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Use 5 Best Twitter Metrics To Assess Performance

Use 5 Best Twitter Metrics To Assess Performance

Twitter helps every kind of business today. The point is to publish your product and tweet about it to create awareness. Also, to allow people to engage in the conversation. As an owner of a company you could also use different metrics to assess the performance your ad is making. Twitter is an online social networking site that enables users to send and read what people or companies have to say. People also use twitter to discover what’s happening in the world right now also to share information instantly to connect with people and businesses around the globe. With multiple advertisement campaigns, we should also consider what kind of metrics could be used to assess performance to get us to perform better?


With hundreds of millions of users and over 500 million tweets being sent each day, twitter offers great opportunity for businesses to reach the global audience of new and existing customers. It can be used to build meaningful connections with relevant and engaged audiences. These connections can lead to actions across a network of loyal customers for your business.

What kind of different metrics can we use to assess our performance?

We know that there are many benefits towards marketing with Twitter, what are the top 5 metrics should we keep tracking to assess performance?

1. Engagement 


There are a few questions we should ask ourselves.

How often are they retweeting your Tweets? How many favorites do your tweets have on average? Measuring the regularity of engagement from your twitter fans is the component to define your content strategy. Identifying trends among the content will help to highlight what topics work and what topics will or will not go a long way to improving your overall marketing strategy.

So, what kind of metric could you use if you want to understand the engagement rate of a campaign? Twitter Ads provides insight into the number of impressions and engagements like clicks, retweets, replies your Tweets are receiving as well. Also how many followers you have gained based on the performance of the campaign.

2. Traffic Metric

Shares are great and can indicate that your audience has enjoyed your Tweets. They can have an impact on your website traffic. But, shares and engagements are not the only things you should look at while planning your strategy. How many people are taking the time to click the links in your Tweets and view the content? Twitter Ad click through rates are eight times better than Facebook, so it is good to make sure you track every single click with a web traffic platform such as Google Analytics.

3. Amount of Leads Generated

Leads are a very important metric that all marketers should be monitoring. Leads are people who have interest in your product or service. They might be entering their personal information on a landing page in exchange for some content or subscribing to your newsletter because they want to find out more.

A reliable way of tracking your number of leads is to track how many email addresses you are capturing in your marketing activity. A lead does not become a lead until they submit that information. Which means if you are keeping track, you have a reasonably accurate figure of how many leads you have captured.

Use Google Analytics to see which Tweets are generating the most amount of leads. Landing pages specifically designed to capture leads will perform best. If one of them in particular captures leads exceptionally well, we should start questioning, why? Is the topic catchy or was it what was behind or below the details form? Is the topic something your leads really want to learn more about?

By using paid Twitter campaigns, if you are in the process of running,  you can assess all these information easily in the ads portal.

4. Conversion Rates 

Without a steady stream of sales, your business is not going to last very long. So it is important to pinpoint where exactly the sales are coming from. You need to measure your conversion rates for each channel and each step of the customer journey.

Accurately pinpointing the origin of a sale can be tricky. A customer’s journey through the sales pipe could involve multiple factors that ultimately affects their buying decision.

There are plenty of analytics tools around that can help you track a customer’s journey through the sales funnel until they are a paying customer. These tools will help you determine the type of content that works on different social channels. For example, a promotional activity that is driving traffic to a specific landing page is great in capturing lead informations. However the conversion rate of those leads into customers could be low.

5. Track how our competitors are doing.

Benchmark Performance Against Peers

Although we are cheating by using this one as it is to measure and determine your performance compared to other companies. Benchmarking your performance, against other companies in a similar industry will give you an idea of how well you are performing compared to your competitors. It will also highlight areas for improvement. A Benchmark report is perfect for setting targets and tracking your growth comparing to potential competitors and peers. Advanced Twitter analytics tools will provide benchmark reports that compares other Twitter accounts of a similar size company based on factors such as:

  • Followers
  • Following
  • Tweets
  • Lists
  • Followers evolution benchmark
  • Influence
  • Outreach

At the same time we know that all customers are gold, we should treat them well through excellent customer service. We need to look a lot into that matter as well. Once they are gone, it takes a lot to get them back.

Image credit: Twitter

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