Complexity of KPIs and metrics in a Twitter social media dashboard can be overwhelming. Metrics are difficult to collect and sometimes very hard to understand. This is why we wrote this short document to help address this problem in a practical, less complicated way.

KPIs are too complex. Look for insights instead.

Forget about KPIs or metrics for the moment, after all, they are little more than just numbers. What you should be looking for is insights – a story that tells you something new, a new trend, new activity, and in general –  something of value to you or your business.

Spotting insights is not easy. Instead of learning how to create KPIs  and adding them to dashboard think about questions that you want answered daily and without effort.

To spot insights, think of practical questions you want to answer daily and look at metrics that are relevant.

We have selected simple questions for you to get started.  We also broke each question into metrics that we know are possible to retrieve (in fact, we have already retrieved them for you). If you look at metrics in the context of a practical question you will start spotting trends, and this is how you will get to insights.

We have selected simple questions to get you started and match them with metrics that we know you can use without much effort.

We only pick metrics that are readily available and provided to you automatically so there is no need to call IT support – you can select and look at them in a ready-made dashboard template below.

Start from these simple questions first. Ask them daily (or any time with Once you get comfortable, you can always ask for more and get more value from your data.


QUESTION 1: Can I track my Twitter account popularity and audience feedback in real-time?


It is important to know when your audience reads and reacts to your content. Engage with your readers when you have their attention. The more timely and responsive you are the higher will be your overall engagement. For active social network users, it is important to be able to check feedback without the need to log in and out of accounts. This is where a dashboard that shows multiple networks becomes very useful.

OVERVIEW – Total number of followers, following and tweets per day.

PERFORMANCE – Performance metrics over time: tweets, retweets and likes.

MENTIONS FEED – Your account mentions displayed in a feed table.

RECENT TWEETS – Your most recent tweets ranked by Engagement.

Hashtags: #live-view



QUESTION 2: Is my Twitter activity increasing over time?


This metric is normally used by businesses and Twitter users to measure and maintain the level of activity in the social network Tracking number of TWEETS over time helps to gauge the amount of effort that goes into maintaining engagement in Twitter.

FOLLOWING – Number of people that you or your competitors follow.

TWEETS – Number of tweets over a period of time.

Hashtags: #effort



QUESTION 3: Is my Twitter account gaining popularity?


Counting LIKES, FOLLOWERS, FAVORITES and trending them over time show how interesting or popular your tweets are. It could be useful to combine these metrics with Twitter ENGAGEMENT RATE tracked by Octoboard.

LIKES – Number of likes received by your account or by competition.

FOLLOWERS – Number of people who follow you or your competitor.

LISTED – Number of times your (or competitor) account has been listed by other Twitter users.

FAVORITES – Number of favorites received by your or your competitor’s content.

Hashtags: #account-popularity



QUESTION 4: Do my visitors like and interact (engage) with my Twitter content?


ENGAGEMENT shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and more. This is an important metric to keep an eye on because higher consumer engagement is a sign of great content. ENGAGEMENT RATE is a metric that is used heavily in analyzing social media. Because the engagement rate is calculated relative to the number of followers a company has on social media (or number of views), the rate for both small and large companies can be compared equally.

ENGAGEMENT – Your engagement metrics over time: tweets, replies and mentions.

ENGAGEMENT RATE – Your Engagement Rate over time.

ER = (Replies + Retweets) / Followers

REPLIES – Number of replies to your (or your competitor’s) tweets.

RETWEETS – Number of retweets of your or your competitor’s content.

MENTIONS – Number of mentions received by your account or competitor.

Hashtags: #engagement





QUESTION 5: Can I follow competitor’s activity and compare metrics to mine?


With Twitter it is very easy to follow competitor’s metrics such as REPLIES, RETWEETS, MENTIONs and others. Comparing these statistics to your own over time provides a valuable insight into what works and when for you and companies that you follow.

REPLIES – Number of replies to your (or your competitor’s) tweets.

RETWEETS – Number of retweets of your or your competitor’s content.

MENTIONS – Number of mentions received by your account or competitor.

Hashtags: #competition




Number and complexity of metrics can be overwhelming. Instead of jumping into complex stuff, start from practical questions and metrics that are easy to follow and readily available.

Remember, this is your data. Get smarter now by using data your already own. These selected metrics have been prepared for you by OCTOBOARD. Go ahead, it will take seconds to setup. No credit card required.


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