According to Semrush Open Trends<\/a>, it\u2019s also among the world\u2019s Top Ten most visited websites.<\/p>\n Despite increasing competition from new platforms like TikTok and Clubhouse, Twitter (X) is still steadily growing its audience.<\/p>\n By Q3 2021, it had reached 211 million monetizable daily<\/strong> active users (mDAU) and shows no signs of stopping.<\/p>\n Thanks to this constant growth, Twitter (X) now has an advertising reach of 436 million people worldwide, including as much as 50% of the population<\/strong> in Japan and Saudi Arabia and over 20% of people in the US, UK, and Canada.<\/p>\n Twitter (X) is, in fact, becoming increasingly important<\/strong> for marketers.<\/p>\n In the B2B niche, 70% of marketers<\/a> say that they plan to increase investment in Twitter (X) in 2025.<\/p>\n All of which makes it very clear that your Twitter (X)\u00a0 presence matters, so Twitter (X) analytics \u2013 tracking and analyzing the performance of your activity on the platform \u2013 should not be ignored.<\/p>\n This will help you to know:<\/strong><\/p>\n Of course, there are shedloads of analytics tools that gather and crunch metrics for you.<\/p>\n Your starting point should be Twitter (X) Analytics<\/a>, the platform’s proprietary reporting tool and one of the most widely used Twitter management tools <\/a>for performance tracking.<\/p>\n It\u2019s one of the most comprehensive social media analytics<\/strong> tools<\/strong> available, offering graphs, dashboards, metrics, and visualizations for both organic tweets and Twitter (X) ads.<\/p>\n You can \u2013 and should \u2013 take advantage of these tools, but like all analytics, if you have no context, all you have is a pile of numbers.<\/p>\n You need to know which are the most important metrics to track, how to track them, and what that data means for your business.<\/p>\n There are essentially three types of Twitter (X) analytics, all available via your dashboard:<\/strong><\/p>\n However, you have to understand which kind of metric you are looking at and what the implications are because Twitter (X) won\u2019t necessarily make that easy on you if you aren\u2019t familiar.<\/p>\n That\u2019s why we\u2019ve gathered 10 Twitter (X) metrics to track for marketers, together with bonus best practices<\/strong> to boost them higher.<\/p>\n Your Top Tweets are based on tweet-level analytics, as you can guess from the name, but when you look at your dashboard\u2019s monthly recaps, it aggregates the posts that drove the most impressions and engagement.<\/p>\n From there, you can click on each individual tweet to expand the data for a detailed look<\/strong> at how many link clicks, profile clicks, detail expansions, impressions, responses, and more each one received.<\/p>\n Bear in mind that having \u201ctop tweets<\/strong>\u201d is not an achievement in and of itself \u2013 every account has top tweets. It\u2019s what you do with the information that counts.<\/p>\n You should check your top tweets over several months, to check if they are steadily gathering more impressions and engagements over time, or if the trend is pointing downwards and you need to make changes.<\/p>\n Use Top Tweets to understand audience preferences.<\/p>\n For example, looking at your top tweets over the past four to six months can reveal patterns or trends.<\/p>\n Pay close attention to which formats, length of tweets, topics, times of day, mention types, or media attachments perform the best.<\/p>\n Apply that data when choosing the issues, timing, and voice of your next tweets.<\/p>\n To take an even more granular look at your top tweets, like comparing the ones that received the most retweets with those that got the most clicks, likes, and comments, you can use Social Champ<\/a>.<\/p>\n Your top tweets should also be the first ones that you pay to promote. Social Champ\u2019s Recycle function<\/a> makes it easy to recycle your top tweets to drive even more interest and engagement.<\/li>\n<\/ol>\n Analyze all your Twitter (X) metrics with a unified dashboard on Social Champ. Free 14-Day Trial<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n While Profile Views are among the Twitter (X) metrics available on your monthly analytics as a profile-level aggregate, Profile Clicks are a tweet-level metric that reveals how many times someone clicked through to your Twitter (X) profile from one of your posts.<\/p>\n Every profile click represents a viewer who found your content interesting<\/strong> enough to convince them to learn more about you and your business.<\/p>\n The truth is, other than running ads or posting more compelling content and tagging individuals who were involved in it; there\u2019s little you can do to boost profile clicks.<\/p>\n The tweets you post should always cover a wide range of interesting topics, each of which should present your business or personal brand as a source of valuable content.<\/p>\n If you focus only on driving people to click on your profile, you\u2019ll risk ending up posting self-serving content<\/strong> that interests no one.<\/p>\n However, what you can do is make the most of profile clicks whenever they occur.<\/p>\n For example, maximize each profile click by offering visitors a bio link microsite link within your profile. This takes them to a landing page all about you, with your own branding, color schemes, etc.<\/p>\n Lightricks\u2019s Link in Bio<\/a> tool makes it easy to build an appealing Link in Bio<\/a> page<\/strong> that encourages people to follow you on other platforms, check out your website, subscribe to your email newsletter or whatever else you like.<\/p>\n With a Link in Bio, you can make much better use of the limited space that Twitter (X) allows you, and convert more profile clicks into follows, subscriptions, and sales.<\/li>\n<\/ol>\n The Mentions metric shows how many times you were mentioned in other people\u2019s tweets.<\/p>\n Like so many Twitter (X) metrics, Twitter (X) mentions could be either positive or negative, depending on whether you\u2019ve gone viral for a slip-up<\/strong>\u00a0or for exceeding expectations.<\/p>\n Your Twitter (X) Analytics homepage shows your top mention for each month.<\/p>\n If you click on the metric, you can check all the times you were mentioned in the past 28 days to make sure you haven\u2019t missed anything recently.<\/p>\n It\u2019s important to keep track of this metric<\/strong> so you can respond quickly.<\/p>\n If you\u2019ve gone viral for something negative, you\u2019ll want to react fast to minimize the damage, while if it\u2019s for something positive, you want to boost the tweet further to capitalize on the momentum that\u2019s already begun.<\/p>\n Brands that reply swiftly to mention deliver better customer service because they create a reputation for caring about their customers, so that\u2019s another reason to watch your mentions.<\/p>\n Just as importantly, keeping an eye on Twitter (X) mentions means that you\u2019ll be well placed to stop any negative feedback as early as possible before it snowballs into a reputational disaster.<\/p>\n That\u2019s why many businesses don\u2019t like to rely on Twitter (X) Analytics for this metric.<\/p>\n Instead, you can use a social listening tool<\/a> like Twilert <\/a>that sends notifications whenever your brand name, Twitter (X) handle, or branded hashtags are mentioned.<\/li>\n<\/ol>\n A tweet-level metric, link clicks, shows how many times someone clicked on a link within your post.<\/p>\n It appears on the Tweets page of Twitter (X) analytics.<\/p>\n Link clicks reveal whether the viewer found your content interesting enough to click through and read more.<\/p>\n This is important if you\u2019re sharing links to your own website, blog posts, or other media presences.<\/p>\n It can be a useful way to A\/B test captions and headlines, by sharing the same link with different copies each time.<\/li>\n<\/ol>\n Effortlessly schedule and analyze your tweets in bulk with trending hashtags and mentions using Social Champ’s Bulk Upload feature. Free 14-Day Trial<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n Follower Growth shows how many followers you have now, how much that number has changed in the last 30 days, and how many new followers you received per day.<\/p>\n It\u2019s a profile-level metric that helps you measure whether you\u2019re growing your audience by adding more followers.<\/p>\n It can also tell you if your audience is shrinking and you need to change things up in your Twitter (X) marketing<\/a> strategy.<\/p>\n A similar Twitter (X) metric, New Followers, is available for tweet-level reporting<\/strong>\u00a0to help you correlate different types of posts with their impact on your following.<\/p>\n With Follower Growth, you can either look at the number you gained or lost over the past 30 days on the analytics page itself or calculate follow rates for yourself over a different period.<\/p>\n The Follower Growth metric is useful to look for identifying trends.<\/p>\n Keep an eye on Follower Growth to see if you regularly get more new followers on a certain day of the week or whether follower levels jump in response to specific types of tweets.<\/p>\n Once you identify these patterns, double down on the winning triggers to boost your profile\u2019s influence even higher.<\/p>\n Hopefully, your follower count will increase naturally as you share more interesting content, but you can also ask for a follow periodically.<\/p>\n Ideally, you\u2019ll ask at specific times, like on Fridays for #FollowFriday, or if you\u2019re close to a specific number goal, like if you\u2019re at 987 followers and want help topping 1,000. Just don\u2019t request follows too often because it can get annoying.<\/li>\n<\/ol>\n Top Follower is another key metric for Twitter (X) , which you\u2019ll find on the Twitter (X) Analytics homepage.<\/p>\n It shows which of your new followers each month has the biggest number of followers themselves rather than the follower who engages the most.<\/p>\n Being able to identify your Top Follower can be powerful.<\/p>\n Once you know which followers have the highest potential reach, you can adjust your Twitter (X) strategy accordingly.<\/p>\n For example, make sure to thank Top Followers for the following so that their audience will see it and, hopefully, follow their example.<\/p>\n You can also look for reasons to tag Top Followers in future tweets<\/strong>\u00a0to boost your reach and help your posts appear before more eyes.<\/li>\n<\/ol>\n Impressions is a basic but important tweet-level metric that tells you how many times a given tweet was seen.<\/p>\n It serves as a way to measure brand awareness.<\/p>\n The trend of Impressions may be more important than precise numbers; pay attention to whether you\u2019re steadily gaining or losing on Impressions.<\/p>\n Compare Impressions against your Twitter (X) engagement<\/a> metrics to see what percentage of viewers are engaging with your content, which tweets are the most interesting, and what topics most appeal to your audience.<\/p>\n Tweets that receive the most impressions are best suited for repurposing to other channels<\/strong> \u2013 if a topic performs especially well then it may even warrant exploring in a new blog article.<\/p>\n You can see how many total impressions you\u2019ve gained each month on your homepage or view impressions over time and per tweet by clicking through to the Tweets area.<\/li>\n<\/ol>\n Media Views is a metric that tracks how many people saw the media that you posted on Twitter (X).<\/p>\n Although it\u2019s called \u201cMedia Views<\/strong>,\u201d it actually refers only to videos and gifs.<\/p>\n Twitter (X) counts it as a \u201cview\u201d if at least 50% of the media<\/strong> is visible on the screen for at least two seconds, which might happen automatically when someone\u2019s scrolling.<\/p>\n As a result, it\u2019s not a very meaningful metric when taken on its own, but it can be valuable when you combine it with other metrics and\/or use the information it gives you correctly.<\/p>\n The Media Views metric helps you identify your most successful videos and determine which length is preferred.<\/p>\n Use it as an intent signal to serve up ads<\/a> only to leads who have qualified themselves by watching a certain percentage of your videos.<\/p>\n For example, you can combine video views with other Twitter (X) audience targeting parameters to serve up ads to people who have watched 25%, 50%, 75%, <\/strong>or 100%<\/strong> of a video.<\/li>\n<\/ol>\n Twitter (X) counts an \u201cEngagement\u201d as any time that someone pauses to react to your tweet, whether that\u2019s a like, reply, retweet, follow from a tweet, link click, media expansion, etc.<\/p>\n Check Twitter\u2019s full list of engagements<\/a> tracked. Twitter (X) shows engagements and engagement rates over the past month for your account<\/strong> as a whole and for each tweet individually.<\/p>\n Twitter (X) engagement metrics matter, because if someone paused at \u2013 or interacted with \u2013 your tweet, that means they found it interesting.<\/p>\n Tracking this can help you work out what they found interesting about it, so you can encourage more engagements, more often.<\/p>\n Engagement Rate goes hand in hand with engagements in general since it measures the number of engagements relative to the number of impressions.<\/p>\n It\u2019s meaningful because it tells you your tweet sparked an opinion or comment.<\/p>\n Bear in mind, though, that a high engagement rate could be negative if you\u2019ve gone viral for the wrong reasons, and a low engagement rate could be positive if your tweet was informative and worth reading \u2013 but didn\u2019t compel anyone to comment for example.<\/p>\n Boosting engagement is a tricky task.<\/strong><\/p>\n You can do it by responding to other people\u2019s tweets, retweeting them, or mention-tagging people in a tweet that you think will interest them.<\/p>\n The judicious use of hashtags is also an effective way to draw the attention of people who you think will respond. Even on Twitter (X), posts with images and videos drive more engagement than those without.<\/p>\n\n
Short Summary<\/h2>\n
\n
The Twitter (X) Metrics That Matter Most<\/h2>\n
\n
\n
Top Tweets<\/h3>\n
![\"Social](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/Social-Champ-Feature.avif\" "\\"\\"")
![\"\"](\"https:\/\/www.socialchamp.com\/wp-content\/uploads\/2024\/07\/Calendar-v2.png\" "\\"\\"")
<\/div>\n
\n<\/strong><\/p>\n\n
Profile Clicks<\/h3>\n
![\"Profile](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/Profile-Clicks.avif\" "\\"\\"")
\n
Mentions<\/h3>\n
\n
Link Clicks<\/h3>\n
![\"Tweet](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/Tweet-Analytics.avif\" "\\"\\"")
<\/div>\n
\n<\/strong><\/p>\n\n
Follower Growth<\/h3>\n
![\"Elon](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/elon-musk-tweet.jpg\" "\\"\\"")
\n
Top Follower<\/h3>\n
![\"Digiday](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/digiday-twitter-profile.jpg\" "\\"\\"")
\n
Impressions<\/h3>\n
\n
Media Views<\/h3>\n
![\"Media](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/Media-Views.avif\" "\\"\\"")
\n
Engagements and Engagement Rate<\/h3>\n
![\"Burger](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/burger-king-tweet-engagement-example.jpg\" "\\"\\"")
![\"Cost](\"https:\/\/www.socialchamp.com\/blog\/wp-content\/uploads\/2022\/05\/Cost-Per-Result-.avif\" "\\"\\"")