This guide will walk you through how to use X analytics, which metrics to track, and how you can leverage them to improve your brand\u2019s strategy on the platform.<\/p>\n
What are X (Twitter) analytics?<\/h2>\n
X (Twitter) analytics provide essential data to measure your brand\u2019s effectiveness on the platform. On the native analytics dashboard, you can see how your brand\u2019s posts are performing and how your account is doing overall. It tracks impressions, engagement rate<\/a>, profile visits, new followers, and other social media metrics for your account.<\/p>\n Pay close attention to these metrics, and adjust your strategy based on your learnings if you want your account to not only grow but reach its target audience and make an impact.<\/p>\n One of the biggest changes to X (Twitter) since its rebrand is that only Premium users<\/a> can access analytics. There are two tiers of Premium membership available for companies: $2,000 annually for Basic, and $10,000 for Pro.<\/p>\n Another change: The platform now offers more sophisticated real-time monitoring and sentiment analysis while providing less regular public disclosure about user metrics.<\/p>\n Overall, social media marketers can still access robust, integral data that shows what\u2019s resonating with their audience on X, allowing you to better target your ideal customers and evaluate your content performance.<\/p>\n In order to take advantage of analytics on X (Twitter), you\u2019ll need to understand the basics of how to access it for your brand. Here\u2019s a quick cheat sheet to make sure you and your team get in easily:<\/p>\n Users without Premium accounts can get analytics on individual tweets through the X (Twitter) mobile app. More holistic data is not available on mobile.<\/p>\n Below is a breakdown of the most important metrics that are native in X (Twitter) analytics and via third-party analytics tools to track where your brand\u2019s posts are hitting and missing.<\/p>\n X impressions are the number of times your tweet has been viewed across the platform, including retweets. Impressions essentially count eyeballs and give you an idea of how many people you\u2019re potentially reaching. It\u2019s a crucial metric for brand awareness.<\/p>\n Remember:<\/p>\n These metrics show what your audience is responding to from your content. Use an integrated social media marketing platform<\/a> to help track these, especially mentions, so that you can easily and quickly identify when users are talking about your brand and respond right away \u2013 including with a built-in AI composer<\/a> or another automated tool.<\/p>\n Engagement rate<\/a> is calculated by dividing the number of actions taken on your tweets or account by the number of impressions. So, if you have 1,000 impressions and 20 likes, replies, link clicks, new followers, and mentions, that\u2019s a 2% engagement rate.<\/p>\n Profile visits and CTA clicks help validate the overall impact of your X brand account. For example, if you have a post with a high number of impressions but a low engagement rate and corresponding profile visits, that can tell you that you\u2019re reaching an <\/em>audience, <\/em>but you\u2019re not reaching your target <\/em>audience. Conversely, a post with lower impressions but higher numbers of link clicks and profile visits can be more valuable than other posts with further reach.<\/p>\n To get a better understanding of how your brand\u2019s audience is developing over time, look at follower growth. Follower growth shows how your X (Twitter) following has increased (or decreased) over time, and how many new followers you\u2019ve acquired. Notice unusual spikes or anomalies? Revisit your activity on those days to determine the cause.<\/p>\n These are the X (Twitter) metrics that will help you understand your paid efforts. The results metric indicates how many users take actions that align with your campaign objectives. It\u2019s an essential way to determine whether an ad is delivering on your objective.<\/p>\n Setting the right objective is the cornerstone for measuring your cost per result (CPR). It\u2019s an average of how much you pay for each action a user takes after seeing an ad. If that particular action isn\u2019t taken, you won\u2019t be charged.<\/p>\n Finally, conversions show how many people perform a desired action outside the X (Twitter) sphere after viewing and engaging with your ad. Use conversions to measure which campaigns drive actions such as site visits, sign-ups, and purchases.<\/p>\n In 2024, brand activity declined on X (Twitter), as the platform saw decreases in active profiles, ad spending, and overall engagement<\/a>. The number of active brand profiles shrank across all regions, with the steepest declines in North America and Europe. Many major brands significantly reduced activity, including ad spend.<\/p>\n While X (Twitter)\u2019s declining activity may concern you and your team, the platform may be right for you for targeting highly specific audiences<\/a> or leveraging its trending content format. If your audience is on the platform, charge ahead. Check out Emplifi\u2019s social media benchmarks report <\/a>to learn more about how to evaluate X (Twitter) for your brand.<\/p>\n Your X (Twitter) analytics can be a goldmine of data, but how do you translate that into helpful information for your overall marketing strategy?<\/p>\n The difference between brands that struggle on X and those that dominate? Data-driven decisions.<\/p>\nHow have X (Twitter) analytics changed over time?<\/h2>\n
How do you access X (Twitter) analytics on desktop and mobile?<\/h2>\n
How to access X analytics on desktop<\/h4>\n
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How to view X analytics on mobile<\/h4>\n
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Which X (Twitter) metrics should I track for my brand?<\/h2>\n
Impressions<\/h3>\n
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Likes, mentions, and retweets<\/h4>\n
Engagement rate<\/h4>\n
Profile visits and link clicks<\/h4>\n
Follower growth<\/h4>\n
Results, conversions, and CPR<\/h4>\n
How do I know if X (Twitter) is right for my brand today?<\/h2>\n
How can you turn X (Twitter) analytics into actionable marketing insights?<\/h2>\n
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Final thoughts on X (Twitter) analytics<\/h2>\n