Honestly, we like to think of analytics as your personal accountant, and soon you’ll see why.<\/p>\n\n\n\n
Key Metrics Provided by X\/Twitter Analytics<\/h2>\n\n\n\n
Both in-built and third-party analytics tools offer a list of metrics you can track. The exact set depends on the tool you’re using, but these key metrics will be found pretty much everywhere:<\/p>\n\n\n\n
- \n
- Impressions.<\/strong> This is when your tweet pops up in someone\u2019s feed. It tells you how many times people had the chance to see your post. It is something like the circulation of a newspaper but for your tweet;<\/li>\n\n\n\n
- Engagement.<\/strong> This covers everything people can do with your tweet: like it, reply, retweet, click your link, whatever. It shows how much your content is grabbing people\u2019s attention;<\/li>\n\n\n\n
- Engagement Rate. <\/strong>It\u2019s the ratio of total engagements to impressions. If you have a high engagement rate, it means your content is really hitting home;<\/li>\n\n\n\n
- Follower Growth and Unfollows.<\/strong> If you’re gaining followers and barely losing any, you\u2019re on the right track. If not, it\u2019s, unfortunately, time to rethink your content. Keep in mind, though, there are many nuances. For instance, Twitter sometimes purges inactive or bot accounts<\/a>, so you might lose a chunk of your followers overnight. And it doesn\u2019t necessarily reflect your content\u2019s success;<\/li>\n\n\n\n
- Demographics.<\/strong> Understanding your audience is step one when you start analyzing your profile. You\u2019ll get data on your followers\u2019 age, gender, and location.<\/li>\n<\/ul>\n\n\n\n
Let\u2019s say you find that a large portion of your audience is Gen Z (aged 18 to 24). They prefer short, dynamic, and visually appealing content. In this case, you should focus on tweets with memes, GIFs, or short videos, use modern slang, and stay on top of the latest trends.<\/p>\n\n\n\n
On the other hand, if you notice a lot of millennials following you, you might want to share more detailed, substantial content. They\u2019re likely to appreciate in-depth discussions, analytical pieces, and helpful tips, like interviews or how-tos. If your audience consists of business professionals, then focusing on industry insights, case studies, and data-driven content would be way more effective.
See, popular brands have clearly analyzed their audience and are posting for the younger segment:<\/p>\n\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image1-2.jpg\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image6-2-771x1024.jpg\")
<\/figure><\/div>\n\n\nNow, here\u2019s a Diia post for a completely different segment:<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image12.jpg\")
<\/figure><\/div>\n\n\nAnd check out how these same brands post for a slightly different segment of their audience:<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image18.jpg\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image11-783x1024.jpg\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image13.jpg\")
<\/figure><\/div>\n\n\nIn short, there\u2019s no universal formula to win over your audience. But when you start analyzing the data, you\u2019ll find the answer.<\/p>\n\n\n\n
As you can see, X Analytics isn\u2019t just about crunching numbers and staring at charts. It\u2019s a tool that brings you closer to your audience and helps you really understand what they\u2019re into and what they care about.<\/p>\n\n\n\n
Why Do You Need X\/Twitter Analytics Tools?<\/h2>\n\n\n\n
If you\u2019re in SMM<\/a> or digital marketing, you already know that data is everything. Without it, we\u2019re like blind kittens. X\/Twitter Analytic tool helps us take off the rose-colored glasses and see the reality of what\u2019s happening with our content and brand on this social network.<\/p>\n\n\n\n
Gaining Insights to Optimize Content<\/h3>\n\n\n\n
When you\u2019re creating content for X, you\u2019re not just posting for the sake of it, right? You need to understand what resonates with your audience. X\/Twitter analytics tool allow you to spot which tweets spark the most engagement and which ones go unnoticed.<\/p>\n\n\n\n
For example, you might discover that posts with short videos get 70% more engagement than text-only tweets. Your next move is probably to start investing more in video content.<\/p>\n\n\n\n
A great example of this is Target\u2019s<\/strong> profile on X (formerly Twitter). Fun, lighthearted discussions perform exceptionally well and drive high engagement levels:<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image3-2.jpg\")
<\/figure><\/div>\n\n\nOn the other hand, posts about donation support can\u2019t boast such impressive engagement numbers. Yes, they don\u2019t generate as much buzz, they play a very important role in building the brand\u2019s image.<\/p>\n\n\n\n
![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image16.jpg\")
<\/figure>\n\n\n\nMoreover, analytics can show you when your followers<\/a> are most active. Maybe your tweets get more engagement in the evening when people are winding down after work and scrolling through their feed. When you know this, you can schedule your posts to hit during peak activity times.<\/p>\n\n\n\n
You can also compare your own analytics with general data on the best times to post on X. However, there’s no guarantee your results will match those averages. It\u2019s always better to rely on your own data and truly understand your audience and their active hours.<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image9-2.jpg\")
<\/figure><\/div>\n\n\nTracking Brand Mentions and Managing Reputation<\/h2>\n\n\n\n
In the social networking space, reputation can change in an instant. Shouldn’t be a surprise for you. Someone leaves a negative review, starts a hate thread, or, vice versa, praises your product, and all of this impacts how your brand is perceived. Analytics tools allow you to monitor absolutely every mention of your brand or product in real time.<\/p>\n\n\n\n
Imagine this scenario: your service experiences technical issues, and users start complaining on Twitter. For some reason, Twitter has become a crisis management hub in recent years.
Thanks to analytics, you can immediately spot a spike in negative mentions and react quickly: issue an official statement, apologize, and provide an update on when the problem will be resolved. If it is handled correctly, this will defuse the situation.<\/p>\n\n\n\nThe key here is speed. You can\u2019t afford to jump into a negative situation weeks or even days later when it’s already blown out of proportion. Missing the early stages of a hate trend means losing control of the narrative.
Whole Foods probably has their analytics set up really well, given how they make those same-day, super-fast reactions to mentions of their brand in a negative light.<\/p>\n\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image8-1-741x1024.jpg\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image15.jpg\")
<\/figure><\/div>\n\n\nAdditionally, sentiment analysis helps you evaluate the overall mood of your audience toward your brand. This is a pretty important indicator that works well as a base for your strategic decisions in communication and marketing.<\/p>\n\n\n\n
Competitor Analysis<\/h3>\n\n\n\n
Don\u2019t forget about your competitors. You thought X\/Twitter analytics tools only let you track your own activity? Nope, that\u2019s not all. It\u2019s pretty important to monitor what they\u2019re up to as well: what topics they\u2019re covering, how their audience reacts, and what hashtags they\u2019re using. What works for your competitors might work for you too.<\/p>\n\n\n\n
Or, on the other side, if your competitors are all over one topic but ignoring another that\u2019s important to your audience, that\u2019s an opportunity for your business.<\/p>\n\n\n\n
Integration with Other Marketing Tools<\/h3>\n\n\n\n
Now let\u2019s get into the marketing hardcore. Modern analytics tools often integrate with CRM and email marketing software<\/a> helping you track and optimize the email marketing customer journey<\/a>, and other connected solutions.<\/p>\n\n\n\n
So you can create a unified data ecosystem. You can connect X\/Twitter analytics with sales, email campaigns, and on-site behavior.<\/p>\n\n\n\n
For example, imagine you\u2019re setting up trigger emails based on a user\u2019s interaction with your content on X. If someone\u2019s consistently liking and commenting on your tweets, it might be a super cool idea to send them a personalized offer or a discount.<\/p>\n\n\n\n
Not many people want to get that deep into analytics, but if you ever want to, you\u2019ll have the option!<\/p>\n\n\n\n
Using Marketing Metrics and KPIs<\/h3>\n\n\n\n
And now, a few more metrics that are especially relevant for everybody putting budget into Twitter:<\/p>\n\n\n\n
- \n
- ROI (Return on Investment). <\/strong>Shows how effective your Twitter campaigns are in terms of returns;<\/li>\n\n\n\n
- CAC (Customer Acquisition Cost).<\/strong> The cost of acquiring a customer through Twitter;<\/li>\n\n\n\n
- LTV (Lifetime Value).<\/strong> The expected profit from a customer over their entire relationship with your brand.<\/li>\n<\/ul>\n\n\n\n
As you\u2019ve probably realized by now, Twitter analytics tools can be optional for some. If it\u2019s a personal account without any big growth goals and you just want to enjoy posting without expecting much in return, that\u2019s one thing. But for those who want their account to grow quickly, analytics isn\u2019t optional, it\u2019s a must-have for effective social media marketing<\/a>.<\/p>\n\n\n\n
Built-In Twitter Analytics<\/h2>\n\n\n\n
Let\u2019s see what X itself offers in terms of analytics. Built-in analytics is the first tool many marketers and SMM specialists turn to when they need quick insights into their activity on the platform. While pros usually don\u2019t stop there, for casual users with a smaller audience, this tool might actually be enough.<\/p>\n\n\n\n
Twitter provides a basic yet functional analytics tool right within its interface. A few metrics are visible directly under each post, but if you need more than just the bare minimum, you\u2019ll have to get a paid subscription.<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image5-1.jpg\")
<\/figure><\/div>\n\n\nGot paid access? Head over to the “Analytics” section, and here are the key metrics you\u2019ll find there:<\/p>\n\n\n\n
- \n
- Tweet Impressions;<\/li>\n\n\n\n
- Engagements;<\/li>\n\n\n\n
- Engagement Rate;<\/li>\n\n\n\n
- Audience Data.<\/li>\n<\/ul>\n\n\n\n
The interface is user-friendly, and you can easily track your metrics over different time periods. But in the basic version, you\u2019re limited to a 28-day view. It\u2019s enough for smaller accounts to respond to changes and adjust their content strategy within a month.<\/p>\n\n\n\n
Advantages and Limitations<\/h3>\n\n\n\n
The main advantage of built-in analytics is its accessibility and simplicity. And the fact that it\u2019s, well, built-in. No need to run around using other tools, transferring or syncing data, and wasting time. It doesn\u2019t require any extra setup or integrations. It\u2019s the perfect option for quick monitoring and getting key performance indicators.<\/p>\n\n\n\n
But of course, like any basic solution, there are some limitations. Built-in analytics provides a limited amount of data and functionality.<\/p>\n\n\n\n
For example, you get limited audience data. It\u2019s general information without deep segmentation.<\/p>\n\n\n\n
And forget about advanced metrics. If you\u2019re looking to do sentiment analysis, track the customer journey, or build conversion funnels, this isn\u2019t the tool for you, and you\u2019ll need to look for something more advanced.<\/p>\n\n\n\n
Can you do a competitive analysis? Nope. The built-in tool doesn\u2019t let you compare your metrics with those of your competitors.<\/p>\n\n\n\n
If you want to do more detailed analysis in other systems, exporting data could be tricky. There aren\u2019t many format options available for exporting data either.<\/p>\n\n\n\n
Who Is Built-In X\/Twitter Analytics For?<\/h3>\n\n\n\n
Built-in X\/Twitter analytics is perfect for small and medium-sized businesses that are just starting out on social media and want to get just a grasp of the very basic performance metrics.<\/p>\n\n\n\n
It\u2019s also a solid option for individual specialists and freelancers who need to quickly assess the results of their efforts and don\u2019t want to get into complex tools.<\/p>\n\n\n\n
Surprisingly, even larger brands on X can benefit from built-in analytics. For example, it works well for monitoring short-term campaigns. If you\u2019re running something small like a promotion or a hashtag campaign, built-in analytics can quickly track audience reactions.<\/p>\n\n\n\n
Say you own an online clothing store and decide to run a limited-time offer. You tweet out a promo code and use built-in analytics to see how the audience responds. It will show you how many times the tweet was shown to users, how many people interacted with it (liked, retweeted, or clicked the link), and when the peak engagement occurred. For many, this can be more than enough to gather the most important data and get how successful the campaign was.<\/p>\n\n\n\n
Twitter\u2019s built-in analytics is a great starting point for understanding basic metrics. It\u2019s easy to use and doesn\u2019t require extra resources. However, if you\u2019re aiming for deeper analysis or planning large-scale marketing campaigns, we\u2019ll cover some more advanced tools for that in the next section.<\/p>\n\n\n\n
5 Best X\/Twitter Analytics Tools<\/h2>\n\n\n\n
Why do so many marketers and brands choose third-party tools for Twitter analytics? The thing is, while X\u2019s built-in analytics is helpful for basic understanding, it doesn\u2019t always provide the depth and flexibility needed for large-scale and detailed marketing strategies.<\/p>\n\n\n\n
Third-party services offer more advanced features, integration with other platforms, and deeper metrics. As a result, SMM pros can make better-informed decisions, create more precise campaigns, and improve their planning. In short, think of built-in analytics like taking the bus to work, while pro tools are like riding in a Bentley with a personal driver.<\/p>\n\n\n\n
Twilert<\/h3>\n\n\n\n
Twilert<\/a> is one of our favorites and a tool for advanced search and monitoring on Twitter. Sometimes (well, let\u2019s be real, often<\/em>) the standard search features don\u2019t meet your needs. You get a lot of irrelevant stuff cluttering the results. X (Twitter) is notorious for this.<\/p>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image7-2.jpg\")
<\/figure><\/div>\n\n\nTwilert gives you way more flexibility. You can create complex search queries using Boolean operators, filter results by location, language, and other parameters.<\/p>\n\n\n\n
The tool sends you regular reports via email (so you don\u2019t have to constantly check Twitter). Twilert is perfect for tracking niche topics, local events, or specific keywords that are critical to your business<\/a>. Definitely something for SMM pros to keep in mind.<\/p>\n\n\n\n
Hootsuite Analytics<\/h3>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image14.jpg\")
<\/figure><\/div>\n\n\nLet’s start with Hootsuite<\/a> and it’s more than just an analytics tool. That’s quite a start! It’s a complete social media management platform. The integration with social media management allows you to schedule posts, track interactions, and analyze content performance all in one place. This is especially handy for brands active on multiple platforms who want to centralize their operations.<\/p>\n\n\n\n
Hootsuite\u2019s analytics section provides deep insights into your X account\u2019s metrics. You can set up custom reports and track key stats like engagement, audience growth, link clicks, and much more.<\/p>\n\n\n\n
The best part about Hootsuite is that you can compare how different types of content perform and what publishing times work best. We love it because it even lets you run A\/B testing right within the platform.<\/p>\n\n\n\n
Sprout Social<\/h3>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image10-2.jpg\")
<\/figure><\/div>\n\n\nSprout Social<\/a> stands out from the rest on our list with its powerful analytics and reporting capabilities. The platform provides very (even very-very) detailed reports so you can understand how your audience interacts with your content. As usual, you can track engagement metrics, analyze hashtags, and get data on which topics generate the most buzz. Classic features, done right.<\/p>\n\n\n\n
One of Sprout Social\u2019s key features is its team collaboration tools. If you work in a team, the platform allows you to assign tasks, designate responsibilities, and track progress. This makes communication easier and ensures the team stays on the same page.<\/p>\n\n\n\n
By functioning as a business chat solution<\/a>, it becomes a top pick for SMM agencies.<\/p>\n\n\n\n
Plus, it integrates with CRM systems and other tools, so Sprout Social can function as a hub for managing client relationships and marketing campaigns.<\/p>\n\n\n\n
TweetDeck<\/h3>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image4-2.jpg\")
<\/figure><\/div>\n\n\nTweetDeck<\/a> is… drumroll please… a free tool. It\u2019s officially owned by X and offers enhanced real-time monitoring features. Don\u2019t expect deep analytics here, but TweetDeck is loved for its ability to track multiple streams simultaneously. You can set up columns to follow mentions, hashtags, lists, or even specific users\u2019 activities.<\/p>\n\n\n\n
For SMM specialists and marketers, it\u2019s a great way to keep tabs on what\u2019s happening around your brand in real time. For example, if you\u2019ve launched a new campaign or are trying to recover from a viral hate thread, you can monitor everything as it unfolds and jump in with immediate engagement.<\/p>\n\n\n\n
Mention<\/h3>\n\n\n
\n![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/image17.jpg\")
<\/figure><\/div>\n\n\n
- CAC (Customer Acquisition Cost).<\/strong> The cost of acquiring a customer through Twitter;<\/li>\n\n\n\n
- Engagement.<\/strong> This covers everything people can do with your tweet: like it, reply, retweet, click your link, whatever. It shows how much your content is grabbing people\u2019s attention;<\/li>\n\n\n\n
![\"\"](\"https:\/\/twilert.com\/wp-content\/uploads\/2019\/09\/SocialPilot.jpg\")
<\/figure><\/div>\n\n\n