[Publish] Analytics: Overview Report for Twitter Profiles

The Overview Report for Twitter Profiles is only available on our Business Plan. More information on our plans can be found here.

IN THIS ARTICLE

Report features

The Overview Report provides insight into your overall engagement levels. This section of the guide provides an overview of the available features, tables, and charts.

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Customizing the date range

Use the date picker to choose a preselected or custom date range. This will be reflected in the tables and charts throughout the report.

Exporting the data

All of the data can be exported to both CSV and Images, using the buttons at the top right of the report. Both of these options will generate a Zip folder of each report displayed on the page.

You can download sample reports here >>

Performance table

The performance table shows aggregate metrics for all tweets sent during the selected date range, including native tweets.

Why is this useful? This table is designed to give you at-a-glance insight to how you're performing over a specified date range. These are key performance metrics for Twitter and you want to see lots of green! Check this table regularly to help build up your long-term intuition on overall performance.

Engagements and audience chart

The engagements and audience breakdown chart allows you to view and compare performance metrics and followers over time. You can choose to view the performance for the previous period as well, which will allow you to compare metrics for the same amount of time immediately proceeding the selected date range. In the legend at the bottom of the chart, you will find the total number of the chosen metric over the selected date range.

Why is this useful? This chart allows you to gain insight into the general engagement of your tweets, your overall number of followers and to compare performance over periods of time. In an ideal world, previous period totals would always be lower than the current period.

Engagements by hour of the day chart

The engagements by hour of the day chart shows you a breakdown of the engagements you earned, by the hour, for all the tweets sent in the selected date range. The bottom portion of the chart shows you during which hours your tweets were actually sent.

Why is this useful? This chart is useful for identifying when your audience is most active. Keep in mind that when you tweet will also affect this, but it should provide some insight into the best times for you to engage.

Average performance table

The average performance table shows you the average performance per tweet, for all of the tweets sent during the selected date range.

Why is this useful? This table will help you identify, set and measure performance goals. This is also a good table to review regularly, to help build up a strong intuition on performance over a long period of time.

Top posts table

This table shows you the top 10 best-performing tweets, sorted by impressions. Use this table to review your most effective tweets.

Why is this useful? Analyze these tweets and try to identify common patterns, such as the type of tweet (image, video, link, etc.), the time it was sent, the phrasing and subject matter. After identifying potentially successful patterns, experiment with those on future tweets to try and maximize their performance.

Performance Metrics

Metric descriptions

Various performance metrics are available for Twitter Profiles in the Overview Report. The list below provides a description of each metric.

  • Tweets: The number of tweets sent in the selected date range, which includes tweets sent outside of Buffer Publish. It does not include replies or retweets.
  • Impressions: The number of impressions you got on tweets sent in the selected date range. An impression is defined as the number of a times a tweet is served to a user in either their timeline or search results.
  • Engagements: The total number of times a user interacted with the tweets sent during the selected date range. Interactions include retweets, replies, follows, likes, and clicks on links, cards, hashtags, embedded media, username, profile photo, or tweet expansion.
  • Retweets: The number of retweets you received on tweets sent in the selected date range.
  • Likes: The number of likes received on tweets sent in the selected date range.
  • Clicks: The number of clicks you earned on tweets sent in the selected date range.
  • Replies: The number of replies received on the tweets sent in the selected date range.
  • New Followers: The number of new followers you gained or lost during selected date range.
  • Total Followers: The total number of your followers.

Metrics available in each table and chart

The table below provides an overview of which metrics are available in each table and chart throughout the report.

Metric Performance table Engagements and followers chart Engagements by hour of the day chart Average performance table Top posts table
Tweets
Impressions
Engagements
Retweets
Likes
Clicks
Replies
New Followers
Total Followers

Common Questions

1

Where does the data come from?

All metrics, including clicks, are pulled from Gnip, which is Twitter’s enterprise data service.

2

Are native tweets included?

Native tweets are included in the Overview Report. Data on anything you publish on Twitter directly, or through another third party app, will be shown in the Overview Report.

3

How often is the data refreshed?

All of the data Buffer Publish gets from Gnip is on a per-tweet basis and we're only able to check for new engagements a limited number of times on each tweet. In practice, we're able to get data for 7 days following a tweet being published. That means if you sent a tweet on Monday, we’ll keep checking it for new engagements and impressions until the following Sunday. After that, we can no longer re-check the tweet, and from then onward, its metrics will remain the same within Buffer Publish.

4

How far back does the data go?

Analytics are never deleted so you'll always be able to customize the date range as far back as you'd like. When you subscribe to a Business Plan, or connect a new Twitter account and you’re already on a Business Plan, Buffer Publish will backfill the past 100 native tweets within a 28 day range.

5

Why might there be a discrepancy between the data in Buffer Publish and the data in Twitter Analytics?

There are a couple of reasons you might see a discrepancy between the data in the Overview Report in Buffer Publish and the data in Twitter Analytics.

Firstly, all of the data Buffer Publish gets from Gnip is on a per-tweet basis and we're only able to check for new engagements a limited number of times on each tweet. In practice, we're able to get data for 7 days following a tweet being published. That means if you sent a tweet on Monday, we’ll keep checking it for new engagements and impressions until the following Sunday. After that, we can no longer re-check the tweet, and from then onward, its metrics will remain the same within Buffer Publish. Twitter, on the other hand, will continue to track data perpetually, meaning the data will continue to be updated as you receive more engagements after 7 days.

Secondly, Buffer Publish does not currently track data on retweets or replies in the Overview Report, which is why you might notice the number of tweets may be lower than what you see in Twitter Analytics. The reason we don’t include retweets or replies is that they can skew the most useful insights that help measure and report performance on Twitter. Without replies and retweets, we’re able to more accurately measure and report your true performance on Twitter. For example, some brands use Twitter for customer service and therefore have a tremendous number of replies in a given time period. By their nature, replies have very low overall engagement and could make it otherwise appear like your total engagement is very low, when in reality your non-reply Tweets are performing very well.

6

Why might there be a discrepancy between clicks in Buffer Publish and clicks in Bit.ly?

Click metrics shown in the Overview Report are pulled from Gnip. Gnip counts the number of clicks on a specific tweet.

Bit.ly on the other hand, will count the total number of times a specific ink has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see in Bit.ly will include all of those clicks. This means you may notice a discrepancy between click metrics in Buffer Publish compared to Bit.ly.