Twitter analytics is the tool that Twitter gives us to control our tweets and audience’s information. With this tool, we can handle different resources like Twitter activity, followers or Twitter cards.

Another practical service of the tool is that it allows us to export the reports of the chosen period by CSV or Excel file.

Account summary

First, a report of the current month will be shown, but if we scroll down we will see reports from the past months.

We will have the following information at the first report:

Tweets

In this section, specific reports of our tweets will be displayed.
We are able to select a timeframe to see a specific report. Then we can see and compare the statistics, like impressions, engagements, top tweets…

If we want, we can see all the information of a single tweet by clicking on it

Audiences

Here we can obtain information about our audience like location, interests, age, gender…

With this tool, we can evaluate if we are approaching our target audience or if we are going to the wrong way. It may take some weeks to have a settled audience.

This is the information that we can obtain from this report:

General information

  • Graphic with the followers evolution
  • Number of followers
  • Obtained followers average
  • Followers interests
  • Followers gender (in percentage)

Demographic  information

  • Gender
  • Language (in percentage)
  • Country (advanced demographic statistics)
  • Region (communities in the country)

Lifestyle

  • Interests
  • TV programmes

Twitter Cards

With these cards we can measure advanced statistic data about interactions and their evolution.

The TwitterCards areawaytotweetwithenricheddata, forwhichwewillhave to createmetatagsandincludethemintheheadofeveryURLfromourwebsitetowork.

What are Twitter Cards?

A Twitter Card is a kind of tweet that allows us to show more information than a normal tweet, with an image and a call to action, all this through a very visual way. So it will result more attractive to users and we will be able to carry more traffic where we want. The tweets published with Twitter cards have more diffusion than regular tweets.

Twitter Cards give us:

  • Visibility
  • Improve our brand image
  • Increase of the social activity
  • Increase of the user’s interactions

Types of Twitter cards

In total there are seven free varieties of Twitter cards to choose from and understanding them will help you to utilize them as part of your Twitter marketing. The Summary Card: The summary card is used to provide extra information about a web page. With things such as further detail on the tweeted URL, a thumbnail image, a title, and a Twitter handle.

Summary Card with Large Image: As the name suggests this is the same as the summary card, but with a large featured image.

Photo Card: There isn’t a lot of difference between a photo card and a summary card with a large image. The main difference here is that with the photo card the image is displayed first with the text below the photo.

Gallery Card: The gallery card is a collection of four photos, but works just like a photo card.

App Card: This card is used to promote apps, allowing you to share content related to the app. Or, for mobile users, it can take them directly to the relative App Store.

Player Card: The player card allows you to include video clips and audio within your tweets. Users can watch / listen without leaving Twitter.

Product Card: The most exciting option for most marketers is the product card. This card is designed to showcase products via an image, a description, and it also allows you to highlight two other key details about your product.

How to setup Twitter Cards (on a WordPress website)

To setup Twitter Cards on our site easily, we will have to install a plugin: WordPress SEO: Install WordPress SEO by Yoast and navigate to Social > Twitter, where you can choose between Summary and Large Photo Summary cards. Bonus: Yoast also helps out with Facebook Open Graph!

Yoast has built-in integration for Twitter cards, so turning it on is a matter of few clicks.

Simply go to the “Social” page of Yoast SEO settings page. Enter your Twitter username and save changes.

After that, click on the Twitter tab. Under the Twitter tab you need to check the box for “Add Twitter card meta data”. Select a default card type to choose. You can choose to show Summary or Summary with large image.

Next thing you need to do is go to Users » My Profile page. You will see a new field under Contact Info for your Twitter username. Enter your Twitter username there.

If you are running a multi-author site, then advise your authors to complete this part in their profile. This way each specific author gets credit for their work as well. See the example below:

That’s all; you now have successfully added Twitter Cards meta tags to your WordPress site.

This method is by far the easiest one.

Twitter Cards analytics

Snapshot: This is supposed to be a quick look at how your Twitter Cards are driving traffic to your website. You can see the overall pie and the slice your account contributes toward three different metrics: tweets, impressions, and whichever top-line metric you’re investigating.

Change Over Time: In the next report, Twitter graphs those Snapshot metrics against each other over time to see how they have grown in comparison to each other.

Card Types: Next, you can dive into the types of cards you are using to see how successful they are.

Influencers: we can see the top accounts that drove URL clicks, app install attempts, and/or retweets to your content. These are the folks you should be tapping into to grow your Twitter account. Now that you know their name, try making a Twitter list to follow and engage with them all.

Tweets: In this report, you can drill down to see which specific tweets (not just from your account) drove the most URL clicks, install attempts, and retweets. I’d view each tweet individually to see if you can notice any trends -- were these all sent at a certain time of the day? Are they about specific topics? Do they all fall under a certain number of characters? This report can give us some nice information to accomplish your marketing strategy.

Sources: The last is the Sources report - basically detailing which apps, widgets, and websites your influencers are using to send you traffic.

These reports give us some great basic data to optimize our Twitter presence, but there are a few key areas where you’re going to need more helpful data if we want to row your business through Twitter.

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