Twitter’s own analytics have evolved over the years, but so has the ecosystem of third-party tools that help you measure performance in more strategic ways. From follower growth and engagement trends to sentiment analysis and AI-driven recommendations, today’s tools give you far more than a simple tally of likes and retweets.
This guide will help you find the best tools for tracking your Twitter performance. You’ll learn what Twitter Analytics can and can’t do, which features are worth paying attention to, and how specialized platforms like CoSchedule compare against the native dashboard.
What Are Twitter Analytics?
Twitter Analytics (now X Analytics) is the platform’s built-in dashboard for tracking content performance. It shows follower demographics, engagement patterns, and behavior trends. Marketers use this data to identify effective posts and adjust their strategy where needed.
How To Find Twitter Analytics
From your X account:
- Open the left-hand menu and select Premium.
- Under Quick Access, click Analytics.
- The dashboard will open with a summary of monthly highlights, your top tweets, and audience activity.
If you prefer the web, you can also head straight to analytics.twitter.com and log in to see the same data.
What Data You Get
The data you get depends on whether you’re on a free account or paying for X Premium.
Free (Post-Level Data)
- Impressions: How many times a post was seen.
- Engagements: Total likes, replies, reposts, clicks, and shares.
- Profile visits: Clicks from a post to your profile.
Premium (Full Dashboard)
- Engagement rate: Averages across multiple posts over time.
- Follower trends: Growth shown over 7 days, 28 days, 3 months, or 1 year.
- Audience insights: Geographic data and device usage.
- Media Studio analytics: Video metrics like watch time, completion rates, organic vs. paid views, and playback by platform.
- Post trend lines: How engagement evolves (reposts, shares, video views, Premium views).
However, X’s native analytics remain limited compared to dedicated tools. You can’t create custom reports, compare performance against competitors, or pull data from multiple accounts and platforms. For professional marketers, Premium analytics work as a starting point, but they don’t replace advanced tools like CoSchedule, Sprout Social, or Hootsuite.
Why Twitter Analytics Matter For Marketers
Without analytics, every outcome (a spike in likes, a sudden drop in impressions, a bump in followers) sits in isolation. There’s no way to know if it can be repeated or how it ties into your larger strategy. Data brings those moments together, turning each tweet into evidence you can act on. It shows if engagement comes from timing, topic, or format, and that clarity helps you decide where to focus next.
Once patterns emerge, you can see how different groups respond: Younger audiences might stick with short video clips, while peers in your industry gravitate toward detailed threads.
Reporting also reshapes conversations with stakeholders. You can link results directly to marketing goals, proving awareness in a new market or showing that engagement rates justified a paid boost. It creates a clear bridge between daily posting and business impact.
Finally, analytics add a competitive lens. Comparing your performance with industry benchmarks or direct competitors shows where you’re ahead and where you’re falling behind. That context gives you the leverage to adjust strategy with confidence.
What To Look For In A Twitter Analytics Tool
As a marketer, the value of a Twitter analytics tool comes down to one thing: Can it help you understand performance in a way that improves strategy and drives ROI?
Here are the capabilities that matter most when evaluating Twitter analytics tools.
Audience Insights
Follower counts alone don’t tell you much. The right tool should show who your audience is and how they behave on Twitter. Look for metrics like follower growth over time, when your audience is most active, and which types of accounts follow you (industry, location, interests). This helps you tailor posting times, tone, and campaign targeting.
Tweet-Level And Campaign-Level Performance
It’s not enough to see vanity metrics. The right tool should track performance down to each post, thread, or campaign. That means impressions, engagement rates, link clicks, video views, profile visits, and conversions. For marketers, this data translates into clear answers: Which campaigns deliver leads? Which posts bring in traffic? Which content formats should get more budget or promotion?
Content Format Analysis
On X, content takes a few distinct forms: text, links, images/GIFs, videos, polls, and threads. Advanced analytics tools can help you compare how each format performs with your audience. For example, you might learn that threads earn higher engagement but single-image posts drive more traffic to your site.
Keyword And Mention Tracking
Look for tools that go beyond hashtag counts. In 2025, discovery happens through keywords and conversations, so the best platforms track brand mentions, campaign terms, and sentiment in real time. This lets you see how people are talking about your brand, your competitors, or your industry as it unfolds.
Hashtags still matter in specific cases, like branded campaigns, product launches, or live events, so choose a tool that can monitor both keyword chatter and hashtag performance side by side.
Competitor Benchmarking
Marketers need context for their performance. Some Twitter analytics tools let you compare your posting frequency, engagement rates, and follower growth against competitors or industry benchmarks. This helps you understand whether shifts in your metrics are brand-specific or reflective of broader trends.
Reporting Features
Data is only useful if you can share it. Look for platforms that let you create custom, presentation-ready reports with the KPIs your stakeholders care about most. Exporting options (PDF, CSV) also make it easier to integrate Twitter data into wider marketing reports without extra work.
Best Twitter Analytics Tools in 2025
1. CoSchedule
CoSchedule’s latest analytics upgrades make it one of the strongest all-in-one solutions for marketers who take Twitter seriously. The standout feature is the AI-powered Insights Assistant, which automatically analyzes your performance and suggests clear next steps. Think: adjusting post frequency, testing new content formats, or focusing on top-performing topics. You get these recommendations directly, without digging through spreadsheets.
CoSchedule also combines Twitter metrics with cross-channel reporting. You can see how tweets contribute to larger campaigns across LinkedIn, Instagram, and other platforms. This unified view is particularly useful for content-driven teams, where tying social outcomes back to blog posts, campaigns, or product launches is critical.
Reporting is simple and flexible, too. CoSchedule’s upcoming customizable dashboards will let you track the metrics you care about most, such as impressions, engagement rate, or follower growth, without unnecessary clutter. All analytics are included in paid plans at no extra cost, which makes CoSchedule both practical and cost-effective.
Pricing: Analytics are included free in all paid plans starting at about $19/user/month.
2. Sprout Social
Sprout Social offers one of the most advanced Twitter analytics suites available today. It covers everything from tweet-level metrics (impressions, clicks, engagement) to broader insights like follower demographics, trend reporting, and competitor benchmarking. That means you don’t just see how your content performs but also how it stacks up against your peers.
The reporting is a standout. Sprout generates polished, ready-to-share reports that break down campaign performance, highlight top tweets, and map spikes in engagement to specific events. If you need to present results to executives or clients, this feature saves you a lot of time.
You’ll also find strong collaboration tools. Multiple team members can plan, post, and track results in the same dashboard. The tradeoff is cost: Sprout is powerful, but the price makes it better suited to larger teams and agencies than to small businesses.
Pricing: Starts at $199/seat/month.
3. Brand24
Brand24 isn’t a traditional Twitter analytics dashboard, but it shines in social listening and sentiment analysis. It helps you see how people talk about your brand across Twitter in real-time. You can track mentions, keywords, and the overall emotional tone of conversations.
This is particularly useful during product launches or campaigns, where tracking sentiment in real time can help teams pivot messaging quickly. For instance, if a hashtag tied to your promotion starts gaining traction, or if negative feedback begins to trend, you’ll spot it quickly and adjust your messaging before it escalates.
You won’t get the same tweet-level breakdowns you’d see in CoSchedule or Sprout, but Brand24 fills the gap when reputation and conversation monitoring matter most. It gives you the chance to respond fast, highlight positive attention, and guide the narrative around your brand.
Pricing: Plans start at $149/month for up to 2K mentions monthly.
4. Followerwonk
Followerwonk (now powered by Fedica) focuses almost entirely on audience analytics, making it a unique addition to a marketer’s Twitter toolkit. It shows you who your followers are, where they’re located, when they’re most active, what their bios say, and even their social authority scores.
You can use these insights for segmentation and persona building. For example, if your followers are most active at 9 a.m. Eastern, schedule posts for that window. If many people in your audience highlight a specific niche in their bios, adjust your content themes to connect with them more directly.
What Followerwonk doesn’t give you is campaign-level performance data or engagement breakdowns. To get the full picture, pair it with another tool that tracks tweet-level results.
Pricing: Free plan available; paid plans start at $10/month.
5. Hootsuite
With Hootsuite, you get a single dashboard that tracks all the core Twitter metrics—impressions, clicks, engagement, and follower growth. You can also build custom dashboards to focus on the KPIs that matter most to you, like engagement rate or campaign reach. That makes reporting to stakeholders easier since you spend less time exporting data and more time sharing insights.
If you manage multiple Twitter accounts, Hootsuite brings everything into one place. Scheduling and analytics work side by side, which is especially useful for agencies or teams handling several clients.
However, Hootsuite’s analytics are designed to cover many platforms, so they don’t provide the depth of Twitter-specific analysis that tools like Followerwonk or CoSchedule offer.
Pricing: Starts at $99/month.
6. Twitter Native Analytics
Twitter/X has recently upgraded its built-in analytics, giving you richer insights, especially if you’re a Premium subscriber. The new dashboard shows audience and content analysis for each post, so you can see who’s engaging and how your content is being consumed.
If you create videos, Media Studio gives you detailed metrics like average watch time, completion rates, organic vs. paid views, plus breakdowns by geography and device. Individual post analytics are also easier to read now, with clear charts that track reposts, shares, video views, and other signals over time.
For solo marketers or small teams, these updates make native analytics genuinely useful for quick, in-platform insights. But you still won’t get custom reporting, multi-account dashboards, or cross-platform comparisons—features you’ll still need dedicated tools for.
Pricing: Full dashboard access available only with Premium subscriptions starting at $8/month.
7. Twitonomy
Twitonomy is a Twitter-only analytics tool that feels lightweight but delivers surprising depth. It tracks tweet types, hashtags, mentions, retweets, and long-term engagement trends. For marketers who want affordable, platform-specific insights, it offers more detail than Twitter’s native dashboard without the price tag of enterprise solutions.
Its strongest feature is historical tracking. You can spot long-term performance patterns, export reports, and analyze profile-level data, which can be especially valuable for performance reviews or content audits. However, its interface feels outdated, and it doesn’t integrate with other tools, which limits its role in multi-channel workflows.
Pricing: Free version available; premium features start at $19/month.
Twitter Analytics Reports: What To Include
When creating a Twitter analytics report, your goal is to explain performance shifts and the actions they trigger. Show how your audience behaved and which posts drove action. Tie the results to specific marketing goals. Include sections that reveal progress and causes, then close with clear next steps.
Keeping this in mind, I recommend including the following metrics and KPI:
Engagement Rate In Context
Engagement rate (total interactions ÷ impressions) is one of the clearest signals of content resonance. If impressions drop but engagement rate stays strong, the issue isn’t relevance—it’s visibility. Pairing the two together helps you spot gaps in your content or distribution.
Impressions And Reach Over Time
On Twitter, spikes and drops happen fast. Tracking impressions across 7-day, 28-day, or quarterly ranges highlights whether you’re steadily building reach or relying on short-lived viral posts. Good reports call this out: are you growing consistently, or are results tied to one-off moments?
Top Tweets And Why They Worked
Every Twitter analytics report should spotlight the top-performing posts but with context. Was it the format (video vs. text thread), the timing (posted during peak hours), or the content theme (industry news vs. evergreen tips)? This analysis is what turns reporting into strategy.
Follower Growth Tied To Audience Activity
A change in follower count only matters if you know what caused it. Reports should connect spikes or dips to specific actions—threads that gained traction, media mentions, or campaign launches. That link helps you see which efforts actually build an audience worth keeping.
Posting Times And Patterns
Twitter’s real-time nature means posting windows matter more than on other platforms. That’s why your reports should identify not just “best time to post” averages, but also patterns. For example, thought-leadership tweets performing best on weekday mornings, while short video clips picking up traction in evening hours.
Content Format Comparisons
Text posts, links, images, videos, polls, and threads each behave differently in the feed. A good report compares formats side by side, helping stakeholders see if the push into video is paying off or if threads are still the backbone of engagement.
Campaign Or Hashtag/Keyword Tracking
If you’re running branded hashtags or tracking industry keywords, those deserve a dedicated section. Reports should show how widely the conversation spread, which influencers amplified it, and the sentiment’s alignment with your goals.
Narrative + Recommendations
End every report with clear direction. For example, “Video posts generated 3x more profile visits than static images, so we recommend shifting 20% more content into video next month.” This makes the report actionable rather than descriptive.
Turn Twitter Data Into Action
The right Twitter analytics tool makes all the difference. Whether you start with Twitter’s built-in dashboard or invest in enterprise-level reporting with Sprout Social, the choice depends on your team’s size, goals, and resources. But if you want a complete solution that combines AI-powered insights, cross-platform reporting, and unified content analytics, CoSchedule’s Analytics Assistant is hard to beat.
Test it for yourself! Try CoSchedule’s Social Analytics and get a clear picture of how your content performs over time.
