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Twitter campaign reporting and measurement

A report should help you decide what to do next, not just show big numbers.

What we measure

  • Unique accounts using the hashtag, which shows real participation.
  • Impressions and reach of official posts.
  • Engagement: replies, reposts, likes and link clicks.
  • Rank and region if the topic appeared in trends, with timestamps and screenshots.
  • Sentiment, sampled by reading a set of posts.

How to read the numbers

Impressions count views, not people. A smaller number of unique accounts with many replies often says more than a large impression total. Compare results with your own goal, not with other brands.

What a report includes

  1. Summary

    Goal, result and key takeaways on one page.

  2. Data

    Charts and screenshots with dates.

  3. Lessons

    What to repeat and what to change.

  4. Next

    Suggested follow-up.

Limits

X shows trends differently to different people, so a rank screenshot shows a moment, not a guarantee. We label estimates as estimates.

Related pages

Planning a campaign on X?

Tell us your goal, date and audience. We reply with a plan and an honest view of what is realistic.

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