Twitter Metrics

Profile Performance Index (PPI)

The PPI shows how many interactions happen on a profile, how engaged the followers are and how fast a profile is growing. The higher the value, the better. A lot of engagement and healthy growth show liveliness and a lot of engagement, which depend on each other.

This indicator shows how active an account really is and how strong its ties to the community are. This KPI is especially important to gauge the real „image“ of a profile. A high amount of followers or tweets per day aren’t always indicators for a high quality account.

Tweets per Day

Tweets per Day is a very self-explanatory KPI and seems rather unimportant at first glance. But when you look at this KPI in combination with other KPIs, it becomes very important. For example: If your engagement rate is very high, posting more tweets per day is worth the work – there’s a definite potential. More tweets can increase engagement, seed more content and positively impact overall performance of a profile.

Growth Rate

We distinguish between absolute, daily and weekly growth.

If not said otherwise, we use “Growth” as the average weekly growth rate of a social media profile. The growth rate does not compare the number of fans/follower at the beginning and the end of a period, but it answers the question “How much had the profile to grow in a week on average to get from value A to value B?”. That makes sense, because it gives you a more “stable” impression about the growth without being too vulnerable to sudden spikes or extreme differences.

Example for weekly growth rate:

Profile A has 2000 followers, when two weeks ago it only had 500. Just the difference is 1500 fans or 300% of the starting value of 500. The calculation of the average weekly growth rate “only” equals to 100%. The number of followers grew by 100% in the first week, which is 500 followers: 500 followers + 500 followers = 1000 followers. For the second week it’s another 100%: 1000 followers + 1000 followers = 2000 followers.

Engagement

Twitter engagement is calculated by dividing the total number of interactions by users on one day by the number of followers. That includes retweets and favorites. The engagement thus shows, how many follower interacted with the tweets of a profile. The objective should be to increase this KPI. The higher the engagement with the content of any profile, the higher its reach.

Tweet Interaction

Number of reactions divided by the tweets and divided by the fans. An user with 200 followers gets a total of 30 responses to its 10 tweets, then the interaction is 1.5% (30/10/200 = 0.015 = 1.5%).

Conversations

Conversations are determined by the ratio of @-reply tweets to all tweets, that means tweets that are interactions with other Twitter profiles. This indicator is especially relevant for service providers, it shows at a glance how high the rate of conversations is. A high conversation rate is interesting for everyone, since like all social networks Twitter lives only through interaction with other users.

The higher your conversation rate, the more involved the account is in direct discussions. A moderately high conversation rate by an account that is not geared towards service indicates a well connected and active profile.

Favorited

The number of favs specifies how often the tweets of a profile have been faved by other users on Twitter.

Retweets

The number of retweets specifies how often the tweets of a profile have been retweeted by other users on Twitter.

Retweeted per Day

The number of tweets, retweeted by this user on average per day.

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