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Top 10 Twitter Analytics Tools

Marta

Content Manager @ Brand24. An avid reader and amateur baker. Passionate about mountains, travelling and indie music.

A robust Twitter analytics data will provide you with insights that could boost your online presence. The frequency and timing of posting, replying and retweeting, preparing dedicated content… These are all crucial factors in establishing your brand as an industry leader on Twitter. It all comes down to collecting and analysing the data. That’s why choosing the right Twitter analytics tool can be a make-it-or-break-it factor when it comes to your Twitter marketing tactics. Here’s our list of top 10 Twitter analytics tools.

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Here’s a quick recap of what’s ahead of us today:

  • Best Twitter Analytics Tools
  • What Does Twitter Analytics Tell You
  • Key Metrics to Follow in Twitter Analytics
  • What Is the Best Twitter Analytics Tool
  • Best Twitter Analytics Tools

    It’s time to find out which Twitter analytics tools best suit your needs. You might find a combination of analytics engines the most useful, so feel free to combine two or more Twitter analytics tools to gather the most helpful set of data. 

    I tested many Twitter analytics tools, and, with a clear conscience, I can recommend those Twitter analytics tools:

    1. Brand24
    2. Native Twitter Analytics
    3. Sprout Social
    4. Mentionmapp
    5. Tweet Binder
    6. Union Metrics
    7. Keyhole
    8. Twitonomy
    9. Followerwonk
    10. Hootsuite

    All of them offer robust Twitter analytics that will give you the necessary insights to boost your Twitter presence and increase your social media ROI

    Brand24

    Surprise, surprise, we made our own list!

    Brand24 is a social media listening tool that offers robust Twitter analytics. One of the strongest features of Twitter analytics is the ability to measure hashtag performance which means you can stay up to date with interesting conversations and communities, as well as accurately assess the reach of your Twitter marketing campaigns.

    Moreover, you can take a look at the:

    • total number of results from Twitter;
    • a number of tweets containin specific word or hashtag
    • estimated social media reach;
    • social media interactions;
    • social media shares;
    • social media likes;
    • the number of positive and negative mentions.
    Print screen of Brand24 tool showing Twitter analytics metrics like the most popular mentions and number of results from Twitter

    By analysing the combined data, Brand24 will also find the most suitable influencer for your next Twitter influencer marketing campaign.

    Twitter analytics showing the most influential authors from Twitter for a given keyword generated by social media listening tool Brand24

    The tool will also generate a list of trending hashtags you can use to boost your Twitter reach even further.

    print screen from Brand24 showing the list of trending hashtags generated based on Twitter analytics

    You can export all the data to a PDF report that can contain your logo.

    Price: Brand24 starts at $49 and offers a 14-day free trial, no credit card required. 

    Best for: anyone interested in strong hashtags performance and social media reach metrics and who would like to identify the best influencers for a successful Twitter marketing campaign.

    Native Twitter Analytics

    Native Twitter Analytics is a perfect tool for social media managers at the beginning of their digital adventure. It offers a bunch of great metrics that will help you step up your Twitter game, such as:

    • top Tweets;
    • top mentions;
    • engagement.

    But the real value of native Twitter analytics is the demographic data. Twitter Analytics will help you determine precisely who your audience is and what type of content will suit their needs best. The tool lists all the necessary data, including:

    • interests;
    • occupation;
    • gender;
    • education;
    • marital status;
    • buying style.

    Besides, with native Twitter analytics, you can benchmark the data against those available for all of Twitter, as well as predetermined audience groups.

    print screen of native Twitter analytics report

    Price: free

    Best for: beginners social media managers who don’t want to invest in a paid Twitter analytics tool or as an addition to premium tools

    Sprout Social

    No listing of social media tools will be complete without Sprout Social!

    Sprout Social offers a robust Twitter Analytics reports which you could easily present to your higher management.

    The Twitter analytics tool will help you:

    • determine how every tweet performed
    • find the subjects most often mentioned in connection with your brand
    • discover new topics for discussion to spark engagement on your Twitter account.
    print screen of Sprout Social leading Twitter analytics tool

    What I find most useful, is the feature that allows you to schedule, queue and to publish tweets. A shared publishing calendar gives you a clear overview of your marketing efforts and helps you keep track of your Twitter content. 

    Price: starts at $99, offers a 30-day free trial

    Best for: Agencies who need to deliver social media reports to their C-class management and are looking for a robust social media management platform

    Mentionmapp

    Mentionmapp is by far my favourite Twitter analytics tool, mainly because it’s something completely different. It doesn’t generate boring reports with numbers and graphs. 

    Instead, Mentionmapp creates a mind map that presents connections between user profiles and hashtags that you’ve mentioned in the past.

    print screen of Mentionmapps a Twitter analytics tool

    You can filter the tweets and see only mentions, retweets or a retweet cloud with a positive or negative sentiment. Mentionmapp is a fantastic tool for displaying connections between different profiles and discovering new content.

    Price: limited access for free, paid account starts at $9

    Best for: everyone who would like to discover new interesting content and analyse the connections between different Twitter accounts (that last feature should be especially interesting for journalists). 

    Tweet Binder

    Tweet Binder, apart from Instagram and Twitter analytics, offers services dedicated to events, like creating a social media wall with full moderation suite. Moreover, you can get access to Twitter historical data and real-time hashtag monitoring.

    It also identifies influencer accounts that will best suit your business.

    print screen from Tweet Binder a Twitter Analytics tool

    If you want to give Tweet Binder a spin, you can create a free report based on hashtags, @mentions or keywords. It’s an excellent way for beginners social media managers to see how Twitter can help you with effective Twitter marketing!

    Price: starts at €79 a month

    Best for: companies and enterprises that need real-time hashtag monitoring and are preparing an event where they need a social media wall.

    Union Metrics

    Union Metrics is another industry giant, providing tons of useful data and Twitter analytics. It’s a powerful social intelligence engine that generates a lot of helpful data for marketers.

    The tool allows you to:

    • determine the best content for Twitter
    • identify top times to post tweets
    • research trends to find ideas for new content
    • set benchmarks to see how your competitors are performing.

    If you’re a newbie to social media and Twitter analytics game, Union Metrics offers some free tools as well.

    A Twitter assistant will analyse your recent Tweets, and basing on this analysis, will provide customized recommendations for what to do grow your engagement and followers’ count.

    print screen of union metrics a Twitter analytics tool

    The second free Twitter analytics tool offered by Union Metrics is a Twitter Snapshot Report. It’s a basic version of the paid tool, and it offers:

    • an estimate of the size and scope of any Twitter conversation
    • a measure of potential reach and impressions;
    • identifying tweets that generated the most engagement;
    • a simple and elegant report you can share with your colleagues

    Price: Paid Union Metrics tool starts at $23.

    Best for: For social media marketers looking for social intelligence tool to make informed decisions.

    Keyhole

    If you need to track tweets in real-time, Keyhole is the tool to use. Of course, that’s not the only useful feature of this Twitter analytics tool. You can also:

    • monitor your brand performance across different social media platforms
    • conduct  market research
    • monitor the social media messages during events
    • monitor the results of your campaigns
    • find the influencers you’d like to engage 
    a print screen showing main page of Keyhole, a Twitter analytics tool

    A unique Keyhole feature is the Keyhole Premium Support. A dedicated professional (for additional fee) will help you with tracking your hashtags or perform market research. 

    Price: starts at $99 per month.

    Best for: companies in need of real-time hashtag tracking. 

    Twitonomy

    What’s great about Twitonomy is the ease of use. All you have to do, is to sign in with your Twitter account, and voila! The world of Twitter analytics is your oyster.

    Twitonomy will show a broad set of data, including:

    • Twitter lists you’re part of
    • your most popular tweets
    • engagement metrics
    • the best day and time to post

    and much more!

    a print screen of Twitonomy, a twitter analytics tool showing  graph with optimal Twitter posting times

    One of the most important features of Twitonomy, is the comparison of two Twitter accounts. Moreover, you can track Twitter performance based on predefined keywords and perform an in-depth analysis of any Twitter account. 

    Price: there is a free version of Twitonomy, a paid plan starts at $19 a month.

    Best for: companies who need a robust Twitter analytics data of more than one account. 

    Followerwonk

    Followerwonk analyses your Twitter audience. The Twitter analytics tool will tell you: 

    • who are your followers?
    • where are they located?
    • when do they tweet?

    What I find particularly interesting, is the “search bios” feature. It allows you to find precisely the users you’d like to target, be it your next influencer marketing campaign or another kind of outreach. 

    a print screen from Twitonomy, a Twitter analytics tool, showing a graph comparing three Twitter accounts and the changes in followers numbers

    You can compare your profile against your competitors and count gained/lost followers. The tool even provides a detailed graph of the difference in followers numbers. 

    Price: analyzing one profile is free, the paid version starts at $29 a month

    Best for: businesses who want to know how their audience like the back of their hand. 

    Hootsuite

    No social media analytics tools listicle is complete without Hootsuite! The industry giant is mainly a solution for teams who collaborate on campaign across different social media channels. 

    Hootsuite is a full stack analytics tools, and more! It allows you to:

    • schedule your posts in advance
    • monitor performance of social media content
    • discover new content to repost
    • organize your content in a shared content library
    • get an overview of your key metrics
    • create social media reports. 
    a print screen showing main page of Hootsuite, a Twitter Analytics tool

    And that’s just tip of an iceberg! You can manage your team performance and protect your social media accounts against fraud. 

    Price: Hootsuite starts at $19 per month. 

    Best for: teams who want an all-encompassing tool and work on multiple projects at the same time. 

    What Does Twitter Analytics Tell You

    Let’s start with the basics. Once you familiarised yourself with the best Twitter analytics tools, you need to know which metrics to follow.

    Sometimes it’s hard to distinguish the valuable data from the vanity metrics – numbers that look good on the paper but don’t offer any essential insights into your Twitter marketing strategy.

    If set up right, Twitter analytics can be a powerful tool that will shape your Twitter marketing strategy. It will tell when to post, what to post and who your target audience is. The Twitter analytics tools will also take a look at the results of your paid campaigns and help scale the results to maximise benefits to your company. 

    Key Metrics to Follow in Twitter Analytics

    We’ve talked a bit about the pros of Twitter analytics. So let’s dig in and see which metrics exactly you should focus on to develop a bulletproof Twitter marketing strategy!

    1. Audience

    The first rule of successful communication states – know who are you talking to. The rule applies not only to Twitter but to all social media channels.

    Take a deeper look at variables such as:

    • age
    • gender
    • language
    • country of residence
    • income
    • education.

    Analysing this data will help you design content your audience want to see and engage with.

    That’s especially important when you’re present on many different social media platforms and are tempted to cross-post the same content. Your audience will get bored and abandon one of the channels if you don’t present dedicated content on each medium.

    Moreover, you might identify social media platforms where you’re not active, but your audience is. That way you get a new platform to broadcast your message.

    an aerial view of a desk with a laptop, smartphone, pens and post-it notes on it

    2. Content

    Twitter analytics will help you determine which content your audience find engaging and interacts with the most.

    Twitter expanded the length of tweets to 280 characters, but the official recommendation still advises to keep the posts short and to the point.

    Visuals tend to be a great addition as well, as Twitter data shows that people are three times more likely to engage with posts that include video or photos.

    When it comes to content you should take a deeper look at metrics like:

    • social media interactions
    • estimated social media reach
    • social media shares
    • social media likes.

    3. Timing

    Tweets have the shortest lifespan in the social media world, that’s why it’s crucial to post at optimal times. This point is closely related to determining your audience preferences. If your audience is mainly in the States and your office in Singapore, there’s no point in tweeting during your operating hours.

    Another topic is the frequency of tweeting. Because of the short half-life, you can post on Twitter more often than on Instagram or Facebook. After some time of regular posting, your audience will expect a certain amount of content every day.

    If you want to experiment with the posting times, keep a track of it in Twitter Analytics, so you can determine how your followers react to the changes.

    4. Advertising

    Social media managers usually follow the metrics related to advertising on social media platforms closely. Apart from cost per click and conversion rates, advertising analytics can help you determine the benchmarks for your posts.

    Take a look at the worst and best-performing tweets and try to determine what to replicate and what to avoid. Emulate the best performing tweets and avoid the content your audience is not interested in.

    What Is the Best Twitter Analytics Tool

    There’s no one answer to that question, as every one of us needs a bit different set of data. You have to choose a Twitter analytics tool that will provide you with the right insights and will help you grow your Twitter marketing strategy. The ideal next step in your Twitter strategy would be to draw the correct conclusions and reach your predetermined goals easily. 

    But the success on Twitter has to start with the right Twitter analytics tool. 

    What do you guys think about Twitter analytics tools? Would you like to add anything to the list? I’d love to hear your thoughts on Facebook, Instagram or Twitter, of course!

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