A large part of content marketing involves regularly measuring the performance of your posts. But, evaluating your tweet’s performance is extremely convenient. The “tweets” tab at the top of your “analytics” dashboard gives you all the information about the response received by your tweets. This can be leveraged to improve your social media marketing strategy and maximise ROI. Here’s a look at the most important terms you will come across in Twitter analytics:

Impressions

As a marketer, you aim to reach out to as many users as possible with your tweet. But, how does one calculate the extent of success of this effort? This is where impressions come in.

The number of impressions is the total number of Twitter streams your tweet has reached. And this number rises with every retweet, link click and comment received on the tweet.

The number of impressions is the critical information you need to determine which of your tweets are reaching the widest audience. Paid promotion of your most popular content will then allow you to increase those impressions further.

Total engagements

Total engagements is a combination of all key engagement metrics such as likes, retweets, profile clicks, profile mentions, follows, link clicks, replies etc. It is thus the Key Performance Indicator (KPI) of your content’s interaction, reach and engagement with Twitter users. What you are looking for here is a good ratio between the total engagement and impressions received by your tweet. Again, very well engaged tweets are strong candidates for paid promotion.

Link clicks

Link clicks are included in total engagements, but it’s important to analyse them separately as well. They are relevant as they tell you how many people are really interested in learning more about you and your brand. Therefore, for marketing-based tweets, link clicks are more essential than engagement and impressions as they decide how effective your content is in driving the intended traffic.

When it comes to social media marketing, you cannot just post and be done with your job. The hard part begins right after. It is the analytics that decides whether or not your content marketing efforts have been successful. These were some of the most important analytics to look out for while sharing your content on Twitter. Remember to examine that data carefully to determine whether or not a particular strategy is worth pursuing.