A crucial part of any business campaign is measuring the effects, drawing conclusions, and planning your next steps.
Social media marketing has a huge advantage: you can measure almost everything with any number of tools.
To measure the effects of your Twitter campaigns, start with their native tool – Twitter Ads. If your campaigns become bigger and you still need more options, you can always use external partners.
The Twitter dashboard shows all activity from your funding sources. What’s displayed can be filtered by objectives or campaign statuses. And remember to always adjust the date to the appropriate time.
Depending on your business goals, use varied campaign types and ad formats. different metrics will also be key KPI’s (Key Performance Indicators) for you. For example, your number of followers will be important if you want to build community and brand awareness. But it will not be as important if you’re running a ‘Leads’ driven campaign.
Remember to set expectations realistically and compare the results of your campaign to your previous activity. This will let you optimise better and see what’s working best for your business.
Lastly, the results from social media platforms should be analyzed in a broader context. Use Google Analytics or other tools to see how social campaigns improve the performance of your website, blog, or shop.
Where do I start with KPI’s?
| Objective/campaign type | Key metrics | Observe also | Other |
| Followers | Followers
Cost per Followers Impressions |
Engagement
Link clicks Conversions (if web tag is implemented) |
Number of visitors from Twitter
Time spent Purchases Pageviews |
| Tweet Engagements | Engagement (and types)
Cost per Engagement Impressions |
Followers
Conversions (if web tag is implemented) |
Number of visitors from Twitter
Time spent Purchases Pageviews |
| Website Clicks or Conversions | Clicks
Tag actions (visits, purchases, sign ups, downloads etc.) Cost per click Cost per conversion Card Engagements Impressions |
Engagement
Followers |
Number of visitors from Twitter
Bounce Rate Time spent Purchases Downloads Average purchase value Basket drops Pageviews |
| App Installs or Re-Engagements | Clicks
Cost per click Installs Cost per click to install Card Engagements Impressions |
Engagement
Followers |
In-app actions
Purchases Average purchase value Time spent in app |
| Leads | New leads
Cost per lead Card Engagements Impressions |
Engagement
Followers |
Number of visitors from Twitter
Time spent |
| Video Views | Media views
Cost per view Engagement Impressions |
Followers | Number of visitors from Twitter
Time spent |
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