X for business

It is important to measure and monitor certain metrics on your X account to analyse how well your posts are performing. This will help you find out the type of content that works best so you can make improvements.

X metrics

Some important metrics include:

Number of followers

See how many people follow your account over time. Analyse spikes and dips in new followers.

Impressions per post

The number of people who saw your post in their timeline.

Engagements per post

The number of times your post was interacted with. This includes but is not limited to people clicking images and links, reposting and replying.

Link clicks per post

The number of clicks on a link that has been included in your post. This is a particularly important engagement if your goals include driving traffic to your website.

Engagement rate

The impressions received divided by your engagements give a good indicator of how interesting or useful your audience finds your post.

Referrals

Check your website analytics to see how important X is in driving traffic to your site.

Conversions

By adding a tracking code link to your post, you should be able to track how many conversions (eg sales or newsletter registrations) they generate.

You can also analyse your audience and see their demographics and interests. This offers a useful insight into who is following you and how to capture their attention.

Measurement tools

X offers its own free analysis tool - X analytics - which allows you to examine data about your posts and audience. This information can also be downloaded into a spreadsheet for further analysis. If you use paid advertising, you will be able to see how this affects your impressions and engagements in comparison to organic posts.

There are also other tools available from third parties that can help you analyse your X activity.

Using website analytics such as Google Analytics can also help you keep track of X referrals and conversions.

There are a number of tools available to help you manage your business' presence on X. These tools allow you to manage tasks that include, scheduling posts, monitoring interactions and saving searches. Some examples include:

•    Tweetdeck (X's tool, part of X Premium)
•    Hootsuite (third-party, paid but offers a free trial)
•    Buffer (third-party, free basic account with options to pay for more features)