By Christopher S Penn at christopherspenn.com:
Over the weekend I was playing around with the different ad platforms for social networks and discovered something interesting: my Twitter account was fully enabled for Twitter analytics. So was the SHIFT Communications account and half a dozen other accounts that I help to manage. Here’s how to find it, in order to save you some time.
First, go into your settings menu and find Twitter Ads. Notice that there’s no mention whatsoever of Analytics.
From the Ads homepage, go to Analytics and find Timeline Activity.
What you see here is the first of two pages of Twitter Analytics. The data you get is fairly thin. You get follow and unfollow counts over the last 3 days, you get mentions, and then you get the ability to see Favorites, Retweets, and Replies. Links that you share also get you a bit of click count:
What’s annoying is that the CSV download contains none of the follow/unfollow data. You only get Favorites, Retweets, and Replies, making the use of third party tools like link shorteners still mandatory.
The last section you get is a brief overview of your entire Twitter history:
That’s all you get for now from Twitter. It’s a good start, but it’s not nearly enough if you want to go crunching serious numbers to find out Twitter’s impact on your marketing efforts. For that you’ll still need to heavily rely on third party tools.