Twitter Providing Tweet Analytics Link For Some Mobile Users

Twitter is continuing to expand access to its analytics data by introducing the ability to view “Tweet Activity” on mobile. The new iOS app allows users to tap on a “View Analytics Details” option from any Tweet’s detail page to see data that is related to that post, including total impressions, engagements and more.

Although Twitter hasn’t formally announced this addition, some iPhone users will now see the new feature in their accounts. The Next Web initially spotted this new functionality via a Tweet from Twitter front-end engineer Ian Chan, and the expectation is to see a wider release soon.

The button to view the analytics of a Tweet appears directly underneath the Tweet itself. Users who see this option can click on the button to see engagement highlights including:

• Total impressions
• Total engagements
• The percentage of users that viewed media
• The percentage of users that favorited the Tweet
• The percentage of users who clicked to expand the Tweet

This enhanced functionality illustrates yet another example of Twitter’s developments in making its analytics data more broadly accessible to its users, following up on the company’s decision to open up its analytics dashboard to the public earlier this year. Digital marketers are increasingly interested in fine-tuning their advertising campaigns to target specific groups of customers, and Twitter’s enhanced analytical functionality will allow them to expand the data that they can utilize for this purpose.

The Twitter Analytics dashboard provides businesses and digital marketers with a powerful tool for determining how well each aspect of their advertising campaigns are working. The service was initially targeted at Twitter advertisers and publishers when it was first launched in July, but it was subsequently opened up to all users the following month. On the web, the dashboard displays organic impressions and engagements, charts that detail performance, Tweet previews and detailed engagement metrics for each post, and the ability to export the data and permalinks for additional analysis.

The engagement data is displayed in a simplified format on mobile. Users can see how many total impressions and engagements a specific Tweet has received, as well as other relevant stats, including how many people clicked the link in a Tweet, how many people clicked to expand a Tweet, how many users favorited a Tweet, and how many users clicked on the account’s profile picture or name.

Although the metrics detailing the total impressions and engagements are shown on each Tweet, the highlights that are displayed will vary. Twitter will selectively show the metrics that are relevant to each specific Tweet, such as “clicks” if a link is included in the Tweet, and will also display information that is notable enough to be considered of interest.

The new feature is currently iOS-only, but Twitter engineer Ian Chan has indicated that Android support is in development.