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Media Studio Analytics

We built an analytics dashboard within Media Studio because we understand how important it is to track the performance of your video publishing on Twitter. Follow the instructions below to track the performance of your account, your overall video activity, and your individual video Tweets.

For broadcasts, please find the analytics sections within Media Studio Producer help.

Video analytics in Media Studio

  • How to view analytics for a particular video
  • FAQs

Video analytics on the Video Analytics Dashboard

  • How to view high-level analytics for your account
  • FAQs

Insights: Audience

  • How to view Timing is everything
  • FAQs
  • Errors

Insights: Conversations

  • How to view Conversation insights
  • FAQs
  • Errors
 

Video analytics in Media Studio

How to view analytics for a particular video

  1. Click on a video within your Media Studio library.
  2. The metrics Video Views, Completion Rate, and Average Watch Time will be shown in the opened window.
  3. For more advanced analytics, click the More Analytics button.
  4. Select a date range using the filter at the top right (which defaults to a 7 day view).
  5. The window will now show the following metrics:
    • Total Views
    • Organic Views
    • Promoted Views
    • Video Completion Rate
    • Average Watch Time
    • Country of viewership
    • Platform of viewership (iOS, Android, Web, etc.)

Tip: Metrics are aggregated by video, not by Tweet. If you have Tweeted the same video multiple times, we add up all metrics across those Tweets within this view).

Video analytics in Media Studio - FAQs

What metric is used for the View count?
The main Twitter video view metric is triggered when a user watches a video for at least 2 seconds and sees at least 50% of the video player in-view. This applies to View metrics for both uploaded videos and live broadcasts.

I am seeing promoted views on my video. Where are they coming from?
Promoted views can come from one of two places: 

  1.  the account is part of the Amplify Pre-roll program and is getting promoted views after setting video(s) to ‘monetize’

  2. the account’s Tweets are getting promoted as part of an ad campaign

If there are promoted views that you do not understand, please reach out to your Twitter account manager. If you do not have an account manager, you can file a support ticket here: https://help.twitter.com/forms.

How far back can I view video analytics in Media Studio?
The data in Media Studio goes back to 2017.

What analytics are tracked? 
Accounts with access to Media Studio will be able to access the Video Analytics Dashboard via the Analytics tab of Media Studio.  Some examples of the analytics tracked include: 

Video starts
Retention rates (25%, 50%, 75%, 100%)
Completion rates (25%, 50%, 75%, 100%)
Total minutes viewed 
Call-to-action clicks

Can I export the analytics? 
Yes, you can export analytics from both the Video Analytics Dashboard (VAD) and Media Studio.

Can I export video-level analytics from my library?
Yes. Click on a video in your library to open the media detail window. Then click the More analytics button to view advanced analytics. Then click the Export button that appears within that media detail window.

 

Video analytics on the Video Analytics Dashboard

How to view high-level analytics for your account

  1. Click the Analytics dropdown within the top navigation bar.
  2. Click Video Analytics, which will open a new browser window.
  3. Use the date filter at the top-right of the page to specify the desired time range. Changing dates within this filter affects all data shown on the dashboard and exports.
  4. View various types of analytics:
    • Top-level graph – shows data from all videos that have earned views during the set time range (not just those videos Tweeted during that time).
    • Right-side graphs – shows data from all videos that have earned views during the set time range (not just those videos Tweeted during that time).
    • Content list – shows data from all videos that have been Tweeted for the first time during the set time range.
  5. Export the information via the Export data button next to the date filter.

Tip: use the downloaded .CSV file to calculate additional metrics as desired.

Video analytics on the Video Analytics Dashboard - FAQs

Can I view broadcast analytics on the Video Analytics Dashboard?
No, this dashboard only includes analytics for uploaded videos, and does not include live broadcasts. For live broadcast analytics, click into each individual broadcast via the Producer tab in Media Studio.

What are the differences between video analytics found in Media Studio and on the Video Analytics Dashboard?
Individual video analytics will be identical across Media Studio and the Video Analytics Dashboard. However there are differences in the availability of the metrics that can be found in each tool:

  • Media Studio UI:

    • Organic views

    • Promoted views

    • Average watchtime (ms)

    • Estimated earnings

    • Organic playback starts

    • Organic playback 25

    • Organic playback 50

    • Organic playback 75

    • Organic playback completes

    • Promoted playback starts

    • Promoted playback 25

    • Promoted playback 50

    • Promoted playback 75

    • Promoted playback completes

    • Total completion rate

    • Country demographics

    • Platform distribution (device)

    • List of top tweets

  • Media Studio .csv export:

    • Organic views

    • Promoted views

    • Organic avg watchtime (ms)

    • Promoted avg watchtime (ms)

    • Average watchtime (ms)

    • Estimated earnings

    • Organic playback starts

    • Organic playback 25

    • Organic playback 50

    • Organic playback 75

    • Organic playback completes

    • Organic completion rate

    • Promoted playback starts

    • Promoted playback 25

    • Promoted playback 50

    • Promoted playback 75

    • Promoted playback completes

    • Promoted completion rate

    • Total completion rate

  • Video Analytics Dashboard UI:

    • Organic views

    • Promoted views

    • Estimated earnings

    • Organic playback starts

    • Organic playback 25

    • Organic playback 50

    • Organic playback 75

    • Organic playback completes

    • Organic completion rate

    • Promoted playback starts

    • Promoted playback 25

    • Promoted playback 50

    • Promoted playback 75

    • Promoted playback completes

    • Promoted completion rate

    • Total completion rate

    • Minutes viewed

    • Call-to-action clicks

    • List of top tweets

  • Video Analytics Dashboard export:

    • Organic viewsPromoted views

    • Estimated earnings

    • Organic playback starts

    • Organic playback 25

    • Organic playback 50

    • Organic playback 75

    • Organic playback completes

    • Organic completion rate

    • Promoted playback starts

    • Promoted playback 25

    • Promoted playback 50

    • Promoted playback 75

    • Promoted playback completes

    • Promoted completion rate

    • Total completion rate

    • Minutes viewed

    • Call-to-action clicks

    • List of top tweets

 

Insights: Audience

How to view Timing is everything

  1. Click on the Insights button within the top navigation bar.

  2. Click on Audience within the dropdown that appears.

  3. Study the graph to understand when your audience is online and watching videos on Twitter (not necessarily your videos).

  4. Tweet or schedule Tweets during the days and times that have the highest engagement.

Insights: Audience - FAQs

What is ‘Timing is everything’?
‘Timing is everything’ is an Insights feature that displays historical data of when your audience is on Twitter watching and engaging with video, providing you with the best time(s) to post video in order to maximize engagement, conversation, and viewership.

What kind of data is used to populate the graph? 
The graph displays historical data showing when your audience is on Twitter watching video.

Why are you sharing this data with me?
In doing this, we’re providing you with the best time(s) to post video in order to maximize engagement, conversation, and viewership.

What timezone is the data displayed? 
The data will be displayed in your local timezone, however you can change the timezone via the dropdown.

Should I only tweet during the highest engaged hours? 
No, we encourage you to continue tweeting throughout the day in order to maximize your reach with your audience, but consider posting some of those tweets during your highest engaged hours.

Why can I only see data going back a certain amount of time? 
We only have data for this feature available from approximately November 2019 forward.

Insights: Audience - Common errors and warnings

Error: ‘Failed to fetch insights data, please try again’
This is likely just a temporary issue; try reloading the page after some time. 

Error: ‘Data cannot be generated for accounts with fewer than 1,000 followers’
We only allow users with over one thousand followers to see the ‘Timing is everything’ insights page. 

This message may also be displayed for the first 24 hours after a handle is granted access to Media Studio. After at least a week, this error message should no longer appear.

 

Insights: Conversations

How to view Conversation insights

  1. Click on the Insights button within the top navigation bar.
  2. Click on Conversations within the dropdown that appears.
  3. See the conversation trends in the graph, customizing the breakdown by hourly, minutely, or daily. You can also choose a particular date, or range of dates, via the date filter.
  4. The Tweets and See who is talking about you charts automatically update for any changes to the date filter.

Insights: Conversations - FAQs

What is ‘Conversation’ insights?
Understand what people are saying about you on Twitter with Conversation insights in Media Studio. Using content listening algorithms created by Twitter, Conversation insights goes beyond highlighting just mentions and hashtags to show the Tweets and insights you might ordinarily miss.

What does ‘Conversation analysis’ show?
Analyze the number of Tweets created about you, as well as the unique authors creating those Tweets. Set the time range to daily, hourly, or by the minute to get more detail. You can also drag across the graph to zoom in on a specific date range.

What does ‘Tweets’ show?
View a timeline of conversations around you. Sort by Latest or Top Tweets; filter to see only Tweets from verified users, specific languages, or certain formats; set thresholds to filter the timeline to only view Tweets with high engagement or from accounts with a minimum number of followers. Use this knowledge to get inspired to create content that resonates with people who are talking about you.

What does ‘See who is talking about you’ show?
Discover the people who are talking the most about you. This information is broken out into two sections — the most influential people (by follower count), and the people who talk about you most often (by number of Tweets). Easily follow these users to keep the conversation going.

 

Insights: Conversations - Common errors and warnings

Error: ‘Failed to fetch insights data, please try again’
This is likely just a temporary issue; try reloading the page after some time. 

Error: ‘Data cannot be generated for accounts with fewer than 1,000 followers’
We only allow users with over one thousand followers to see the ‘Conversation’ page. 

This message may also be displayed for the first 24 hours after a handle is granted access to Media Studio. After at least a week, this error message should no longer appear.

 

Related Media Studio help

Overview
Library
Analytics
Producer
LiveCut
Monetize

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