13 Essential X (Twitter) Metrics for Brands to Monitor in 2024

Did you know Elon Musk's tweet about Tesla's Autopilot in July 2024 garnered over 80 million views? It also racked up 148.1K likes, 6.8K reposts and 9,766 bookmarks when we published this article. These impressive numbers highlight how X (formerly Twitter) can drive massive brand engagement and visibility.  

With over 335 million users worldwide in 2024, X remains a crucial platform for businesses to connect with users and drive sales.   

But how do you track which content hits the mark and which falls flat?   

That's where X (Twitter) metrics come into play. These data points help marketers identify top-performing content, assess the effectiveness of their strategies and gain insights into the best times to post campaign success and audience sentiment.   

Overlooking these metrics can result in significant missed opportunities. This blog will explore the 15 X metrics you should track to amplify your social media efforts. 

Why should you track X (Twitter) metrics  

Here is why it is crucial to track Twitter metrics:    

Informed decision-making: By analyzing Twitter metrics, you gain valuable data-driven insights into how your content is performing. This empowers you to make informed decisions about your social media strategy, including what type of content to create, when to post and how to optimize your campaigns for better results.  

Optimized campaigns. By tracking key Twitter metrics, you can understand what's working and not working in your marketing campaigns. You can identify areas for improvement and make real-time adjustments to optimize your social media marketing for maximum impact.   

Enhanced audience research: Twitter metrics provide a window into your audience's preferences and behaviors. You can leverage this data to understand what resonates with your followers, what content they engage with most and what topics they're interested in. This knowledge empowers you to tailor your social media content strategy to better connect with your audience and achieve your marketing goals. 

Key Twitter metrics

Please note that some of these metrics can be tracked with X Analytics but are only available to premium users. Here is how you can access X (Twitter) Analytics dashboard.  

• Go to https://analytics.twitter.com 
• On the left side of the dashboard, click on the ‘Premium’ button. 
• On the right-side menu, choose ‘Analytics’. 

Twitter follower metrics (understanding your audience)  

Among the most critical metrics, Twitter follower metrics provide insights into your followers and their activity. Your X followers are typically X users who follow you because they are interested in your field or find your content insightful, meaningful, or helpful. Let's explore the key Twitter follower metrics. 

#1 Follower growth 

• What it measures: This metric tracks the number of new followers you gain over time. 
• Why you should track it: It captures growth in brand awareness and audience interest and helps assess the effectiveness of your X strategy. Learn more about audience analysis. 
• How to track it on the X dashboard: Go to X Analytics and look at your account’s 28-day summary. You’ll be able to see your follower growth there.  

#2 Follower engagement 

• What it measures: Follower engagement tracks interactions such as likes, reposts, replies and mentions from your followers. 
• Why you should track it: High engagement indicates that your content resonates with your audience, fostering community and loyalty. Identifying the types of content that work best for your content strategy is crucial.  
• How to track it on the X dashboard: X offers native analytics to track audience engagement. Identify your top-performing content and replicate what works. 

Twitter engagement metrics (measuring interaction) 

Having a substantial follower base is great, but if you’re not seeing much engagement on your X posts, it's an issue that needs to be addressed sooner rather than later. A low engagement rate indicates that your content may not be appealing to your audience. Additionally, some followers could be inactive or even fake. Let’s explore the top Twitter engagement metrics: 

#3 Engagement rate 

• What it measures: Engagement rate is a powerful metric that shows how well your content resonates with your audience. It's calculated by dividing the total engagements (likes, reposts, replies, etc.) by the number of followers and multiplied by 100.   
• Why you should track it: A high engagement rate indicates that your content resonates with your audience and prompts them to interact. It's a key indicator of content effectiveness.  
• How to track it on the X dashboard: In the "Analytics" section, go to the "Posts" tab. Here, you can view engagement for individual tweets and identify trends that drive interaction.  
   
  📚 Deep Dive: Social Media Engagement: What You Need to Know! 

 #4 Reposts 

• What it measures: Reposts measure how often others share your posts.  
• Why you should track it: They amplify your reach by exposing your content to a broader audience, increasing visibility and potential follower growth.  
• How to track it on the X dashboard: Navigate to "Analytics" and then "Posts." Free users can also check reposts of each post right below them.    

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#5 Mentions 

• What it measures: Mentions track how often your handle is mentioned in posts by other users.  
•  Why you should track it: Mentions indicate the frequency of conversations around your brand, showing how often people talk about you. It's a good metric for tracking brand awareness and engagement.  
• How to track it on the X dashboard: In the "Notifications" section, check the "Mentions" tab to see who mentions your handle. 

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💡 Pro Tip  

To boost your engagement metrics, create a thread with a series of connected posts. This builds anticipation and encourages users to follow along. For instance, if you’re launching a new product, post teasers leading up to the launch. You can also share behind-the-scenes content and use polls.  

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Twitter content performance metrics (analyzing reach and impact)  

Whatever you post on X—whether it's a simple tweet, audio or video—you hope for optimal reach and engagement, right? Let’s explore the metrics that reflect your content’s performance. 

#6 Impressions 

• What it measures: Impressions indicate the number of times your post is shown to users, regardless of engagement.  
• Why you should track it: Impressions measure the reach of your content, showing how many users have seen your posts. This helps you understand the visibility of your content.  
• How to track it on the X dashboard: Go to "Analytics" and then the "Posts" tab. Here you can see the impressions for each tweet, allowing you to gauge the reach of your content.  

 #7 Link clicks 

• What it measures: Link clicks track the number of times users click on links within your posts.  
• Why you should track it: Monitoring link clicks helps you understand how effectively your posts drive traffic to external sites, like your website or blog. It's a key metric for measuring the effectiveness of call-to-action posts.  
• How to track it on the X dashboard: In the "Analytics" section, navigate to the "Posts" tab. You can view the number of link clicks for each post, providing insights into how well your content drives traffic  

#8 Video views  

• What it measures: Video views track the number of times users have watched your video content.  
• Why you should track it: Tracking video views helps you understand the appeal and impact of your video content. This metric shows how well your videos capture the audience's attention.  
• How to track it on the X dashboard: On the X dashboard, navigate to "Analytics" and then the "Posts" tab. In this section, you can see views for each video tweet, allowing you to assess the popularity and reach of your content. 

💡 Do you know 

Tired of watching your carefully crafted content go unnoticed? It's time to unlock the secret to social media success: timing.   

Sprinklr's smart scheduling feature takes the guesswork out of posting. Sprinklr AI analyzes your audience's behavior to pinpoint the optimal times to share your content. With multiple recommended time slots for each post, you can maximize your reach and engagement.  

Learn more about Sprinklr social media scheduler and publisher software. 

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Twitter brand awareness metrics (understanding brand perception) 

Marketers often run unique advertising campaigns on X to create brand awareness and generate buzz around a product or service, especially before a launch. Here are the key metrics they often track:

#9: Hashtag performance 

• What it measures: Hashtag performance tracks the usage, reach and engagement of specific hashtags related to your brand or domain. 
• Why you should track it: Monitoring hashtag performance helps you identify the hashtags that drive conversations and engagement around your brand. It can reveal the popularity and impact of your social media marketing campaigns. 
• How to track it on the X dashboard: On the X dashboard, navigate to the "Analytics" section and then the "Posts" tab. Look for your posts that contain hashtags and monitor their performance. 

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Bonus Read: How to Find the Hashtags That Actually Work 

Twitter campaign performance metrics (tracking ROI) 

Understanding the success of your Twitter campaigns requires more than just vanity metrics. Let's dive into the key performance indicators that truly matter. By tracking these metrics, you can optimize your campaigns for maximum impact. 

#10 Conversions 

• What it measures: Conversions track the number of users who complete a desired action on your website after clicking through your posts. These actions could include making a purchase or signing up for a newsletter.  
• Why you should track it: Measuring conversions is critical for understanding the ROI of your Twitter campaigns. It shows how well your tweets drive actions contributing to your business goals.  
• How to track it on the X dashboard: Use Twitter's conversion tracking pixel. You can set it up in the "Ads" section of the X dashboard under "Conversion Tracking." This tool helps you track conversions by monitoring user actions on your website after interacting with your tweets. 

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Effortless conversion tracking with Sprinklr Social 
 
With Sprinklr’s social advertising platform, you can easily monitor and optimize your X (Twitter) campaigns. You can also get a comprehensive view of your campaign performance and track the effectiveness of your posts and ads.  

By leveraging simple UTM parameters in your X (Twitter) campaign links, you gain invaluable insights into the sources of your conversions. Sprinklr delivers a 360-degree view, showing which social media posts and ads drive conversions, helping you refine your strategy for maximum impact.

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#11 Cost per click (CPC) 

• What it measures: Cost per click (CPC) calculates the amount you pay for each click on your promoted tweets. 
• Why you should track it: Monitoring CPC helps you evaluate the cost-effectiveness of your paid Twitter campaigns. This allows you to optimize your ad spend and improve ROI. 
• How to track it on the X dashboard: Go to the "Ads" section and then "Campaigns." Here, you can view the CPC for each campaign. This will help you identify campaigns that deliver clicks at the lowest cost. 

#12 Engagement cost 

• What it measures: Engagement cost calculates the total cost of your Twitter ads divided by the number of engagements (likes, reposts, replies, etc.). 
• Why you should track it: Monitoring engagement cost helps you evaluate the efficiency of your ad spend in generating interactions. Lower engagement costs indicate more cost-effective campaigns. 
• How to track it on the X dashboard: In the X dashboard, go to "Ads" and then "Campaigns." You will be able to view the engagement cost for each campaign, helping you optimize your budget allocation. 

#13 X Spaces (Live audience engagement) 

If you want to have live audio conversations with an audience, you can do that with Spaces where anyone can join, listen and speak on iOS and Android. Users on the desktop version can only listen in to Space. Now, let’s see what X (Twitter) metrics are in action here. 

• Live listeners: As the name suggests, it shows how many live users are listening to your Space. 
• Recording replays: It shows how many times people have listened to your Space recording.  
• Duration: It’s the total runtime of your Space session. 

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How can Sprinklr help you track X (Twitter) metrics 

Sprinklr Social offers a comprehensive approach to tracking and analyzing X metrics, surpassing the limitations of native tools. Let's explore how:  

Advanced analytics and custom dashboards 

Sprinklr allows you to create custom dashboards that present data in a visually appealing and easy-to-understand manner. These dashboards can be tailored to track specific metrics such as engagement rate, follower growth and hashtag performance, giving you a full view of your social media performance.  
 
Moreover, Sprinklr offers a range of insights on X (Twitter) posts that very few in the industry could match. Look at the extensive Twitter post insights you get with Sprinklr Social.  

Share of voice 

Share of voice measures the percentage of conversations about your brand compared to your competitors within your industry. Understanding your share of voice helps you gauge your brand’s presence and influence in the market. It indicates how often your brand is mentioned compared to competitors, providing insights into brand dominance and awareness.  

With Sprinklr’s social listening software, you can track brand awareness and share of voice, including CSAT, across all major social channels. Learn more about social listening to stay ahead of the competition. 

Comprehensive campaign tracking 

Sprinklr integrates data from over 30 social media platforms, providing a holistic view of your campaign performance. This helps you understand how your efforts on Twitter fit into your broader social media strategies.  

Sprinklr's reports not only analyze the performance of your Twitter campaigns but also provide actionable insights. These insights, backed by metrics such as impressions, engagement rate, link clicks and conversions, empower you to make informed decisions and improve social media ROI. 

Audience insights 

Sprinklr's advanced social media analytics capabilities allow for detailed audience segmentation. You can segment your followers based on demographics, behavior and engagement levels, helping you customize your content more effectively.  

Furthermore, Sprinklr enables you with sentiment analysis that plays a crucial role in deciphering your audience's perception of your brand. By dissecting the tone of conversations surrounding your brand, you can gain a deeper understanding of social media sentiment and make informed, strategic adjustments. 

How Sprinklr AI helps 

Sprinklr AI automatically surfaces themes, trends and anomalies from billions of data points, enabling you to stay ahead of the curve. With Sprinklr AI, you can detect logo usage across various visual formats like GIFs, images, and videos, providing a comprehensive and holistic view of your brand's presence.    

You can unlock in-depth insights with industry-best accuracy by harnessing the combined power of Sprinklr's specialized AI and Generative AI. Whether it's sentiment analysis, emotion detection, entity identification, or text classification, Sprinklr AI+ delivers unparalleled speed and accuracy, giving you the confidence to make informed decisions.

See How Sprinklr AI+ Tracks Audience Sentiment

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Social listening and engagement 

Sprinklr's social listening tools, by tracking mentions, hashtags and keywords related to your brand across Twitter and other social media platforms, help you stay on top of trending conversations. This proactive approach ensures a prompt response to audience interactions, putting you in control of your social media presence. 

Automated engagement 

Sprinklr offers automated engagement features that can help manage large volumes of interactions. These features ensure that you stay on top of conversations with social listening and respond promptly to interactions. 

🎧 Watch On-demand Webinar: Automate Engagement Using Sprinklr AI 

Track Twitter Metrics Effortlessly with Sprinklr Social 

Tracking X metrics is essential for understanding your audience, measuring campaign success and boosting brand awareness. However, managing scattered data, relying on limited native tools and deciphering complex insights can be overwhelming.   

Sprinklr offers a unified social media management platform that integrates data from multiple sources, providing advanced analytics and real-time updates. With Sprinklr, you can create custom dashboards, track cross-channel performance, perform detailed sentiment analysis and utilize automated engagement tools. These features streamline the tracking process, ensuring you have the insights to optimize your X (Twitter) strategy.  

How about experiencing the capabilities of Sprinklr Social first-hand? Our experts are here to guide you. Get all your questions answered with a customized demo tailored to your business needs. Simply click the button below and you’re all set!