I’ve developed a little obsession with Twitter Analytics. It’s facinating to see all the stuff people do with my nonsense, and much more helpful than things like bit.ly and SumAll.
The addition of the “impressions” metrics is the new thing – I’m not sure there was way of actually counting how many views each tweet got previously. It’s also interesting to see things like detail expands, emailing, etc.
The click-through rate seems pretty low for most of my tweets. The CoreOS one, above, is predictably high because it’s offering a free report.
I haven’t done a deeper analysis of what all the data means. For one thing, I’m not really sure what my goals are. However:
Images work – Just for the “get more attention” metrics I have learned one thing: put images in your Tweet. People love images.
The Tweet [is|can be] the post – Now that I know the “impressions” being tracked, I’m not so worried about people clicking through to my blog. I’m trying to think of how Twitter can be used as a “primary channel.” That is, the “end of the line” or final thing in a long trail of clicks. If I look at “firehose” tweeters like James Governor, I think they treat Twitter like this.
Engagement? – Building on this, the “engagement” rate is a curious metric. It somehow summarizes “conversions” of tweets to clicks, replies, favorites, and follows. That is, how many people “did something” with this tweet other than viewing it? The screenshots above don’t list that, but the CoreOS one has an engagement rate of 7.7%, while the KACE one has a rate of 0.8% It’s probably a pretty good heuristic for sorting tweet popularity.
Twitter is most likely my “front door” on the web – Long ago, my blog(s) were my primary source of (pardon the word) “engagement” with people. My RedMonk blog had over 1,7000 RSS subscribers at it’s apex, for example. The blogs I now have are pretty piss-poor. Interaction is tumblr is low as well (though the occasional like from Robert Brook is always the highlight of the day). In comparison, Twitter is much more of a front-door. The consequence is to focus more on #2 above.
Anyhow, I check Twitter Analytics all the time. It’s much easier to understand than the mess that is Google Analytics (where I also spend a lot of time but am never sure what’s happening). I’m interested to hear y’all’s feedback on how to use it and what it “means.” For starters, I have no relative idea of how my numbers compare to others.