Twitter can be controversial, but that also makes it popular. Marketers looking to engage with customers and influencers also often find that Twitter can build loyalty. With Twitter Analytics, conversions are easier to track, measure and improve.
Conversion is the process of getting someone to take an action. This can involve turning a follower into an engager or an engager into a customer. Content marketing and social media marketing are two common strategies for generating conversions. And Twitter Analytics can help you determine how well those strategies are working.
The Basics of Twitter Analytics
Is Twitter Analytics effective? Thanks to this in-house tool, marketers can better track conversions. The basic analytics tools for all Twitter users show:
- The number of tweets made
- The impressions that the tweets had
- The number of visits made to your profile
- The number of mentions your brand received
- The change in the number of followers
Although this doesn’t show conversion per se, it gives you a sense of whether or not people are engaging with your account. Use this information to complement other data, like clicks-through to your website.
More sophisticated analytics are available to users of Twitter Cards and, of course, to Twitter advertisers. These users can collect more information. Twitter Cards offer more flexibility in the use of HTML, which can aid data collection. Ads not only drive conversion, but ad buyers can also get detailed information about who responds and when.
The Twitter Analytics conversion-tracking tool for advertisers allows them to see not only who clicks on a link, retweets, likes or simply sees a Tweet. It also lets these users get information on where these interactions come from. If you don’t advertise on Twitter, you may find that a third-party tool like Sprout Social or BuzzSumo offers the information that you need.
Twitter Analytics and Conversions
Basic Twitter Analytics is free, which alone makes this a worthwhile place to start. To use it to track conversions, start by determining what you consider counts as a conversion. This seems obvious, and yet people often forget.
For example, is Twitter a way for you to raise awareness? If so, then numbers of impressions and followers are the metrics to track. You’ll want to do more analysis to see if those who see the ad are in your target base. You certainly don’t want to get excited about a big increase in bot followers, unless for some reason that’s your target.
Are you looking at click-throughs or purchases? Then the total number of followers and impressions is less important than whether they found your site and placed an order. Twitter Analytics can show you who clicks through, and when; your own data can then show you whether or not these visitors become customers.
Many metrics require you to combine your Twitter Analytics conversion information with in-house data. That’s how you’ll be able to get details on cost per follower or cost per click-through. Consider both the advertising cost as well as the cost of working with influencers or content creators.
With Twitter Analytics, it’s simpler to measure and evaluate conversions, allowing for the constant improvement of a content or social marketing strategy. Whether you automate your marketing or do it yourself, the result is a more effective marketing program.