Twitter has opened up its advertising self-service platform to all users, with free access to the Twitter Analytics dashboard, which provides a number of metrics that help you really dig into your Twitter performance and data. This includes Timeline Activity, which tracks your top-performing tweets (favourites, retweets, replies, sortable by volume), and Followers, which breaks down your Twitter network by key demographics (gender, location, interests, and so on).
Of note: previously Twitter’s ad platform and analytics dashboard was available only to businesses, but it’s now open to individuals, too. Which means common or garden folks like you and me.
To access these new features, log into your profile on Twitter.com, click on the cog icon on the top-right of the screen and choose Twitter Ads. You’ll be promoted to log in again and, voila, there you go.
Some screenshots below:
Twitter Analytics: Timeline Activity
Twitter Analytics: Followers
All very exciting, as I’m sure you’ll agree.
I have some experience with Twitter’s full ad platform, which I’ve found to be very successful with the right campaign. But this is the first time I’ve had access to the self-service platform, and, after trying to setup some ads, I found that I could only target users in the United States and nowhere else. Not sure if this is a glitch or simply a temporary arrangement. As it stands right now, advertising just to folks in the U.S. isn’t going to be much use for a lot of international marketers.
Additionally, while checking out my Followers analytics I was somewhat surprised to see that the largest slice of my audience was in the U.S., which accounts for 37 percent of my connections, compared to just 19 percent for the UK. Indeed, New York, with a 4 percent share, is my top city. Now, I’ve learned to take the demographic numbers in the Twitter Analytics dashboard with a hefty pinch (they’re estimates), but this is quite a disconnect and somewhat interesting to me. I would have thought, at a minimum, the U.S. and UK would be on a par, given I’m based in the latter, and certainly it feels like I get more engagement from UK users. But I guess that’s another example of why the U.S. is still (far and away the) numero uno when it comes to Twitter. For the record, “Other” make up 27 percent of my followers, with Australia and India accounting for 3 percent each. Head on over to Twitter.com to check out your own Analytics data.