Article updated: March 09, 2023
Twitter metrics help you figure out how you're doing on Twitter. This article goes over the Twitter metrics available in Analytics. Use CTRL+F (CMD +F on Mac) to search content in this article.
Because Ow.ly information is associated with the Twitter/Ow.ly account used to shorten the link, you can find Ow.ly metrics here.
All Twitter post-level metrics (those that start with Post) include results for both organic and promoted tweets.
|Followers||The number of people following your Twitter accounts.|
|Followers online||The total number of followers who were online during the selected date range, broken down by day of the week and time of day. Online activity is based on your followers' interaction (replies, mentions, and direct messages) with your Twitter accounts. Selecting more than a week displays the average number of followers during that time. All times are in GMT.|
|Inbound messages||The total number of inbound messages (mentions and direct messages) received by your Twitter accounts.|
|Inbound messages table||A list of every mention and direct message received by your Twitter accounts, including sentiment, location, gender, and language data.|
|Mentions||The number of tweets where your Twitter handles are specified. This includes @mentions, replies, and old-style (RT) retweets.|
|Net new followers||The increase or decrease in the number of people who are following your Twitter accounts (the difference between the last day and the first day of the time frame).|
|Post Ow.ly traffic||The number of clicks on all Ow.ly links and vanity URLs included in the tweets published during the selected date range.|
|Post app install attempts *||The number of clicks to install an app via the tweet’s card.|
|Post app opens *||The number of clicks to open an app via the tweet’s card.|
|Post detail expands *||The number of clicks on your tweets to view more details.|
|Post engagement rate *||The average engagement rate for all your tweets, calculated as the sum of engagement rates for each tweet divided by the number of tweets. The engagement rate for a tweet is calculated as the number of times people interacted (clicked, retweeted, replied, followed, and liked) with your organic and promoted tweets divided by the number of times people saw your organic tweets.|
|Post engagements *||The number of times people have engaged with your tweets. This includes all clicks anywhere on the tweet (including on hashtags, links, avatar, username, and tweet expansion), retweets, replies, follows, and likes.|
|Post hashtag clicks *||The number of clicks on the hashtags in your tweets.|
|Post impressions *||The number of times people saw your tweets.|
|Post key interactions||The total number of interactions (retweets, replies, quotes, and likes) received for the tweets published in the selected time frame.|
|Post likes *||The number of likes received on all tweets published during the selected time frame.|
|Post link clicks *||The number of clicks on the links in your tweets.|
|Post media engagements *||The number of clicks on the images, GIFs, and videos in your tweets.|
|Post media views *||The number of views (auto-play and click) of the images, GIFs, and videos in your tweets.|
|Post permalink clicks *||The number of clicks on a tweets’ permalink, which is the link to another tweet.|
|Post quote tweets *||The number of times your tweets have been retweeted with a comment (also known as a quote).|
|Post replies **||The number of replies to your tweets. Retweets and mentions are not part of this number.|
|Post retweets *||The number of retweets received on all tweets published during the selected time frame.|
|Post shared via email *||The number of times people shared your tweets via email.|
|Post user follows *||The total number of times a person has followed you directly from a tweet.|
|Post user profile clicks *||The number of clicks on your name, @username, or profile photo from your tweets.|
|Post video views *||The number of times a video in a tweet has been 50% visible on a person's screen for at least two seconds.|
|Received DMs||The number of direct messages received by your Twitter accounts.|
|Top tweets||The one or three top-performing tweets and replies published from your Twitter accounts.|
|Tweets||The number of tweets published from your Twitter accounts, including replies.|
|Tweets table||A list of tweets published by your Twitter accounts, with their engagement metrics (retweets, replies, likes).|
|Tweets with Ow.ly clicks table||A list of tweets published by your Twitter accounts, with their Ow.ly link click metrics.|
* This metric does not include data for protected/private Twitter accounts. Data for this metric goes back to September 1, 2021.
** This metric does not include data for protected/private Twitter accounts. Data for this metric goes back to September 26, 2017.
Set the Twitter/Ow.ly account that was used to shorten the link as the data source. Then, you can view all Ow.ly link information for that Twitter account.
|Shortened Ow.ly links||The total number of Ow.ly links that were shortened using an Ow.ly account. A shortened link must receive at least one click to be included in this number.|
|Total Ow.ly link clicks||The total number of clicks on all Ow.ly links created using your Twitter accounts.|
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