How to See Twitter Analytics

Knowing what's resonating with your audience on X (formerly Twitter) shouldn't be a guessing game. Thankfully, it doesn't have to be. Tucked away inside your account is a powerful, free tool called X Analytics, giving you a direct look at which posts are hitting the mark and which are falling flat. This guide will walk you through exactly how to access your analytics, understand what the numbers mean, and use that data to build a smarter content strategy.

How to Access Your X (Twitter) Analytics

Before you can dissect your performance, you need to find the dashboard. Getting there is straightforward, but it’s best done on a desktop computer, as full analytics are not available within the mobile app.

There are two simple ways to get there:

1. The Direct Link: The easiest way is to go directly to analytics.twitter.com and log in with your X account. Bookmark this page for quick access.
2. Navigating Through the Website: If you're already logged into X on your desktop, you can get there in a few clicks:
   • In the left-hand navigation menu, click on More.
   • From the menu that appears, select Creator Studio.
   • Within the collapsed Creator Studio menu, click on Analytics.

Once you’re in, you’ll land on your Account home dashboard, which gives you a high-level overview of your performance.

Your Main Analytics Dashboard: A Quick Tour

The main dashboard, or "Account home," is your mission control. It gives you a snapshot of your account's health over the last 28 days, making it easy to see recent trends at a glance. Let’s break down what you’ll find here.

The 28-Day Performance Summary

At the very top of the page, you'll see a summary of your key metrics with a small indicator showing whether they've increased or decreased compared to the previous 28-day period. Here’s what each one means:

• Tweets: This one is simple - it’s the total number of times you’ve posted during this period. It’s useful for seeing if a change in posting frequency affected your other metrics.
• Tweet impressions: This is the total number of times your tweets have been seen by anyone on X. An impression is counted every time a user sees your tweet in their timeline, in search results, or from a profile page.
• Profile visits: The number of times people have visited your X profile page. This is a great indicator of interest - people liked your content enough to see who you are.
• Mentions: The number of times other users have mentioned your @username in their tweets. It’s a measure of how much conversation you’re a part of.
• Followers: Your total follower count at the end of the 28-day period, along with how many you’ve gained or lost.

Monthly Summaries

As you scroll down the page, you'll see month-by-month summaries that pull out your greatest hits. For each month, X highlights:

• Top Tweet: The tweet that received the most impressions that month.
• Top Mention: The tweet mentioning you that received the most impressions. This shows who is generating buzz for your brand.
• Top Follower: Your newest follower who has the highest follower count of their own. Great for identifying potential influencers in your network.

This home screen is perfect for a quick check-in, but the real insights are hiding one level deeper.

The Tweets Dashboard: A Deep Dive into Post Performance

The "Tweets" dashboard is where you’ll spend most of your time analyzing your content. Click on the "Tweets" tab in the top navigation bar to access it. This dashboard lets you export your data and dive into the numbers behind every single tweet.

First, at the top right, you can adjust the date range. You can view data for the last 7 days, 28 days, a specific month, or a custom timeframe. This is helpful for analyzing performance during a specific campaign or event.

Understanding the Key Metrics

The main chart provides a bird's-eye view of your impressions and engagements over time. Below the chart, you’ll find a breakdown of every single tweet you’ve published in the selected date range, with data organized by three core metrics:

1. Impressions

As mentioned, this is the number of times a tweet was delivered to a user's timeline. It doesn't mean they read it, liked it, or even noticed it - just that it appeared on their screen. While impressions alone aren't a sign of success, they are a powerful leading indicator. Low impressions might mean you’re posting at the wrong time or that the algorithm isn't prioritizing your content.

2. Engagements

This is the total number of times a user interacted with a tweet. X combines a lot of different actions into this one metric, including:

• Likes
• Replies
• Retweets (without comment)
• Link clicks
• Hashtag clicks
• Profile photo clicks
• Username clicks
• Expanding the tweet to see more details ("detail expands")
• Media views (for videos and GIFs)

This is a broad metric telling you the total amount of user activity your tweet generated.

3. Engagement Rate

This is arguably the most vital metric for measuring how well your content resonates with your audience. The engagement rate is calculated by dividing the number of engagements by the number of impressions.

Example: If your tweet had 1,000 impressions and 50 engagements, your engagement rate would be 5% (50 / 1,000 = 0.05).

A high engagement rate means that the people who saw your tweet were compelled to act on it. This sends a strong signal to the X algorithm that your content is valuable, which can lead to it being shown to more people. You should always aim to improve your engagement rate - it’s a true measure of quality.

Accessing Tweet-Level Details

To go even deeper, click on any individual tweet in the dashboard. A pop-up window will appear with a detailed breakdown of that tweet's "Tweet activity." Here you can see the specific number of likes, retweets, replies, detail expands, and profile clicks it received. This view helps you see which types of engagements your content is driving.

Analyzing Your Video Performance

If video is a part of your strategy, X provides a dedicated space for those analytics. In the top navigation of the Analytics dashboard, click on More, then select Videos from the dropdown menu.

Here you get a view similar to the posts dashboard, but with video-specific metrics:

• Video Views: This is counted when a user watches your video for at least 2 seconds with at least 50% of the video player visible on their screen.
• Completion Rate: This shows the percentage of viewers who watched your video all the way to the end. A high completion rate is a fantastic sign that your content is engaging and holds attention.
• Minutes Viewed: The total cumulative time your video has been watched.

This dashboard helps you figure out which videos grab and keep your audience's attention, so you can stop creating content that people scroll past.

Using Your Data: 3 Actionable Strategies

Data is useless without action. Now that you know where to find the numbers and what they mean, here’s how to put them to work to grow your account.

1. Identify Your Top-Performing Content Pillars

Filter your Tweets dashboard to view the last 90 days of content and sort by "Engagement rate". Ignore any outliers and look for patterns in your top 5-10 posts.

• What topics are you discussing? Do posts about a particular subject consistently perform better?
• What format are you using? Are they questions, single-line thoughts, long threads, or listicles?
• What media are you using? Do tweets with images outperform GIFs? Do videos get more replies?

The common themes across your best posts are your content pillars. This isn’t a guess, it’s a data-backed roadmap showing you exactly what your audience wants more of. Double down on these formats and topics.

2. Pinpoint Your Best Times to Post

Native X Analytics doesn’t give you a fancy "best time to post" chart, but you can find it yourself with a little detective work. When you're looking at your top-performing tweets, take note of the day and time they were published. Is there a pattern?

Maybe your posts at 9 AM on Tuesdays always get great engagement, while your Friday afternoon posts flop. The timing revealed by your analytics is far more reliable than generic advice you read online because it's based on your specific audience's behavior. Use your findings to schedule future content for when your audience is most likely to be online and engaged.

3. Track What Drives Traffic and Conversions

If you're using X to drive people to your website, blog, or store, the detailed tweet activity view is a goldmine. Look for tweets that include a link and check the number of link clicks for each one.

Experiment with how you present those links:

• Does a personal story leading into the link work better than a direct call-to-action?
• Does a clean link work better than a promotional image?

By tracking link clicks, you can fine-tune your messaging to not just get likes, but to achieve your actual business goals, like driving traffic and generating leads.

Final Thoughts

X Analytics demystifies content performance, giving you the power to make informed decisions instead of relying on hunches. By regularly checking your main dashboard, digging into your tweet-level data, and analyzing what works, you can systematically improve your content, grow your following, and build a more engaged community.

Once you’ve done the work to understand what engages your audience, the next step is making your content creation process as simple as possible. My experience running marketing teams and building platforms is that clarity comes from a single source of truth, having your planning, scheduling, engagement, and cross-platform analytics in one spot eliminates chaos. We built Postbase with that principle in mind, creating one clean dashboard that helps you see what's actually working across all platforms and create better content without feeling overwhelmed.