The post was updated on May 4th, 2020 to present the brand new selection of top Twitter analytics tools.
Twitter analytics tools will help you boost your marketing strategy. The data you will receive will have a positive impact on your marketing KPIs. Let’s see which analytics tools will give you the boost in the right direction and provide the data you need.
We will start with a short recap of the best paid and free Twitter analytics tools. We’ll also discuss the metrics you should follow closely to make the most informed decisions and bring your social media marketing to the next level.
Best Twitter analytics tools
You might find a combination of analytics tools the most useful, so feel free to combine two or more Twitter analytics tools to gather the most helpful set of data.
Without further ado, here are the best Twitter Analytics tools!
Surprise, surprise, we made our list!
Brand24 is a social listening tool that offers robust Twitter analytics.
One of the strongest features of Twitter analytics is the ability to measure hashtag performance. It 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, in two analytics dashboard you can find information about:
- a total number of results from Twitter;
- a tweet count containing specific keyword or hashtag
- estimated Twitter reach;
- social media interactions, shares, and likes
- the number of positive and negative mentions.
By analysing the combined data, Brand24 will calculate the influence score to help you find the most suitable influencer for your next Twitter influencer marketing campaign.
The tool will also generate a list of trending hashtags you can use to boost your reach even further.
Brand24 is the tool of choice if you want the run influencer marketing or any other social media marketing campaigns.
You can export all the data to custom reports that can contain your logo.
Best for: any business interested in strong hashtags analytics and Twitter reach metrics and who would like to identify the best influencers for a successful Twitter marketing campaign.
2. Native Twitter analytics
Native analytics is a perfect tool for anyone at the beginning of their digital adventure. It offers a bunch of great social analytics metrics that will help you step up your Twitter game, such as:
- top Tweets;
- top mentions;
- engagement rates
- profile visits.
But the real value of native Twitter analytics is the demographic data. Twitter Analytics will help you determine precisely who your target audience is and what type of content will suit their needs best. The Twitter analytics tool lists all the necessary data, including:
- marital status;
- buying style.
That is a goldmine of audience insights and consumer behavior! Besides, with native analytics, you can benchmark the data against those available for all of Twitter, as well as predetermined groups.
Price: This is one of the best free Twitter analytics tools.
Best for: beginners who don’t want to invest in a paid Twitter analytics tool or as an addition to premium tools
3. Sprout Social
No listing of social tools will be complete without Sprout Social! Sprout Social is one of the most popular social media marketing tools available. And rightly so!
Sprout Social offers a robust reports which you could easily present to the C-suite.
The Twitter analytics tool will help you:
- determine top performing posts
- find the subjects most often mentioned in connection with your brand
- discover new topics for discussion to spark engagement on your Twitter account
Sprout collects historical data for your social media account.
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. You have all the data in one place. The tool allows you to prepare competitors report.
Price: starts at $99, offers a 30-day free trial
Best for: Business who needs to deliver reports to their C-class management and is looking for a robust social media management platform.
Mentionmapp is by far my favourite Twitter analytics tool, mainly because it’s something completely different.
Instead, Mentionmapp creates a mind map that presents connections between user profiles and hashtags that you’ve mentioned in the past.
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).
5. Tweet Binder
Tweet Binder, apart from Instagram and Twitter analytics, offers services dedicated to events, for example, creating a social media wall with full moderation suite. Moreover, you can get access to Twitter historical data and hashtag monitoring.
It also identifies influencer accounts that will best suit your influencer marketing campaign.
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 marketing managers to see how Twitter can help you with effective Twitter marketing!
Price: starts at €79 a month
Best for: businesses that need real-time hashtag monitoring and are preparing an event where they need a social media wall.
6. Union Metrics
It is 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:
- count the number of tweets for a specific hashtag
- determine the best content for Twitter
- identify top times to post to reach your target audience
- research trends to find ideas for new content
- set benchmarks to see how your competitors are performing.
If you’re a newbie to Twitter analytics game, Union Metrics offers some free tools as well.
A Twitter assistant will analyse your recent Tweets, and based on this analysis, will provide customized recommendations on how to improve your Twitter strategy.
The second bets free Twitter analytics tool you can use to your advantage 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 top performing posts
- a simple and elegant report you can share with your colleagues
Price: Paid Union Metrics tool starts at $23.
Best for: For marketers looking for social intelligence tool and analytics solution
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. With the information provided in its dashboards 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 unique Keyhole feature is the Keyhole Premium Support. A dedicated professional (for additional fee) will help you track your hashtags or perform market research.
Price: starts at $99 per month.
Best for: businesses in need of real-time hashtag tracking.
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!
One of the most important features of Twitonomy is the comparison of two Twitter accounts. You can easily track your competitors account. 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: brand who needs a robust Twitter analytics data of more than one account.
Followerwonk analyses your Twitter audience. The Twitter analytics tool will provide you with lifestyle information, for example:
- 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 for a marketing campaign or another kind of outreach.
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.
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 channels.
Hootsuite is a full stack analytics tools, and more! It allows you to:
- schedule your posts in advance
- monitor performance of content
- discover new content to repost
- organize your content in a shared content library
- get an overview of your key metrics
- create reports.
And that’s just tip of an iceberg! You can manage your team performance and protect your 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?
A well-chosen Twitter analytics tool will give you exactly the data you need to meet your desired business outcome.
What type of analytics solution you choose, depends on the goal you want to achieve. Twitter analytics tool will provide the data for how you should do it.
Monitoring Twitter data will give you an opportunity to track Twitter metrics such as:
- the engagement of your tweets (a robust Twitter analytics tool should calculate the number of likes, comments, and retweets)
- the social media reach of your tweets (a number showing how many people could have come in contact with your brand)
- tweets mentioning your brand with the @ handle
Analyse the important Twitter metrics that will help you grow your brand awareness:
- find the most active public profiles talking about your brand or product and use their influence to your advantage
- grow your business by incorporating brand awareness strategy to your Twitter
Twitter analytics tools will help you manage the Twitter content strategy:
- discover Twitter trending hashtags within your business niche and adjust your content accordingly
- see what engages your audience the most to develop content your audience wants to see
- always reply when someone is talking about your brand, product, or service
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!
The first rule of successful communication states – know who are you talking to.
Take a deeper look at variables such as:
- country of residence
Analysing this data will help you design content your followers want to see and engage with.
That’s especially important when you’re present on many different social platforms and are tempted to cross-post the same content. Your followers will get bored and abandon one of the channels if you don’t present dedicated content on each medium.
Moreover, you might identify social channels where you’re not active, but your audience is. Take advantage of this fact and broadcast your brand message even further.
Twitter analytics will help you determine which content your audience find engaging and interacts with the most.
When it comes to content you should take a deeper look at metrics like:
- social media interactions, likes, and comments
- estimated social media reach
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. 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.
Social media managers usually follow the metrics related to advertising 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.
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