如何使用Twitter Analytics：最终指南

If you’re putting a social media strategy into place, you need the means to track your performance and see how your audience is receiving your content.

尽管有许多社交媒体分析工具可供选择，但Twitter Analytics是一种完全免费的工具，可以帮助您充分利用Twitter的存在。

通过Twitter Analytics，您可以跟踪最受欢迎的推文，关注者的增长，参与率等。我们创建了一个完整的指南，以帮助您学习如何使用Twitter Analytics以及您应该跟踪的指标。

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如何使用Twitter Analytics：

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什么是Twitter分析？

Twitter Analytics is a completely free analytics tool that lets you dive deeper into the performance of your tweets and your Twitter profile as a whole.

This includes things like likes, retweets, followers, quote tweets, and more. Having an idea of which types of content your audience prefers can help guide and adapt your strategy so you’re publishing optimized content that generates results.

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为什么跟踪Twitter分析

We’ve touched on this lightly, but let’s talk benefits. Why should you track your analytics? What can they tell you? Let’s cover a few of the top reasons you should be tracking your insights and analytics.

了解您的听众喜欢什么内容。

如果您定期跟踪推文的性能，您很快就可以发现哪种类型的推文产生最多的印象和最合适的参与度。显然，这意味着您的听众更喜欢这种类型的内容。

Gathering this data can help direct your strategy and ensure you stick with tweets that will reach the most people and increase your engagement and audience size.

Track your overall growth.

Twitter Analytics makes it easy for you to track how far you’ve come, from sending that first tweet ‘til now. Watch how your followers have grown, your tweet impressions, reach, engagements, and more.

Plus, you can export your data into a CSV to upload into your own social media dashboards for further analysis.

Find the best time to tweet.

Access theTwitter Media Studioto track audience insights and find out the best time of day to tweet based on when your specific audience is most active.

最黑暗的块是在创建新推文的最佳时间范围内。尽管基于Twitter的整体活动有最佳实践，但了解基于关注者的最佳推文的时间可以帮助您提高性能。

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How to Access Twitter Analytics

Accessing Twitter Analytics is easy. When you’re on the desktop Twitter app, click the更多的左侧导航中的按钮，然后单击Analytics。

从这里，您将被带到主要的分析仪表板，您可以在其中检查您的进度和每月统计数据。

You can also simply type analytics.twitter.com in your browser to head directly to the analytics app.

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8个Twitter指标跟踪

现在您知道了如何以及为什么访问Twitter分析，让我们介绍您需要跟踪的一些顶级指标，如何找到它们以及它们对您的整体表现的含义。

1. 28-Day Summary

The first section in your Twitter analytics will be the 28-day overview of how your Twitter marketing strategy is playing out.

在这个快速概述中,您可以看到的数量tweets you wrote along with the number of impressions, profile visits, mentions, andTwitter followersyou received within the last 28 days.

This appears alongside a comparison to the previous 28 days to let you know if your Twitter performance has increased, decreased, or remained stagnant. These won’t always have positive numbers, but you do want to work to see a general increase over time.

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2.每月概述

如果你向下滚动主要分析dashboard, you’ll see a monthly performance overview with your top tweet, mention, follower, and media tweet from each month.

滚动浏览每个月，以查看您是否可以在最受欢迎的推文中找到任何趋势。记下这些内容，以便您可以继续每月发布该类型的内容。

在侧边栏上，您还将获得本月总指标的概述。您发表了多少条推文，收到了多少印象，用户访问了您的个人资料，收到了多少次提及以及获得了多少新关注者。

As you scroll, you can compare month to month to make sure your monthly metrics are steadily increasing, proving that your Twitter strategies are working.

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3.印象

In the top navigation bar, click推文to access metrics for your individual tweets. At the top, you’ll see how many impressions your tweets have gotten during the selected time period.

它自动设置为28天，但是您可以自定义以查看您测量的任何时间范围。

您的印象告诉您您看到了多少次推文。在这里，您可以根据所选时间段看到您的推文收到的印象总数以及每日平均值。

向下滚动时，您可以从各个推文中看到数据，第一列展示了每个推文的印象数量。

This tells you how many times each of your tweets has been seen by other users.

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4.参与

In this same area, you can also see the number of total engagements each of your tweets have received in your selected time frame.

这可能是点击或喜欢转发或答复的任何内容。我们将尽快谈论各种类型的参与。

When you see each engaging tweet, pay attention so you can publish similar content in the future and see if you get the same results.

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5. Engagement Rate

每条推文旁边的最后一列都展示了您的参与率。这是一个重要的跟踪指标，Twitter可以通过为您计算来轻松。

您的参与率=参与 /印象。

Obviously the higher the engagement rate, the better the tweet’s performance. You want as many people as possible to engage with your tweet. If you’re noticing that a lot of people are seeing your content, but no one is interacting with you, you may need to adjust your social strategy a bit.

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6. Engagement Types

If you click on one of the tweets in the list, you’re able to see a more detailed view of your tweet activity.

在这里，总的参与分为不同的类型，因此您可以确切了解人们如何与您的内容互动。

Engagement types include:

• 详细信息扩展：The number of people who clicked on your tweet to learn even more. They may be interested in seeing responses, or what else you posted if the tweet was part of a thread.

• Media engagements:在您的推文中点击媒体的人数，即如果您共享照片或视频。您的照片可能已经在屏幕上裁剪了，因此他们想仔细观察。

• Likes:喜欢您的推文的人数。这是对您的内容的兴趣，赞赏或支持的标志。

• 答复：回应您的推文的人数。这表明该内容足够有趣，可以对此发表评论。

• 转发：The number of people who retweeted your content, or shared it onto their own profile. This is a sign that someone appreciated your content so much, they wanted to share it with their own followers.

• Link clicks:The number of people who clicked on a link accompanying your tweet. It’s a good idea to keep an eye on this to see how often people are clicking what you’re sharing—especially if you regularly share blog posts and webpages from your site.
• 个人资料点击：The number of people who clicked over to visit your profile. This could be to see your other tweets or to learn more about who you are and what you do.
• Follows:The number of people who followed you from a specific tweet.

Look at your total engagements as well as how they’re broken down to understand how people are interacting with different tweets.

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7. Average Tweet Performance

Another great metric to pay attention to is your average tweet performance in the right sidebar. Here, you can view mini graphs showing your engagement rate, link clicks, retweets, likes, and replies over the time period you’ve selected, along with a daily average.

At the top, you’ll see your average tweet engagement rate and how it’s progressed over the last 28 days (or whatever time period you’ve selected).

下一节展示了您的总链接点击，一个条形图，展示了您每​​天收到多少收到的链接以及每日平均值。

下面的链接点击，您可以查看转发数据。同样，您将获得总转推，每日数字的迷你栏图以及每日平均值。

当它说“不发表评论”时，这意味着这是选择简单地“转发”而不是“引用推文”的人。这是以下两个选项的示例：

The fourth section covers your total, daily, and average likes.

And finally, you have data on your total, daily, and average replies.

These numbers will always vary day-to-day, but it’s a good idea to keep an eye on them to ensure you’re consistently getting good engagement with your tweet content.

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8. Top Tweets

在印象表下方，选择Top Tweetsoption from the subnavigation menu to view metrics on your most popular tweets from your selected time frame.

See the number of impressions and engagements, as well as the engagement rate of each individual tweet. And again, click on each of your top tweets to see the different types of engagements that were made.

Being able to hone in on your best tweets can help direct your social media marketing strategy and make sure you’re creating content that your audience actually cares about.

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Start Tracking Your Twitter Analytics

Knowing how to access and understand your tweet analytics is key for guiding your social strategy and ensuring you’re reaching the right audience with the right content. Keep this guide with you as you start measuring your various metrics so you know exactly what each one means and why it’s important.