Tweet Smarter: The Twitter Metrics That Matter Most

It’s no surprise that Twitter can be a powerful tool for your business to drive audience engagement, create customer dialogue, and ultimately increase the bottom line, but it can also be challenging to prove that your ongoing Twitter efforts are actually producing these optimal results.

Often times, businesses think that retweets are the sole indicator of success on Twitter when it’s merely one of the many metrics that they should be focusing on when determining if their social efforts are a success. By placing too much priority on a single metric, you could be missing out on how other important aspects could be affecting your marketing campaigns and fail to make the correct adjustments to maximize ROI.

Learn about some of the most important Twitter metrics that you should be following to build a stronger understanding of how this social channel is performing and whether or not your Twitter efforts are affecting your company’s business objectives.

Measure the Traffic Driven from Your Tweets

Whether your goals include creating more leads for your sales funnels, building a mailing list, or educating your customers with content, your website is often a hub where your visitors can accomplish these goals. Twitter acts as an engagement platform that can help you share your branded content to a larger audience and in turn can drive relevant traffic to your website or into your sales funnel.

By measuring what content generates the most traffic back to your online properties and understanding how engaged this traffic was with your website, you can have a better understanding of what your customers are interested in reading or consuming and which of your marketing tactics are most effective at conveying your marketing message on Twitter.

To find out which of your content is resonating, start by using shortened tracking links with your tweets to measure what’s getting clicked on and what’s not. These links help your content fit within the 140 character limit of a tweet and additionally provide essential data when someone follows the URL back to your content or other online properties.

For example, to promote an upcoming coaching class, Entrepreneur published the following tweet and chose to shorten the link with Bitly. When one of their followers clicks on the link, their marketing department will be better equipped to understand which tweets drove relevant traffic to the website or not.

If collected data from these links suggested 150 of their fans clicked, but only 12 people register for their coaching session from Twitter, they could better determine the ROI of their tweets supporting this campaign. By measuring the amount of traffic that your tweets drive, you can gain insight into the effectiveness of your marketing copy, any bottlenecks in your conversion funnels, and what aspects of your tweets should be optimized.

Measuring Content That Matters With Engagement Metrics

The value of Twitter metrics such as replies, retweets, mentions, and favorites are often misconstrued. Brands tend to either put too much emphasis on them or quickly discredit them as “vanity metrics” when in reality, these metrics should fit somewhere in between the two extremes.

Vanity metrics can indicate which of your tweets are most popular with your audience, but it’s important to note that highly engaged posts do not necessarily guarantee that your content is producing results for your business in the end.

However, you should still pay attention to these metrics because the highest performing tweets for your business will likely be both popular and drive results. This means that you need to understand what makes your content popular, and what content adds to your bottom line. These metrics can help you identify part of the equation.

Measure both the overall impact of your Twitter efforts and your individual tweets for a clearer picture of performance.

To find your most popular content, look for your posts with the most amount of engagement, such as favorites, replies, and retweets. Look deeper into these posts by analyzing what elements made these perform better than your usual content, and if they had an impact past these surface level metrics like driving more engaged traffic to your website, increased conversions, and even sales.

Tracking mentions of your brand and of your account, whether positive or negative, is also a very important aspect to consider when evaluating your Twitter metrics. Mentions can be an opportunity for you to find your most engaged customers, social influencers, or patterns in engagement from your audience and understand how they feel about your organization and its offerings.

Tracking Audience Insights to Better Align Your Twitter Strategy

Tweeting without a specific purpose or targeted audience in mind beforehand could lead to underwhelming results or a misaligned Twitter campaign. It is important to make sure that the content you promote is not only appealing, but reaching the correct audience and aligning with your overarching business goals.

To find the demographics and details behind your Twitter audience, a good place to start is by using SumAll Insights for Twitter. This tool can help you evaluate the types of people that your content is resonating with and whether you should be making any content or copy adjustments to improve this moving forward.


For example, if your target audience is female but your content is attracting a primarily male demographic, you may need to adjust your content strategy to better appeal to the female customers you’re trying to regularly reach. You should also research other relevant details of your audience including: interests, household income, home type, etc.

Additionally, Insights lets you dive further into the performance of your Twitter campaigns by documenting your top tweets, social mentions, your top followers and a summary of your monthly performance.


By tracking the Twitter metrics that matter most to your business, you can find the content that performs most optimally for your customers but also aligns with your overall company goals. By understanding a combination of both, you can be better informed with your Twitter marketing decisions moving forward.

What Twitter metrics have you found drive the most results for your business? Do you think that increasing traffic to your online properties is a top priority? How do you currently measure your Twitter performance? Put your answers to these questions in the comments section below.

Updated November 22, 2017.