What is this?
An improved Advanced Twitter Metrics integration that makes advanced metrics easier to access, consistent and more aligned with native analytics.
With the previous integration, impressions and video views were the only advanced metrics visible in dashboards. Additional widgets and metrics were needed to access other advanced metrics.
Also, advanced engagement and engagement rate were only accessible via specific widgets relying on a calculation that was slightly different from the native calculation.
What is changing?
As part of this update, advanced engagement is now pulled directly from Twitter rather than calculated by Khoros and is visible in all analytics features. This includes data exports, custom metrics and side-panel results. It has also been backfilled in Advanced Twitter Post Engagement and Twitter Engagement Rate widgets where it was previously shown.
The metric is more aligned with the native engagement since it’s pulling directly and the previous calculation included quote retweets not included natively. It was also missing user post follows and specific. click metrics. While it’s more aligned it’s important to consider the limitations noted below.
Another part of this update is a dashboard button that replaces standard with advanced metrics in all widgets supporting Twitter. See below for more information on this and other features.
Why use this?
Advanced Twitter Metrics include a more robust set of metrics that are more consistent with native Twitter metrics.
Standard metrics are limited, leading to data gaps and differences from native metrics. They are missing metrics such as impressions, un-actions and clicks that are included natively. They also rely on bit.ly for click data, which can be inaccurate if the same bit.ly is used in multiple posts or not created from within the platform.
Overall, using advanced metrics and these features provides more alignment with native Twitter metrics and deeper insight into content performance. You can learn more about the differences here.
Where can I find these updates?
These features are accessible for all customers with Advanced Twitter Metrics. The following is more information about the updates and where to find them.
Advanced Twitter Post Engagement Widget
The Advanced Twitter Post Engagement widget has been backfilled with the updated engagement metric and reflects all metrics included in it.
Custom Metrics
Advanced engagement is now available along with other advanced metrics to include in custom calculation.
Data Exports
Advanced engagement metrics are included in the Post Data and Daily Post Summary Exports. The metrics are the same for other channels but advanced engagement metrics populates for Twitter.
Side Panel Results
The updated engagement metric as well other advanced metrics appear in side-panel results in the calendar and dashboard.
Marketing Analytics Dashboards
In order to create consistent visibility of advanced metrics in the dashboards, a button is now available to replace standard metrics such as engagement with advanced metrics where not already shown. This button works for all widgets and metrics supporting Twitter including those including a custom metric calculation.
This sounds great! Do I have access to this?
All the above features and updates are already available for customers with Advanced Twitter Metrics. Contact your Khoros account team if you are interested in getting access to these metrics and features.
What else do I need to know?
This functionality is only available for customers with access to Advanced Twitter Metrics. The advanced metrics start populating at the time access is granted. They do not backfill.
All advanced metrics are pulled directly from Twitter. However, there is a seven day metric fetch limitation on the Twitter API. This means metrics can only be fetched for seven days after the tweet is published. Also, Twitter provides paid metrics related to promoted posts for everything but impressions. Khoros is in active talks with Twitter about increasing the fetch time period and paid data provided to us.
Sign up for a Product Coaching session and/or read this article to learn more about Advanced Twitter Metrics.
