Twitter Analytics – Advanced Twitter Metrics
Driving website traffic is one Twitter’s top benefits for marketers. It’s a simple recipe, get a large number of followers, write a catchy tweet, publish it at the right time of day, and then measure the conversions.
If you’re interested in driving traffic through Twitter, then you probably use measurements like these:
# of Followers
- Having Twitter Followers is NOT the most important metric, but having more followers gives you more at-bats
# of RTs
- A good proxy of the quality of your tweet
# of Clicks
- With reports that Google Analytics and URL shorteners like bitly aren’t matching, it’s best to measure this in as many ways as possible
- Segmenting Twitter traffic from Search/Direct traffic and measuring conversions and site activity can help quantify the value of Twitter
You can learn a lot from these metrics, but there is a major variable of Twitter that frustrates those who use it for traffic.
Serendipity Problem and Twitter Metrics
A user sees the most recent update posted. This “serendipity” is frustrating and makes much of how Twitter functions as a source of traffic a guessing game.
Recently, Twitter announced they were looking to monetize advanced analytics for site owners. Having the right analytics would benefit both marketers and Twitter.
The benefit to marketers is that many questions about how Twitter works would be answered. Twitter, of course, benefits from people able to better quantify the value of Twitter for their site.
Here are questions that Twitter Analytics should consider answering:
Search Traffic or News Feed Traffic?
- How many users clicked from their standard feed vs. from search
- If from search, what terms in the tweet did they search for?
- If from the feed, how far down on the feed was the tweet?
Twitter Client Usage?
- How much traffic came from a like TweetDeck, TwitterFon, etc vs. twitter.com?
- Did the click come from a “group” in the Twitter Client? If so, what was the name of the group? Who else was in the group?
- What groups are my accounts associated with?
Clicks from Other Users
- What traffic was from users following the account?
- What traffic was from ReTweets or mentions?
In: Leadership and Management, Twitter