Twitter’s New Analytics Suite

Alright folks, we’ve been waiting for this. Twitter has launched a new analytics suite that will allow advertisers to see more granular tweet metrics for both paid AND organic tweets. These analytics are long-awaited, as social marketers have had access to a plethora of analytics from Facebook for a long time that have left us longing for more in-depth metrics from other sites like Twitter and LinkedIn.

The new analytics feature stats about tweets, followers, and Twitter cards (their new paid tweet offering that can pull in content from websites). Below is a breakdown of the metrics.

Tweet metrics:

Tweet metrics

Tweet metrics

  • Impressions: the number of times users saw the tweet on Twitter.
  • Engagements: the total number of times a user has interacted with a tweet. This includes all clicks anywhere on the tweet (including links, hashtag, avatar, username, and tweet expansion), retweets, replies, follows (follows are only collected on paid tweets), and favorites.
  • Engagement rate: the number of engagements (clicks, retweets, replies, follows and favorites) divided by the total number of impressions.

Follower metrics:

Follower metrics

Follower metrics

  • Followers over time
  • Interests (most unique interests and top interests)
  • Location (top countries and states)
  • Gender

Twitter card metrics:

  • URL clicks
  • Install attempts
  • Retweets

New Twitter Design: Incorporating the Header Image

If you are a Twitter buff, you’ve likely seen the new profile design that Twitter announced a month ago, which includes a header image and a centered avatar (profile picture). Many social media enthusiasts and designers are criticizing the new design for its awkward layout, and undeniable similarity to Facebook’s cover photo which rolled out with the launch of Timeline.

Image Courtesy of Twitter.

So, why update your header image? As of June, 2012, 60% of Twitter’s 140-million-person active user base accesses the service via mobile devices (up from 55% of 100-million in September, 2011). On mobile (and tablet) devices, the Twitter background imagery is not displayed, however the header image and avatar are prominent. According to Twitter, eventually, all profiles will be updated to the new design automatically but Twitter will notify all users before making this change.

Need help getting started? Learn more from Twitter’s profile page one-sheet, or check out Cypress North’s blog post which features design tips and templates for you to download and use. Aslo, here are the spocs you need to know:

  • Header image:
    • The display size of the Twitter header image is 520px x 260px
    • Maximum file size of 5MB
    • 1252px x 626px for optimal viewing across all devices
  • Profile background: JPG, PNG, or GIF file, up to 800kb. For custom designs, be sure to account for the following:
    • Background position: left, center or right
    • Background color
    • Link color
    • Overlay: black or white

What do you think of Twitter’s new profile design? Have you uploaded your header image? Comment with your Twitter handle and your thoughts below!


My name is Kerry Gallagher, I’m a Social Marketing Consultant with integrated marketing experience in both agency and non profit settings. I enjoy keeping up with trends in social marketing and digital media, and how they work with other forms of advertising. The purpose of this blog is to educate others about the opportunities in this space, and spark conversation. Feel free to reach out to me with questions or let me know what you’re interested in learning more about!