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Union Metrics Help

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Understanding the Tweet detail report

In all Twitter Trackers, there's a detailed report available for every single Tweet. To access the report, click on the bar graph icon below any Tweet in your Tracker.  


Basic report metrics

In the report, you'll first see the Tweet itself, as well as information about the Twitter account. You can click on the Tweet timestamp to view the Tweet on Twitter.

Next comes the impressions and responses charts. The first chart shows potential impressions for the Tweet, broken out by direct and amplified (those impressions generated through retweets and replies). The second chart shows responses to the Tweet, including retweets and replies. You can see when responses happened on the chart. Use these charts to see how quickly a Tweet spread, how engagement with the Tweet emerged, and identify inflection points when influencers got involved in a conversation.

Finally, we display the replies and retweets themselves. On the left, you'll see Top Replies. This includes the top 25 replies to the Tweet, sorted by total amplified impressions. Replies on Twitter are a little complicated, so if you're curious about how many impressions a reply has generated, read this.

On the right, you'll see Top Retweets - the top 25 retweeters sorted by impressions generated. This corresponds to how many followers each account had at the time of the retweet. In this table, you can also see when the retweet occurred. Use this to look for clusters and determine inflection points in a conversation's trajectory. Did most of your retweets happen in the first 30-60 minutes? This is typical. It also means you can tweet again after an hour or two to catch other followers who may have missed the first Tweet. Use this along with the responses chart above to find out when a conversation died down to know when it's okay to post again.

 

Owned account engagement metrics

In addition to the metrics described above, owned account Trackers include additional engagement data in Tweet detail reports. These metrics are available in all authenticated Twitter account Trackers and are updated in real time. 

Tweet_Detail_with_Engagement.png

To add engagement data to your Trackers, you'll need to connect your account Tracker to Twitter. To do this on an existing Tracker: 

  1. Log into your account
  2. Go to your Tracker listing.
  3. Click the edit icon next to the account Tracker you want to update (can be any account you have login credentials for).
  4. On the Tracker edit screen, click the "Sign in with Twitter" button to authenticate.
  5. Save your Tracker.

Engagement metric definitions

Here's a list of the possible metrics available in your Tweet detail reports. We'll only show the metrics that are possible in a particular Tweet; for example, if your Tweet didn't have a URL in it, we won't show URL Clicks in your report. 

  • Actual Impressions: A count of how many times the Tweet has been viewed.
  • Potential Impressions: A count of how many time the Tweet could have been viewed. 
  • Responses: The total number of response-type engagement your Tweet received (includes retweets, replies and likes).
  • Retweets: How many retweets this Tweet received. 
  • Replies: How many replies this Tweet received. 
  • Likes: How many likes (favorites) this Tweet received. 
  • Actual reach: The true number of unique people who saw your Tweet. 
  • Engaged audience: The true number of people who did something to your Tweet.
  • Total engagements: The total number of all engagements your Tweet received.  
  • Engagement rate: The ratio of total engagements to actual impressions. 
  • Follows: How many follows the author's account received from this Tweet. 
  • URL Clicks: How many times a URL in the Tweet has been clicked.
  • Hashtag Clicks: How many times a hashtag in the Tweet has been clicked.
  • Detail Clicks: How many times the Tweet has been clicked on to expand for more details.
  • Permalink Clicks: How many times the permalink to the Tweet (the individual page dedicated to this Tweet) has been clicked.
  • Media Clicks: How many times media such as an image or video in the Tweet has been clicked.
  • Profile Clicks: How many times someone reading the Tweet clicked on the author's Twitter profile.
  • Video Views: How many times a video in the Tweet has been viewed.

 

 

 

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