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Everything you need to know about our newly updated Twitter Trackers

We've upgraded the entire Twitter Tracker - from how it works to how it looks. Here's what's new and how the Tracker has changed. (You can see it in action in your account here.)

What's new? 

Our Twitter Trackers got a sweet facelift. If you use our suite or are familiar with our Instagram, Tumblr or Facebook analytics, you're familiar with the new Twitter Tracker look. If not, welcome! This will walk you through everything that's changed. 

By default, new Trackers now show data from the past 30 days when you first load them. You can change this date range any time using the calendar date range selector in the top right corner. All your data is still there. 

In account Trackers, we've moved the owned metrics around, mostly to the metrics bar immediately below the overview graphs. We've also updated the followers graph to better show follower growth over time. (Read more on those metrics below.)

The top tweets that show up on the new Tracker overview are sorted by impressions. If you'd like to sort on other dimensions, like potential reach or retweets, just click View All Tweets (the three-lines icon at the top right of the top tweets section).

We've labeled our reach and impressions metrics more specifically to indicate that these are measures of potential reach and impressions, and called out more specifically when they are direct or amplified metrics. How we calculate potential reach and exposure/impressions has not changed; only the labeling has. 

A few definitions

Here's a few of the main metrics in our Twitter Trackers and how they're calculated. 

Account Tracker

Potential reach: The size of the unique potential audience that received tweets from or about your account

Potential impressions: The total number of potential impressions (non-unique) generated by tweets about your account

Frequency: The number of potential impressions generated compared to the unique reach (impressions per recipient account)

Total tweets: The total number of tweets from or about your Twitter account

  • Owned: The number of tweets from your Twitter account
  • Earned: The number of tweets that mention or retweet your Twitter account

Contributors: The number of unique people who have mentioned your Twitter account

  • Tweets/contributor: The average number of tweets posted per unique contributor
  • Average followers: The average number of followers of all contributors 

Followers: The total number of followers of this Twitter account

  • Net change: The total change in follower growth over the selected time period
  • Average daily growth: The average number of followers gained by day

Metrics bar

  • Potential direct impressions: Total potential impressions contributed by this account's tweets
  • Potential amplified impressions: Total potential impressions contributed by retweets of this account's tweets
  • Retweets received: The total number of retweets received by this account's tweets
  • Retweet rate: The average number of retweets per tweet this account receives

Tweet Breakdown 

  • Tweets: The total number of all tweets in this Tracker - it should generally be the sum of regular tweets + retweets + replies
  • Regular: The number of regular tweets - any tweet that isn't a reply or retweet
  • Retweets: The number of retweets in this Tracker
  • Replies: The number of @replies in this Tracker
  • Mentions: The number of tweets of any type that mentioned this account's handle

Topic Tracker

Potential reach: The size of the unique potential audience that received tweets about your search term(s)

Potential impressions: The total number of potential impressions (non-unique) generated through tweets about your search term(s)

Frequency: The number of potential impressions generated compared to the unique reach (impressions per recipient account)

Total tweets: The total number of tweets about your search term(s)

  • Tweets: The number of standard tweets about your search term(s)
  • Retweets: The number of retweets of tweets about your search term(s)

Contributors: The number of unique people who have tweeted about this topic

  • Tweets/contributor: The average number of tweets posted per unique contributor
  • Average followers: The average number of followers of all contributors 

Tweet Breakdown 

  • Tweets: The total number of all tweets in this Tracker, which should generally be the sum of regular tweets + retweets + replies
  • Regular: The number of regular tweets, a.k.a. any tweet that isn't a reply or retweet
  • Retweets: The number of retweets in this Tracker
  • Replies: The number of @replies in this Tracker

 

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