Article updated: April 16, 2024
Twitter metrics
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.
Twitter Page-level metrics
Page metrics or Page-level metrics display results that occurred during the selected date range for all posts published to a Page, regardless of when the posts were published. So, if you track any Page-level metrics in your reports, the data you see is for the entire Page. For example, a metric like Page video starts shows you the total number of times people started watching your videos during your selected date range - it doesn't matter if the videos were published during or outside of that range. Learn more about the difference between post-level and Page-level metrics
| Metric | Description |
|---|---|
| Followers | The number of people following your Twitter accounts |
| Followers online | The 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' replies, mentions, and direct messages for 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 number of times people mentioned and direct messaged your Twitter accounts |
| Inbound messages table | A list of every mention and direct message received by your Twitter accounts, with sentiment, location, gender, and language data |
| Mentions | The number of posts 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) |
| Posts ROI | The total return on investment (ROI) for all posts published to the selected Advanced Analytics accounts during time frame. We calculate ROI as the sum of metric values assigned by the social network (for example, 12 likes) multiplied by metric values assigned by you (for example, 2 points) |
| Received DMs | The number of direct messages your accounts received |
| Top tweets | The one or three top-performing posts and replies published to your Twitter accounts |
| Tweets | The number of posts and replies published to your Twitter accounts |
| Tweets table | A list of posts published by your Twitter accounts, with reposts, replies, and likes |
Twitter post-level metrics
Post metrics or post-level metrics only display results for pins published during the selected date range. So, if you review your post performance results or track any post-level metrics in your reports, like Post impressions, the data you see is only for the pins published during your selected date range. Learn more about the difference between post-level and Page-level metrics
| Metric | Description |
|---|---|
| Post app install attempts * | The number of times people clicked to install an app via the post’s card |
| Post app opens * | The number of times people clicked to open an app via the post’s card |
| Post detail expands * | The number of times people clicked on your posts to view more details |
| Post engagement rate * | The number of times people clicked, reposted, replied, followed, and liked your organic posts, divided by the number of times people saw them |
| Post engagements * | The number of times people engaged with posts you published during the time frame. This includes all clicks anywhere on the post (including on hashtags, links, avatar, username, and post expansion), reposts, replies, follows, and likes. Doesn't include protected posts |
| Post hashtag clicks * | The number of times people clicked on the hashtags in posts you published during the time frame |
| Post impressions * | The number of times posts you published during the time frame were displayed on a person's screen |
| Post key interactions | The number of times people reposted, replied, quoted, and liked posts you published during the time frame |
| Post likes * | The number of times someone liked posts you published during the time frame |
| Post link clicks * | The number of times people clicked on the links in posts you published during the time frame |
| Post media engagements * | The number of times people clicked on the images, GIFs, and videos in posts you published during the time frame |
| Post media views * | The number of times people auto-played and clicked on the images, GIFs, and videos in posts you published during the time frame |
| Post permalink clicks * | The number of times people clicked on a posts’ permalink, which is the link to another post |
| Post quote tweets * | The number of times posts you published during the time frame have been reposted with a comment (also known as a quote) |
| Post replies ** | The number of times people replied to posts you published during the time frame. Reposts and mentions are not part of this number |
| Post retweets * | The number of times people reposted posts you published during the time frame |
| Post shared via email * | The number of times people shared posts you published during the time frame via email |
| Post user follows * | The number of times a person has followed you directly from posts you published during the time frame |
| Post user profile clicks * | The number of times people clicked your name, @username, or profile photo on posts you published during the time frame |
| Post video views * | The number of times people watched at least 2 seconds of videos you published during the time frame with 50% of the video in view |
* 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.
Ow.ly metrics
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.
| Metric | Description |
|---|---|
| Post Ow.ly traffic | The number of clicks on the shortened Ow.ly links and vanity URLs in posts you published during the time frame |
| Tweets with Ow.ly clicks table | A list of posts published by your Twitter accounts, with their Ow.ly link click metrics |
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