Twitter is a continually growing platform, first introduced as a microblogging site. Since then, it has grown exponentially. In Q2 2021, Twitter had over 206 million daily active users. Useful for news, networking, customer service, and as an extension of your PR efforts. Twitter is a great platform to grow your business. If your company is utilizing Twitter as a marketing platform, it’s important to understand its metrics to ensure success in your marketing strategy.

So, what are Twitter metrics? Which ones need to be tracked?

All analytics are data points. Analyzing these data points correctly will help you determine useful information for your overall marketing strategy. For example, metrics can help you determine the best times to post, popular content, and other key performance indicators (KPIs) that can streamline your strategy.

Here are the most important Twitter metrics to track:

New Followers

New followers measure the number of new followers you have received within a certain time. Gaining new followers shows that your profile is getting traction and users find it interesting enough to follow regularly. Conversely, if you are losing followers, it might be a sign that you need to change your content.

 Top Tweet

Your top tweet shows you which tweet performed the best. It is important to keep track of popular posts so you can curate your future content to be in line with highest performers. Additionally, your top tweet might be a good option to for an ad.


Impressions are the number of times the tweet has appeared on a timeline. They show how far the tweet has gone across multiple feeds and give insight on what content your followers enjoy seeing from you. They can be tracked at the tweet level or the overall profile level.

Link Clicks

Link clicks measure the number of times users clicked a link inside your tweet. This is important because it provides insight on whether your call to action was compelling enough for users to click on your link.

Ultimately, it’s important to ensure that you are using these metrics to help you with your overall social media marketing strategy.

Remember! We’re here to help.  Kearley & Company is just a phone call, email, or text away. We assist credit unions by developing marketing and communications strategies that work. Our team can help bring new ideas to the table while helping ensure your plan is on track to deliver results.