Master X (Twitter) Performance: 8 KPIs for 2024

15 min read

We all know Duolingo is the social media boss, and X (Twitter) is no exception. In the past 30 days, Duolingo received 3598 X (Twitter) mentions, achieving a 6.9 M reach on the platform. This corresponded to a whopping $513K in Advertising Value Equivalent (AVE).

And what can Lingodeer, their competitor, say about this?

Actually, there is one metric where Lingodeer comes out on top!

Want to learn which one? Read further!

X (Twitter) performance refers to the effectiveness of a brand’s X (Twitter) usage in achieving its marketing goals. This includes engagement rates (likes, retweets, comments), reach, sentiment, follower growth, and impressions. It assesses how well the brand’s content resonates with its audience, drives traffic to desired destinations, and contributes to marketing objectives like brand awareness, customer acquisition, and sales.

The past two years have been quite eventful for X (Twitter). 

With the Elon Musk acquisition and the platform name change, there have been many shifts and challenges. Many Twitter’s users, influenced by these events, opted for X (Twitter) alternatives.

Despite this, X (Twitter) remains a gold mine for finding new customers and promoting your company. With 550 million monthly active users, it’s a platform full of business opportunities.

That’s why more than half of the world’s companies use X (Twitter) to increase site traffic, attract new customers, and grow. 

It’s crucial to track your performance on X (Twitter) to ensure your marketing strategy is effective and potential clients notice you on this social media platform.

Discover 9 handy metrics to inform your marketing strategy and boost your X’s (Twitter’s) revenue.

What is X (Twitter) performance?

X (Twitter) performance is all about how well your X (Twitter) account is doing. 

Think of it like a report card for your social media efforts. It’s measured by looking at different metrics, like how many likes, retweets, and comments your posts get.

Imagine X (Twitter) performance like a party. 

If you throw a party and lots of people show up, have a good time, and tell others about it, that means you threw a great party. 

On X (Twitter), if many people see your tweets, like them, share them, and talk about them, it means your account performs well.

In marketing, good X (Twitter) performance means your content reaches and engages your target audience. 

The more likes, retweets, and comments you get, the more successful your X (Twitter) strategy will be.

It’s like getting high-fives from your followers for every awesome tweet you post.

Measuring performance on X (Twitter) is necessary to:

  • Understand Your Audience: By tracking metrics such as likes, retweets, and comments, you can see what content your followers enjoy and engage with the most. This helps you tailor your future tweets to their interests.
  • Improve Content Strategy: Performance X (Twitter) data show you which types of posts (text, image, video) are most effective. Use this information to create more of what works and less of what doesn’t.
  • Track Growth: Keeping an eye on follower count and engagement rates over time helps you see how your audience is growing and how your content strategy impacts that growth.
  • Control ROI: For businesses, it’s important to note if the time and money spent on X (Twitter) are paying off. Performance metrics help you determine the return on investment by showing how your social media efforts translate into business goals.
  • Benchmark: Comparing your performance metrics to industry standards or competitors shows you how well you’re doing and where you can improve.
  • Adjust and Optimize: Continuous measurement allows you to tweak your strategies in real-time. If something isn’t working, you can change your approach quickly to improve results.

Track X (Twitter) metrics for actionable insights!

How to monitor performance on X (Twitter)?

Imagine you’re throwing a big party. 

You send out invitations, set up decorations, and prepare tons of snacks. 

The big night arrives, and your guests start pouring in. 

But you have no idea how many people showed up, which snacks they liked, or what part of the party they enjoyed the most. 

Sounds chaotic, right? 

That’s what it feels like when you don’t monitor your performance on X (Twitter). 

You’re putting in effort, but you have no clue what’s working. 

So, how do you measure performance on X (Twitter)? 

Here are the metrics you should track in the social media world:

01 Social media reach
02 The volume of mentions
03 Impressions
04 Share of voice (SOV)
05 Sentiment
06 Followers growth
07 Presence Score
08 Engagement Rate

01 Social media reach

Social media reach is like the number of eyes that see your content. 

It’s all about how many unique users come across your tweets on X (Twitter). 

Imagine you’re throwing confetti in a big crowd – reach is about how far those little pieces of confetti spread. 

You can measure social media reach to see how many people are catching sight of your tweets. 

But your overall reach on X (Twitter) extends further than your X (Twitter) account reach. 

How come?

It’s because all the tweets mentioning you contribute to your reach and build your brand awareness

What you need is a media monitoring tool that applies a holistic approach to measuring your reach. This way you can learn the real impact your company has on X (Twitter) users.

A handy tool for this is Brand24. It tracks the general reach of your X (Twitter) mentions

It’s like having a radar that shows how far the buzz about you travels. 

With Brand24, you can see how wide your message is spreading across the Twitterverse.

And what are the exclamation marks on your chart? 

That’s the Anomaly Detector. 

It identifies peaks in your reach and analyzes the reason behind them. Click on the exclamation mark icon and learn the origin of the sudden spike.

What’s more, with Brand24 you can check which social media platform accounts for most of your reach and which social media platform is the most reach efficient for your business.

Go to the AI-powered Metrics Analysis to find this insight.

Thanks to measuring social media reach and X (Twitter) reach, you can:

  • Understand Your Impact: You can see how many people actually come across your brand on X (Twitter). This helps you gauge your influence on the platform.
  • Track Campaign Success: You can measure your X (Twitter) marketing campaigns’ performance in real time and adjust accordingly.
  • Identify Trends: Spotting when and where your mentions peak can provide insights into what’s driving conversations about your company.
  • Boost Engagement: By understanding reach, you can find ways to engage more effectively with your audience and grow your following.

Measure X (Twitter) reach with Brand24!

02 The volume of mentions

The volume of mentions is like the chatter at a party – it tells you how often people are talking about you. 

In the context of measuring X (Twitter) performance, the volume of mentions is crucial. 

It shows how much buzz your company or content is generating. 

When you note a high volume of mentions, it’s a sign that people are engaged and interested in what you’re sharing. 

Tracking this metric helps you understand the effectiveness of your tweets and campaigns. 

It’s like having a pulse on the conversation, allowing you to see if your message is resonating and making an impact in the Twitterverse.

With Brand24, you can track mentions and their number. Just enter the keyword you want to monitor ( company name, product, campaign hashtag, etc.) and start a project. 

It’s so simple!

With Brand24, you will also get AI-powered insights, such as detecting the sources that collect the most mentions. 

You’ll find it in the Metrics Analysis tab.

Thanks to tracking X (Twitter) mentions, you will find out:

  • Your Brand Visibility: Monitoring mentions lets you know how often your company is being talked about on X (Twitter), giving you insight into your overall brand visibility and presence on the platform.
  • Engagement Opportunities: Identifying who mentions you and engaging with their tweets opens up opportunities for building relationships, addressing concerns, and amplifying positive interactions with your audience.

Measure the volume of mentions on X (Twitter) with Brand24!

03 Impressions

Impressions show how many times your tweet was seen by unique individuals.

Think of it as the number of times people glance at a billboard. 

Even if they don’t interact, they’ve still noticed it. By tracking impressions, you know how far your content is reaching. 

To evaluate impressions, use X (Twitter) Analytics. It gives you a clear count of how often your tweets appear in users’ feeds. 

This helps you see what’s catching people’s eyes and what isn’t, allowing you to tweak your content to boost online visibility and engagement.

Thanks to measuring impressions on X (Twitter), you will find out:

  • Reach of Your Tweets: You’ll see how often your tweets are viewed.
  • Content Effectiveness: You can identify which tweets are gaining the most views, showing you what types of content are most popular.
  • Timing Insights: By noticing when your tweets get the most impressions, you’ll learn the best times to tweet, helping you optimize your posting schedule.

04 Share of voice

Share of voice is like your brand’s share of the conversation pie on X (Twitter). 

It’s an important metric for measuring your X (Twitter) performance because it shows how much of the total market chatter is about you compared to your competitors. 

Think of it as a popularity contest at a party. If everyone’s talking about you more than anyone else, you’ve got the biggest slice of the pie! 

By tracking the share of voice, you can see what percentage of brand awareness within your market belongs to you. It helps you understand where you stand in the competitive landscape and if your efforts are paying off. 

Plus, it’s always determined in relation to your competitors, giving you a clear picture of your position and highlighting areas for improvement.

That’s where specialized tools come in to support your X (Twitter) analysis.

Wanna know what’s best about AI-powered X (Twitter) tools? 

It’s that they can measure your SOV based on the collected mentions. 

Moreover, with Brand24, you can choose and change the projects in the comparison! This will give you a holistic picture of your company on X (Twitter).

Let’s take a look at an example. 

Here’s a comparison of Duolingo and Lingodeer. 

Oh wow, Duolingo is smashing it!

But does it mean that Lingodeer has no chance in this encounter? Not definitely. 


Learn in the next paragraph.

Thanks to measuring the share of voice, you will find out:

  • Your Market Position: You’ll see how much of the conversation is about your brand compared to your competitors, helping you understand your standing in the market.
  • Effectiveness of Campaigns: You’ll be able to measure the success of your marketing campaigns in increasing your brand’s visibility and influence within the industry.

Measure your performance on X (Twitter) with Brand24!

So, what else counts besides SOV?

Here’s the answer:

05 Sentiment 

Measuring sentiment is like checking the mood of the crowd at your party. 

It tells you if people are talking about your brand in a positive, negative, or neutral way. 

This is crucial for assessing your X (Twitter) performance as it helps you understand how people feel about your content and brand. 

If the sentiment is mostly positive, you’re doing great! 

If it’s negative, you know you need to make some changes. 

Brand24 makes this easy by automatically measuring the sentiment of your mentions. 

It’s like having a mood detector that keeps you in tune with your audience’s feelings to keep the good vibes going and promptly address any issues.

Thanks to sentiment monitoring, you will find out:

  • Audience Feelings: Understand how your audience feels about your brand, whether their reactions are positive, negative, or neutral.
  • Reputation Management: By spotting negative sentiment early, you can address issues quickly and manage your brand reputation more effectively. In case of a sudden crisis, you can swiftly start an online reputation repair process.
  • Customer Insights: Analyzing sentiment gives you deeper insights into your customers’ opinions and experiences, guiding your strategies and improvements.

Check what X (Twitter) users say about you!

But X (Twitter) sentiment analysis doesn’t stop there.

Brand24, with its unique AI models trained for the past 12 years, has two more aces in the hole.

Firstly, Brand24 is capable of detecting the exact sentiment of your mentions. It doesn’t stop at positive and negative but goes deeper into feelings recognition.

Another great feature is the detection of the most negative source. This allows you to easily identify sources of negativity and fix things before they escalate.

Check how X (Twitter) users feel about your brand!

06 Followers growth

Measuring follower growth on X (Twitter) is like keeping track of your fan club. It’s important because it shows how your audience is growing over time. 

Think of it as counting the number of people who join your party. The more, the merrier! 

By monitoring follower growth, you can see if your content is resonating with people and attracting new followers. 

To measure follower growth, simply track your follower count over time. 

You can also use X (Twitter) Analytics tools to see trends and understand what’s driving your growth. 

This helps you gauge the effectiveness of your content strategy and engagement efforts so you can keep the party going strong!

Here are the benefits of measuring follower growth on X (Twitter):

  • Audience Expansion: Tracking follower growth helps you see if your audience is increasing over time, indicating that your content is resonating with new people.
  • Content Relevance: A growing follower count suggests that your tweets are valuable and relevant to your audience, encouraging them to hit that “Follow” button.
  • Brand Authority: A steady increase in followers can boost your brand’s credibility and authority in your industry or niche, showing that people trust and value what you have to say.

07 Presence Score

Presence Score is an overall assessment of your brand awareness and popularity online. 

It’s our unique metric you won’t find in other media monitoring tools

Carefully invented by our computer science specialists it combines metrics such as brand awareness and popularity to assess how visible and present your brand is online. 

By tracking your Presence Score, you can see if you’re consistently making a splash or if you need to ramp up your X (Twitter) usage efforts. 

Thanks to measuring Presence Score, you will find out:

  • Brand Visibility: How often your brand is seen and talked about on X (Twitter) and beyond, giving you insights into your overall reach and exposure.
  • Overall Performance: A holistic view of your X (Twitter) presence, combining various metrics to give you a clear picture of your brand’s impact and influence on the platform.

Brand24 can measure your Presence Score for you!

08 Engagement rate

Measuring engagement rate is like checking how many guests are dancing and having a good time at your X (Twitter) party. 

It shows how actively your social network is interacting with your posts through likes, retweets, replies, and shares. 

As a company, assessing your average engagement rate helps you understand the effectiveness of your content and its appeal to your followers. 

You can use X (Twitter) Analytics to track these interactions, giving you a clear picture of what resonates with your audience.

X (Twitter) Video Engagement

Videos often capture the most attention, so measuring how your social network engages with your video content is crucial. 

Track metrics like video views, likes, reposts, and comments on your video using X (Twitter) Analytics. 

This helps you see which videos are hitting the mark and which need tweaking, ensuring your video content continues to entertain and engage your social network effectively. 

Tip: Benchmark the performance on X (Twitter)

You need to systematically track and compare your results to effectively measure performance. 

With benchmarking, you can measure your performance against industry standards, providing valuable context for your metrics.  

The Main Benefits of Benchmarking Performance on X (Twitter):

  • Identify Strengths and Weaknesses: Competitor analysis helps you compare your performance to others, you can pinpoint what you’re doing well and areas that need improvement.
  • Set Realistic Goals: Understanding where you stand helps you set achievable targets based on industry benchmarks.
  • Stay Competitive: Keeping an eye on your competitors’ performance ensures you stay ahead of the game and adjust your strategies as needed.
  • Optimize Strategies: Benchmarking provides insights into best practices and successful tactics used by others, helping you refine your own approach.

You can effortlessly benchmark against your competitors with Brand24. Use the comparison tab to get a handy overview of your performance compared to a different company in the niche.

Benchmark X (Twitter) performance with Brand24!


Without measuring your social media company performance, it’s like throwing a party without knowing if your guests are having fun. 

You can’t tell if your efforts are bringing the desired results.

With Brand24, all your X (Twitter) data is kept in order and automatically turned into actionable insights. 

It’s like having a party planner who keeps everything organized and gives you feedback on what’s working and what’s not.

Remember to monitor your volume of mentions, reach, sentiment, and more to truly understand how X (Twitter) users perceive your content. 

This way, you’ll ensure your efforts are hitting the mark and your audience is enjoying the party you’re hosting on X (Twitter).

Final thoughts:

  • More than half of global companies use X (Twitter) to drive traffic and attract new users to their site. Join the cream of this business world and see your revenue grow!
  • Monitor your performance on this social platform to know if your efforts pay off.
  • Brand24 new features leverage AI to provide you complete and detailed insights about your performance on X (Twitter). What’s more you can also use it for any other social media platform and your general Google performance measurement!

Brand24 is all your company needs for measuring metrics and tracking mentions!

Monitor X (Twitter) metrics with Brand24!

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