll know which campaign is cost-effective.</p><p>If you discover that the CPR is higher than it should be in your Twitter ad campaign, then you'll probably need to make some adjustments.</p><h2 id="11costpermillecpm">11. Cost Per Mille (CPM)</h2> <a name="CPMmetric"></a><p>Cost-per-mille or cost per a thousand impressions, known also as CPM, helps you identify the amount of money you need to pay for 1,000 impressions. </p><p>This useful Twitter metric offers you insights about how much your ad campaign costs and what are the results of your paid efforts. </p><p>A marketing strategy that includes social media ads can really boost your brand’s potential.</p><p>And when the ad content is good, the followers will…well, follow. Make sure that when they see your ad, they will not go past it. If there is something that appeals to them, Twitter users will become curious.</p><p><strong>Final thoughts</strong></p><p>There you have it! A comprehensive list of Twitter metrics that can help you evaluate your Twitter performance.</p><p>Still, there is always more to include, especially if you’re a heavy user of Twitter advertising.</p><p>You should know by now that using Twitter as part of your social media strategy offers many business benefits.</p><highlight><h2 id="faqsabouttwittermetricsdata">FAQs about Twitter metrics data</h2> <p><strong>#1. How are Twitter metrics divided?</strong></p><ul><li>Content metrics</li><li>Audience data</li><li>Video activity</li></ul><p>One of the great advantages of leveraging a third-party analytics tool like Socialinsider to access your Twitter metrics is that it also offers <a href="https://www.socialinsider.io/blog/competitive-insights/">competitive insights</a>, altogether with <a href="https://www.socialinsider.io/blog/social-media-benchmarks/">social media industry benchmarks</a>. </p><p><strong>#2. Does Twitter provide reach metrics?</strong></p><p>On Twitter, reach refers to the number of unique individuals who have seen your tweet. You can calculate it by dividing the number of impressions by the number of followers and then multiplying your results by 100.</p><p><strong>#3</strong>. <strong>How is Twitter's engagement measured?</strong></p><p>For its engagement formula, Twitter takes into consideration all clicks anywhere on the post (including links, avatar, username, post expansion and hashtags), altogether with any repost, replies, follows and likes.</p><p>Important to note is that some interactions weigh more than others, as follows:</p><ul><li>each like gets a 30x boost;</li><li>each retweet gets a 20x boost;</li><li>each reply gets a 1x boost.</li></ul></highlight> <div class="signup-cards signup-analytics col-12 d-flex align-items-stretch justify-content-start"> <div class="content-signup-icon d-flex align-items-center justify-content-center col-xs-4"> <figure class="options"> <picture> <img srcset="/blog/assets/images/cta_img.svg?v=1fb7cfaa77 " src="/blog/assets/images/cta_img.svg?v=1fb7cfaa77" class="img-fluid ls-is-cached lazyloaded" alt="Analyse social media performance" style="margin: 0; box-shadow: none " /> </picture> </figure> </div> <div class="content-signup-text d-flex flex-column justify-content-between col-xs-8 col-md-6"> <h3 class="head-content-signup-card">Analyze your social media performance and benchmark competitors!</h3> <button class="button-content-signup-card" onclick="parent.open('https://app.socialinsider.io/signup?utc_source=LinkedIn%20Benchmarks%20-%20Engagement%20and%20Content%20%7C%20Socialinsider&utc_campaign=content&utc_medium=blog'); _trackIntercom('start_14_free_trial','blog_inline')"> <span> Free 14-day trial</span> </button> </div> </div> </article> <div id="about-author" style="text-align: center; background-color: #fafafa;"> <div class="author-image" style="border: none;"> <img style="max-width: 120%; box-shadow: none;" src="/blog/content/images/size/w300/2022/10/elena-cucu-.png" loading="lazy" alt="Elena Cucu"> </div> <div class="author-info"> <h4 class="author-name align-center"><a href="/blog/author/elena/">Elena Cucu</a></a></h4> <p class="author-bio">Content & SEO Manager @ Socialinsider with 8 years of experience in marketing. 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