Did you know? How to understand Twitter metrics

How To

Did you know? How to understand Twitter metrics

Twitter is a valuable communications and customer service channel for lots of businesses. But how do you measure your performance there and report your efforts to bosses and clients?

Raven builds in metrics and reporting features into our Twitter integration to make all of this easy.

Here’s everything you need to know to understand Raven’s Twitter metrics.

How to authorize a Twitter account

First, you will need to have a Twitter account authorized in Raven. You can authorize an account from a few different spots in Raven.

From the Dashboard module, simply click the Set Up Twitter button from the Twitter module. The system will take you to Social > Twitter.


From Social > Twitter, click the Add Twitter Account button. You will be asked to enter your Twitter credentials and authorize Raven to access your data.


If you already have an account authorized under a website, you can add another one. You can have multiple Twitter accounts authorized under a website. From the accounts drop-down menu, select Manage Accounts.


This action will take you to the list of Twitter accounts that you have authorized already. Click the Add Twitter Account button to start the process.


It takes 24 hours from the time your Twitter account is authorized for the data to populate. At that point we will start compiling your data. (Due to the limitations of the API we are not able to pull in historical data.)

Where to view Twitter metrics

Twitter metrics can be viewed in several locations across the toolset:

From the Dashboard

Individual Twitter account module

Raven offers a quick overview of one Twitter account with this module. It always displays data for the last 30 days.

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All Accounts Twitter module

If you have more than one Twitter account authorized under a particular website, you can  add the All Accounts module, which will display the number of followers, friends and posts for each authorized account.

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Social > Twitter

On Raven’s main Twitter activity page, you’ll find some top-line metrics to give you an idea of how your account is doing at a glance.

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By default, the metrics compare current numbers with those from the previous month, displaying the percentage change.

You can select the date range of your choice – or remove these figures altogether – by clicking the Statistics button on the top right.


Metrics > Twitter

In the Metrics tab, you’ll find the most in-depth Twitter metrics Raven offers. (Makes sense, huh?)

These Twitter metrics correspond to any date range you select from the date picker. (If you don’t choose one, we default to the past 30 days.)

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Here’s a breakdown of what all the metrics mean:

  • Following: The number of user feeds to which the Twitter account subscribes.
  • Followers: The number of users who subscribe to the Twitter account’s feed.
  • Total mentions: Total number of tweets that included the Twitter account’s username. Total Mentions is the sum of all Replies, Retweets and Other Mentions.
  • Retweet reach: Maximum number of Twitter users potentially exposed to a retweet from this Twitter account.
  • Posts: Number of tweets posted by this Twitter account.
  • Replies: Number of @ replies posted by this Twitter account to other Twitter users.
  • Reply reach: Maximum number of users potentially exposed to a reply to this Twitter account.
  • Retweets: Number of retweets posted by this Twitter account, sharing other users’ tweets.
  • Follower/Following ratio: The ratio of followers to following for this Twitter account, expressed in decimals. If the account has more followers than it’s following, this number will be greater than 1. If the account has fewer followers than it’s following, this number will be less than 1.
  • Visits: The total number of visits to your website where Twitter is the referring domain. This data comes from Google Analytics.

You’ll also see a graph that plots the account’s total posts and mentions. Any events that users might add to the Event Manager will be shown on the graph, too, to help you make sense of the effects of your Twitter activity on a campaign.

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Here’s a breakdown of what these metrics mean:

  • Posts: Number of tweets posted by this Twitter account.
  • Mentions: Number of tweets that include the Twitter account’s username.

You can dissect this data further by choosing a specific section from the menu at left: Mentions, Connections and Referral Traffic.



Mentions is the number of tweets that includes the Twitter account’s username. The total number of mentions is the sum of all Replies, Retweets and Other Mentions. The graph displays this information for your selected date range.

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  • Replies: Number of @ replies posted by this Twitter account to other accounts
  • Retweets: Number of retweets made by this Twitter account, sharing other users’ tweets.
  • Other mentions: Number of mentions that include this Twitter account’s username but are not @replies or retweets.


The connections graph shows the associations you have made with your Twitter account, by displaying the number of Followers and Following.

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  • Following: The number of user feeds to which the Twitter account subscribes.
  • Followers: The number of users who subscribe to the Twitter account’s feed.

Referral traffic

If you have authorized your Google Analytics account, Raven will pull in referral data from twitter.co, or t.co, and display the number of visits for a given date range with Twitter as the referrer.

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How to generate a report with Twitter data

Once you have authorized your account and compiled your data, you can generate a report. In Social > Twitter or Metrics > Social (Twitter), simply click the Build Report icon on the top right of the page to create a quick PDF.

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To add your Twitter data to a more comprehensive report you can schedule, navigate to Reports > Wizard and from the Social tab select the Twitter module. Be sure to choose the Twitter account you would like to report on.

How to understand your Twitter report

In the PDF report, you’ll see a graph that includes number of posts, replies, retweets, followers, following and follower/following ratio. In the middle of the page you’ll see a pie chart focusing on your connections, showing retweets, replies and other mentions percentages.

The key performance indicator table displays metrics for the date range and a percentage change from the previous date range.

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Tell us what you think

  • Nicholas Groh

    Tracking Twitter metrics is an amazing feature incorporated. Also, the ability to use many handles makes switching between accounts and seeing metrics a breeze!