Using Twitter Cards is a great way to boost the impact of your tweets with fresh visuals, embedded media and deep linking to your mobile app.
Just like it’s important to utilize Google Analytics to see how your website is performing and what areas you need to focus on for improvement, Twitter Cards don’t do much good unless you are able to see what is working for you and what is not.
Recently, Twitter heard this response from card users and fulfilled this need with Twitter Card Analytics.
Gaining Access to Twitter Card Analytics
If you are an advertiser on Twitter or have implemented developer features, you already have access to the standard version of Twitter Analytics. If this is the case, you may have noticed an additional tab for Twitter Cards on your Analytics profile, which also features Tweet Activity (including Favorites, Retweets and Replies,” Followers and Websites).
If you use Twitter Cards, you can gain access to valuable insights about your cards performance, broken down by card type. Just like the standard suite of Twitter Analytics, the card section is incredibly easy to use and understand. The tool can also help you visualize the impact of your social media strategy on your overall marketing goals.
Twitter Card Analytics doesn't just monitor tweets by the brand that makes use of the cards, but also takes into account the impact of all tweets to pages on a publisher’s site.
Twitter Card Analytics at a Glance
There are several reportable metrics Twitter has implemented into Twitter Card Analytics. Twitter Analytics metrics are very simple, because the action its users are hoping to achieve is just a simple click, with the conversion taking place and being reported on as a referral elsewhere. Twitter focuses heavily on the click, click-through rate and number of impressions a given Twitter Card has received.
This graph provides an overall look at how your content performs on Twitter, showing the number of tweets with a link to your website. This includes links shared by you and links shared by all individuals on Twitter as a whole over a specific time period.
In the future, this information has the potential to be extremely beneficial to marketers and content creators who seeking information about the viability and success of content marketing and social media initiatives.
Change Over Time
This line graph shows how the data in your snapshot has changed over time, with lines representing tweets, impressions and URL clicks.
Monitoring changes over time provides businesses with the opportunity to measure the impact of shifts in strategy both on-site with sharing capabilities as well as with copy-testing for tweets and headlines.
This metric is especially useful if you are experimenting with several different Twitter cards. It compares the click-through rate and number of clicks on each type of card you have implemented into your social media marketing approach.
This section breaks down impressions and clicks by what from which apps, websites and widgets your influencers tweet. You may see results coming from Twitter’s Android or iPhone App, web, TweetDeck and SocialFlow, among others.
Now that you know how to measure the success rate of Twitter Cards, it's time to think about integrating them into your social media marketing approach. Need help developing a solid strategy? Contact SteadyRain’s online marketing experts today.