Twitter Tweet Analytics
The following metrics are available for Tweets published on your account.
Public Engagements: Sum of Likes+ Retweets+ Replies
Media Engagements: This includes the number of clicks on your media across videos, vines, gifs and images.
Tweet Engagements: Total number of times a user interacted with a Tweet including Retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion.
Engagement Rate: Likes + Retweets + Replies on the post divided by the total followers on the account, expressed as a percentage.
Replies: Times a user replied to the Tweet
Likes: Times a user liked the Tweet
Impressions*: Times a user is served a Tweet in timeline or search results (organic only)
Post Organic Video Views - the number of times a specific tweet containing a video asset was viewed for at least two seconds (MRC standard). This measures organic views only.
Media Views - the number of times your media was played (autoplay and click) counted across videos, vines, gifs, and images. A video may have more media views than video views as Media Views do not have the 2-second length qualifier as Video Views do.
Total Video Views - the number of times the video asset included in the selected tweet was viewed for at least two seconds. Total Video Views includes the combined view counts from any tweets where the video has been Retweeted or reposted in separate Tweets. This matches what Twitter shows on each video in their UI.
URL Clicks: A count of how many times a URL in the Tweet has been clicked.
App install attempts: Clicks to install an app via the Tweet's Card
App Opens: Clicks to open an app via the Tweet's Card
Detail expands: Clicks on the Tweet to view more detail
Follows: Times a user followed you directly from the Tweet
Hashtag clicks: Clicks on hashtag(s) in the Tweet
User profile clicks: Clicks on the name, @username, or profile photo of the Tweet author
Permalink clicks: Clicks on the Tweet permalink (desktop only)
Shared via email: Times a user emailed the Tweet to someone
Data for Twitter Posts provides only organic views and impressions, for total organic and promoted views on your videos see below.
Twitter Video Analytics
The following metrics are available at the video level for any video published to your Twitter account Media Studio
Total Video Views: the total number of times users viewed your video across all tweets, includes organic and promoted views
Organic Video Views:
Promoted Video Views
Total Completion Rate
Duration: The length of your video in HH:MM:SS
Organic average watchtime
Promoted average watchtime
Average total watchtime
Organic/promoted completion rate
Organic/promoted playback starts
Organic/promoted playback 25
Organic/promoted playback 50
Organic/promoted playback 75
Organic/promoted playback completes
Organic/promoted CTA clicks