In the previous lesson I covered how you can take advantage of Twitter Ads to accomplish your objectives whether it be getting more followers, visits to a website, views to a video, or even app installs.

In this final lesson we'll be going over Twitter Analytics and see how our tweets are performing. By getting access to analytics we have information that can help tweet better. See which ones are effective, when the best days or even time of day to tweet is. Did I mention that Twitter Analytics is free? You already have access to it if you have a Twitter account!

How To Use Twitter Analytics

First of all, to access it just click on your profile picture on the top right and click "Analytics". You can also access it directly from here: http://analytics.twitter.com/

When you first login you'll be directed to the "Home" page and see a 28-day summary displaying things like:

• Tweets - number of times you posted a tweet
• Tweet Impressions - number of times users saw your tweet
• Profile Visits - number of times users visited your profile
• Mentions - number of times users referred to your username
• Followers - number of new followers

It also shows the percentage change compared with the previous period.

Under that are some highlights for your account.

• Top Tweet - tweet that got the highest number of impressions
• Top media Tweet - tweet that included a photo or video that got the highest number of impressions
• Top Card Tweet - tweet that included a Twitter Card that got the highest number of impressions
• Top mention - tweet that mentioned your (ex. @QuakeKitGuide) and got the highest number of impressions
• Top follower - Twitter account with the highest number of followers who followed you

There are other useful pages that you can navigate to from the top menu bar which we will cover next.

Tweet Tab

This page will show you analytics based on your tweets. It'll show you a nice graph of all your impressions (number of times a user saw your tweet) for the 28 day period separated on a daily basis. If you hover over a bar, it'll give you more detail for that particular day.

Under that you'll be able to check out your impressions and engagements per tweet.

To clarify, impressions are the number of times a user saw the tweet on Twitter. Engagements is the number of times a user interacted with a tweet. This includes all clicks, retweets, replies, follows, and likes. Engagement Rate is the number of total engagements divided by total impressions.

Engagements are an important factor to Twitter success so you should always be striving for more engagement. You'll be able to see your tweets based on: general Tweets, Top Tweets, Tweets and Replies, and Promoted. Click the "View Activity" link under each tweet to see more details regarding that specific tweet. You may want to Promote a tweet that is having success organically as having it Promoted and giving it more exposure will definitely get you more engagements. You already know it's a pretty good tweet so chances are it will have even more success being promoted. (Promoted as in paying using Twitter Ads)

To the right, you'll see some stats on engagement like engagement rate, clicks, retweets, likes, and replies. Again, if you hover over a bar you'll see more detail for that day.

By default the range is the last 28 days but you can customize the range by clicking on the calendar icon and selecting your new range. You are also given the functionality of exporting your data in CSV format for your records or for more analysis.

Audiences Tab

In this page you'll learn about your followers. Knowing your audience is a powerful thing because it can help you adjust your marketing to better target a certain audience. This is also handy for when you're trying to specify your audience when setting up Twitter Ads.

By default you'll be on the Overview tab and the very first thing they'll show is a graph of your current follower audience. You can see how much your followers have grown (or shrunk) and by hovering over a bar it'll tell you how many total followers you had on that day. This will give you a good indication of whether you're doing good or if you need to step up your tweeting and marketing.

This page also shows various stats on your audience like:

• interests
• gender
• household income
• consumer buying styles
• net worth
• wireless carrier

You can use information like "interests" to help you think about good content ideas that will cater to their interests. Or if your audience has a high household income and net worth maybe you can promote more expensive things and get a bigger commission.

Have you had a lot of interaction at night time and didn't know why? Well it could be that your nighttime is someone's morning. Maybe your best performing audience is half way around the world!

The other tabs: Demographics, Lifestyle, Consumer Behavior, and Mobile Footprint give more detailed stats that may be helpful when customizing your tweet or next marketing campaign like the country most of them are in.

By default the data provided will be set on "Your followers" but you're able to see other data on "All Twitter users" as well as "Your organic audience".

You can also add various filters to narrow down your results to learn more about a target market when you choose "All Twitter users".

Another handy tool is that you can compare two audiences with each other. The graph is compared right under each other so you can quickly analyze and see the difference between the two groups.

Events Tab

This next one is actually one of my favorite things that's provided by Twitter Analytics. The next page is "Browse events on Twitter" and as the title says, it shows all the events on Twitter. Why should you care? Well, events bring people with similar interests together. Yeah...so why should you care? There could be an opportunity for you to take advantage of events to target people interested or even participating in the event. For example, if you were in the business of selling fireworks and you see a big event on Twitter, you can use these event names or popular hashtags to market your product. You already know that there will be a HUGE audience for an event like "Fourth of July" so that means if you tweet or use promoted ads for that keyword you're bound to get a ton of impressions and interactions which will potentially means more sales!

You have a couple of categories to look for your goldmine.

• Events - general events of mixed categories like festivals, holidays, conventions (you are able to filter by date, event type, or location)
• Sports - sporting events like the World Series, Olympics, PGA Championship (you are able to filter by date or location)
• Movies - movie events like the Mission Impossible Movie Premiere
• Recurring Trends - popular recurring trends like #MotivationMonday, #HumpDay, #FF (Follow Friday)

All these events are a really good resource to help you take advantage and increase exposure. There are tons of events going on around the world. There definitely will be at least one you can use to gain more engagement. Remember to make sure it's relevant to your account. Don't just go around using random hashtags.

More Tab

The last tab contains a couple things. Twitter Cards, Videos, App manager, and Conversion tracking. First let's take a look at Twitter Cards.

I haven't personally used Twitter Cards but for more information on them you can check this document by Twitter.

Basically you will embed code in your site HTML to display more interactive tweets to your viewers. It can be a bit complicated to set up and it does go through a validation process. More explanation on how implement them can be found here.

I usually just use the embed feature of a posted tweet instead.

There are various types of cards you can use.

Summary Card

Can be used for many kinds of web content, from blog posts and news articles, to products and restaurants. It is designed to give the reader a preview of the content before clicking through to your website.

Summary Card With Large Image

App Card

Highlight a mobile app by adding name, description, and icon along with rating and price.

Player Card

Video

If you posted any videos then your analytics will be shown here. I haven't posted any so as you can see there's nothing here. It may take up to 24 hours after you posted to see any stats here.

App Manager

If you've promoted any apps in Twitter Ads, your stats will show here. I don't have any so unfortunately I can't really say much about it but you can read more here.

Conversion Tracking

To start, read the terms and check the checkbox and click the "Generate website tag for Conversion Tracking" button.

Give your website tag a descriptive name and select the conversion type you're looking to track (site visit, purchase, download, etc).

Checking the “Create a tailored audience” box means users who respond to your content will be recorded as an “audience” along with other users who have a Twitter account and visit your page. That way, you can target them with future marketing campaigns.

The “Show conversion settings” drop-down allows you to alter the time frame in which a conversion can take place and be reflected in our data. The default is set to 30 days, which we recommend.

Click “Save tag and generate code snippet”, then you’re good to go.

Place the website tag into the HTML of a page you want to track. (If you don’t feel confident, you may want a web developer to do this.) After someone has visited your tracked page for the first time, your tag will be verified on the “Conversion tracking” tab in Twitter Ads.

Then, whenever somebody lands on your site from a Twitter campaign, the website tag will fire and record the conversion data. You can access this data on the “Campaigns” page of your Twitter Ads dashboard by clicking the “Conversions” button in the middle of the page.

Review

So today you learned:

• How to use Twitter Analytics
• What type of information you can get out of it
• How to apply this to your advantage

Analytics can help you in several ways. By knowing which tweets are working you can learn how you should be crafting your future tweets. By knowing your audience you can customize Twitter ad campaigns and target them more efficiently which will help you save money. Events provide you with a great way to use keywords to take advantage of global events and trending tags. Analyze your data and make your tweets and ad campaigns more efficient!

You DID IT! Course COMPLETE!

Well, that's it! This marks the end of the course and you've completed all 10 lessons! It started out slow in the beginning with instructions on how to get setup and how to use Twitter but hopefully it got a bit more interesting with ways on how to grow your network along with awesome tools I've been using. I really do hope you learned something and can take advantage of this newly gained knowledge and apply it to your Twitter account.

If you have any any questions, comments, criticism, recommendations, or ways that I could improve the training , please leave them below. I'd also like to know whether this training actually helped you so please let me know. This is the first training I've created so I would appreciate your feedback.

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Thanks for going through my training!

Wish you success!.