Twitter analytics were recently restructured last month in July to incorporate more features. In using analytics, page managers are provided with something called the “Tweet Activity Dashboard.” Here they are able to view how well certain tweets are doing based off the number of Retweets and Favorites the post receives. Twitter analytics are not available for basic users and can only be accessed by publishers, developers or advertisers.

The new features however, allow page managers to view more than just Retweets and Favorites. They can also view the number of times Tweets are being viewed from mobile devices such as androids or iPhones. Just as Facebook calls their version of analytics “Insights,” Twitter titles these metrics as “Impressions.”

Twitter also has a feature called Twitter Cards. This allows page managers to attach media like video or photo to their posts in order to generate more traffic to their pages. Managers can then use Twitter analytics to see how their Cards contribute to Retweets, Favorites or follows. Cards make posts more visible by emphasizing the attached media. Companies can also add product descriptions to their Tweets using Cards. Cards are generally free.

Who Uses It?

No one in this study  is using Twitter analytics at this time.