KPIs to measure Twitter ROI. Examples and Tools

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By Alba Fraile, on 7 June 2018

If you are a digital marketer, you should be ready to answer this question: what is your Twitter ROI? There are many companies present on this network, whether more or less actively, but not all know how it contributes to their global marketing objectives: acquiring new clients, increasing the engagement of new content, promoting products and services, developing stable relationships with clients, and, of course, generating more leads and sales.

To be successful in digital marketing, the first thing you need to know is what your Twitter KPIs are. KPIs, or Key Performance Indicators, are key metrics that you should be monitoring to know whether your efforts are successful and when and how you should adjust your strategy to obtain the best results. To make sure marketing on Twitter holds no secrets from you, today I’d like to tell you 7 examples of KPIs to measure your Twitter ROI.

Related Article: What can advertising on Twitter do for you? Improve your results, ROI and success stories

KPIs for Twitter ROI

7 KPIs to measure your Twitter ROI

  • Number of followers. Simple, right? This KPI is simply the number of unique users that follow your brand. We recommend you watch not only your own but those of your competitors also. In time, you can build a growth graph and relate different events and publications with growth spikes. Don’t forget to track the number of people who unfollow you also (if a lot of people suddenly unfollow you, you may have messed up a little bit) and keep an eye on the quality of your followers as well: sometimes one influencer is better than a dozen users who never post anything.
  • Ratio of followers and followed. Get out your calculator and divide the number of unique users who follow you and the number os users you follow. Even though there is no magic formula, try to avoid following many more accounts than the amount who follow you, as it does not give a very professional impression. And as always, check out your competition to see how they’re doing it.
  • We recommend you track both the average number of retweets per tweet as well as the tweets that generate most retweets. If there is one type of specific content or topic that are particularly successful when it comes to generating rewteets, be sure to make the most of it!
  • Replies and mentions (@). Just like with retweets, this KPI gives you an idea of the level of interaction with your brand. What type of content generates more replies? Are users interacting with you more and more as you develop your presence on Twitter, or, on the contrary, are they losing interest?
  • Mentions of the brand. On Twitter, it’s not just what’s happening on your account that matters, but you should be just as present in the gossip of others. Use specific tools to see how often your brand, your products and your services are mentioned on Twitter. As usual, don’t forget to compare it to your direct competition.
  • Mentions of URLs. The same as above, but with your website’s URL. Try to relate the number of mentions to the visitors on your website.
  • Ratio of clicks on URLs. Measuring this KPI requires a little extra effort, but it is worth it. Some URL extensions allow you to include tracking codes that allow you to know the ratio between the people who see the tweet with the link and those who actually click on it. Use it for your normal tweets as well as the link on your Twitter bio.

How to drive your company to success with Twitter Ads

Tools to measure your KPIs on Twitter

  • Twitalyzer. Measures more than 50 different Twitter indicators, those from your account as well as your competitor’s.
  • Klout. A definite must-have if what you are looking for is to measure your influence on social networks. This tool will help you get to know your influence score (or Klout Score) on all of your social networks, as well as your competitors’ and potential influencer allies.
  • Hootsuite. One of the most useful applications out there to program your tweets, Facebook statuses and other publications. What not everyone knows is that its analytical functions is one of the best, especially the paid version.
  • Buffer. Another alternative to program your content and find out your basic KPIs.
  • Social Mention. This kind of “social network searcher” allows you to keep track of the mentions of your brand and products, so that you know what is being said about you. It works similarly to Google Alerts, but focused on social networks.
  • Audiense (previously known as Social Bro). Another vital tool to using Twitter in a truly professional way. Here you can follow the status of your account down to a T, with targeting analysis, engagement, tweet management and all.
  • Tweet Reach. How far are your tweets going? This fantastic tool allows you to see the real reach of your posts. You can measure the reach of an account in particular, of a hashtag or keywords of your choice. You can see the number of accounts your posts have reached, the number of impressions, the users that most contributed, etc.
  • Social Bakers. If you take the presence of your brand on Twitter seriously, try out its paid analytics options (also available for Facebook).
  • Bitly. A very practical solution to shorten your links, and essential if you want to know your click ratio. Get used to using it for all personal URLs you publish on Twitter and then you can compare results.
  • Tweet Stats. A quick way to know the number of Tweets you publish every day, your connections (mentions and replies) and your retweets.

How to drive your company to success with Twitter Ads

Alba Fraile

Licenciada en Publicidad y RRPP por la Universidad de Barcelona y Project Manager certificada por McGill University en Montreal, Canadá. Experiencia en Marketing digital, comunicación y creación de contenidos a nivel internacional. Fundadora de la empresa Margot Blanxart.

Degree in Advertising and PR from the University of Barcelona and Project Manager certified by McGill University in Montreal, Canada. Experience in digital marketing, communication and content creation internationally. Founder of the company Margot Blanxart.