Who reads your tweets?
Twitter has announced that its analytics dashboard is now available to all – allowing every user to see impression and engagement data for their tweets in real time.
The organic tweet analytics dashboard was initially launched on 11 July 2014, but was available only to advertisers, verified users, and Twitter Card publishers.
Now, the service has been unlocked for any user tweeting in English, French, Spanish or Japanese, with an account more than 14 days old. Analytics data is displayed for any tweets posted after first logging in to the service.
Twitter front end engineer Ian Chan announced the roll-out yesterday, tweeting:
Absolutely thrilled to open up access to http://t.co/wcU6oj9hFM to EVERYONE. Check it out, and let us know what you think!
— Ian Chan (@chanian) August 27, 2014
What does the dashboard do?
Back in July, Twitter said:
“On Twitter, nothing comes between your Tweets and your followers. The Tweet activity dashboard can help you create content that resonates most with these followers, who have the ability to amplify your brand’s message even further through actions like a Retweet, mention or reply.”
To facilitate this, Twitter Analytics displays:
- Impressions – total number of times the tweet has been seen
- Total Engagements – including all interactions and clicks anywhere on the tweet – and Engagement Rate
- Engagements over the last 28 days broken down into link clicks, retweets, favourites and replies
- Detailed engagement data for each tweet, broken down by type
- A second tab of Follower data, including interests, location, gender and who followers also follow
Daniel Nolan, managing director at theEword, commented: “From a general user’s perspective this data will of course be very interesting. However, Twitter Analytics could prove extremely useful for small businesses and bloggers. Like any analytics programme, it enables you to learn from successful or not-so-successful decisions, and ultimately better understand your audience and what they want.”