Twitter Analytics and Advanced Advertising: Take a Peek

Matt Aster
Matt Aster Manager, Inbound Marketing, Precision Dialogue

Posted on April 1st 2013

Twitter Analytics and Advanced Advertising: Take a Peek

I received a $50 credit to play around with Twitter Advertising, so I figured I'd give it a shot. Instead of using the basic ad interface I switched to advanced Ads because it opens the door to a ton of features and reporting not available in the basic. 

Naturally, since I'm not selling any products, I figured I'd just promote my account. Here are some of the interesting screenshots. Note, I'm a contributor to Web Analytics World, and a lot of what I write/tweet about involves search engines, so that explains why I chose the 2 accounts to target. Also note, because some of the folks that follow me are friends/family or just people I've met, I chose not to target people like my followers. 

Twitter Advanced Ads



The impression graph is pretty interesting; comparing that and the follow graph (not attached because it's only 7 followers), the first thing I'd do is start dayparting my advertising to hit the most relevant times of days to get followers. But Twitter doesn't have that option, yet.


social media analytics



This section of the reporting is pretty interesting; you get a sense of what interests people are into. I chose NOT to target by interest because I felt people that followed the 2 accounts was enough targeting for me.

Twitter metrics




I'm really loving the advanced advertising dashboard in Twitter, but the real reason to switch to advanced? Analytics! Check this out! This shows engagement by post, not just promoted posts! Look at the second tweet: it tells you how many clicks that link had. This is EXCELLENT if you want to measure clickthrough on Twitter, even without using UTM tracking on your own website. And obviously if you're linking to another site you can finally know how many people clicked without having to go out to Bit.ly. (You ARE using a link shortener right? Right?!)



Timeline Analytics

Hey, what about other people that post links to my website?! Well, they've got you covered! Just add a small line of code to your header to confirm you're the owner (no different that Google Webmaster tools) and voila, you get an awesome graph showing anyone that linked to your site in their Tweet.

Website Analytics

That's it! Enjoy it folks!

Matt Aster

Matt Aster

Manager, Inbound Marketing, Precision Dialogue

Matt manages the earned media side of inbound marketing at Precision Dialogue, and occasionaly updates his personal blog.

Matt started out as a database administrator at Goodyear Tire and Rubber Company within the enterprise data warehouse team, seeing all the possibilities for data in marketing he realized marketing was his future. From Goodyear he joined Progressive Insurance Company where he worked on email marketing, web experience, and web analytics. Most recently Matt was Marketing Manager at Steris Corporation managing all aspects of digital marketing including social media, search engine optimization, pay-per-click advertising and email strategy.

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Comments

Zach Y.
Posted on April 1st 2013 at 8:11PM

Looks good, I like the ability to target users by location, if there is the ability to target down to the state or zip code level, this could be a very great tool for many small businesses.

Matt Aster
Posted on April 2nd 2013 at 12:38PM

Great thought, I went back in and checked. You're able to target to State or DMA... so in most cases you're going to have to settle for the greater metro area. For example, I was able to target Cleveland-Akron, Ohio, but not Westlake Ohio (where our office is), from what I've seen with other advertising networks, this isn't too bad.

 

For small businesses, it'd probably be best to target either the metro area, or followers of businesses near your location. For example, if I was running a small business in Westlake I would not choose Cleveland-Akron, since that's going to give me too many people. Instead I'd focus on followers of @WestlakeOhio etc.

Good feedback Zach and great thinking! Thanks for the comment!