Public Relations & Social Marketing Insight

Twitter’s Analytics tool has never been super forthcoming about all it can do. From its lackluster announcement of a stellar feature to non-obvious ways of getting at your data, it’s a goldmine without a map. As you start looking at the year’s marketing data, you might logically say, hey, can we analyze how we did on Twitter? From the default Analytics interface, the answer might appear to be no. Luckily, there’s a trick to get the answer you need.

First, log into Twitter Analytics by going to  ads.twitter.com  or  analytics.twitter.com,  depending on what your account is set up for (if you don’t see anything in one, try the other). Next, go to the Tweet Activity section....