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Twitter for Business allows you to have in-depth data access to your analytics, as shown in Figure 3-3. The dashboard gives you a summary of your content and other key data. Here are some of the key metrics to analyze:

 Engagement Rate: A whole array of data, including link clicks, retweets, favorites. and replies to your tweets

 Followers: The total number of Twitter followers your company has gained, with the ability to compare the rates over a period of time

 Link Clicks: The total number of people who have clicked the website URL in your profile

 Mentions: The number of times your username was mentioned by others

 Profile Visits: The number of people who have visited your Twitter profile

 Replies: The number of times your tweets received replies

 Retweets: The number of retweets received by others with a date comparison features

 Tweet Impressions: The number of times your tweets have been viewed, whether they were engaged with or not