Tracking Clicks on Twitter: The Results

By Daniel Scocco

Last week I wrote a post titled What Is The Average CTR on Twitter? Let’s Find Out. The goal was to try to understand better what kind of CTR Twitter accounts have. Many readers entered the discussion with their opinions, and here is what we got in the end.

First of all I agree with the people who said that talking about CTR on Twitter is not completely accurate. CTR measures the number of clicks that you get on a certain web page or email message, out of a total number of people who will be exposed to that page or message. On Twitter we don’t really know how many people will be exposed to the message, because not all followers are online when you send a tweet, and because some of your followers might also retweet your tweet, passing it along to people who were not following you in the first place.

Perhaps we need a new term. Something like CPF, or clicks per follower. Obviously the CPF will vary from case to case. Some factors that will affect it include:

  • how the followers on the account were gained (i.e., mass following or not),
  • what kind of engagement the account owner has with the followers,
  • the time when the tweet is published,
  • the number of power users following the account owner, and
  • the relevancy and usefulness of the tweet in question.

Despite those factors, I think it is still possible to find an average range for the CPF on Twitter. Last week I had guessed that it would be between 0,5 and 2,5 (clicks per 100 followers), and after collecting the numbers submitted by our readers I believe that was a good guess. Here is a graph illustrating the CPF reported by each reader:

clicks-per-follower

Some facts:

  • The average number of clicks per 100 followers was 2,37.
  • If you remove the three spikes (that seem to come from accounts with very engaged followers and therefore many retweets), the average falls to 0,9.
  • The largest CPF was 12.5 clicks per 100 followers.
  • The smallest CPF was 0.3 clicks per 100 followers.

Obviously the sample size is too small for us to derive any definitive conclusions, but I find the numbers interesting anyway. For example, if you are currently getting fewer than 0.5 clicks for every 100 followers, there is something wrong there. You should try to increase the relevancy of your tweets and to build a better relationship with your followers.

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17 Responses to “Tracking Clicks on Twitter: The Results”

  • Nicholas Cardot

    Thanks for taking the time to put this together. I was curious the other day when you introduced this idea but it’s neat to see the results of your research. It’s very helpful!

  • Adam Baird

    Pretty good points overall.

    My only point of contention is that as your following grows you probably won’t maintain more than 0.5 clicks per 100 followers. You just end up with a lot of dead followers once you grow past maybe 15-20k followers…

  • Stefan

    I think 0.3 is a bit more close to the reality when it comes to popular users as Ashton Kutcher. If you grow big enough people (spamusers) tend to follow simply because you have a lot of followers.

    With that said, it’s actually a bit more than I would have thought.

  • Eric C

    I didn’t post, but my twitter account only has 60 or so users, and regularly gets 12 or more click throughs. And I’ll be honest, some of my followers. My guess is I tweet my posts from my blog, but the topic is hash tag sensitive.

    Here is the weird thing: our analytics doesn’t show nearly that many clicks from twitter or bit.ly. I don’t know how it works, but I’ll be trying to use it more in the future.

  • Boerne Search

    I hope I can get mine up. It just seems I have stalled at 1600 followers.

    Kane

  • GoBusiness101

    I used my twitter on my other site not on my business site. Some think that twitter becomes a spammer also. A bad business model for some.

  • Brett Favre

    Not a great click through rate but Twitter followers aren’t necessarily looking to be sold to.

  • Chester

    I agree with Gobusiness101. Twitter is becoming a spammer site. So basically, it’s best to use twitter for personal/ social matters.

  • Igor Kheifets

    Great insight.

    As soon as I have read your post about finding out the average CTR on Twitter, I have decided to conduct my own study.

    The results were dreadful. With the following of nearly 7,000 people, my CPF rates suck.

    However, it is a good thing I have found out – now I can work on becoming a more valuable twirson.

    Igor

  • Tom Bradshaw

    When I began Tweeting I just followed everyone who followed me, now I only follow relevant people or if they are in the same country as me. It’s better to have more people following you – the only way to do this is to offer up to date relevant info. There’s no point following money making people on the other side of the world!

    ps. follow me at:
    twitter.com/morganwebdesign

  • Will Bontrager

    While testing clicks from twitter, I used a relay URL that logged the user-agent info of each visit. Every post to @WillBontrager with a new URL got 5 to 12 visits from bots.

    This is just FYI, something that could change the graphs.

    Perhaps your measuring system eliminated bots.

    Will Bontrager

  • Ruben Ricart

    Great post Daniel! and gives the tweeters an idea of what to expect. This is a great post, it’s new, it’s a new concept and understanding it can be very beneficial…once again. Thanks for sharing.

  • Hesham

    Thank you Daneil, I was thinking of how to get better results from Twitter by getting more relevant followers, and it seem that thing are going to work better for me!

  • Samantha Milner

    Thanks for the great post

    i do a lot of business through twitter and gaining stats and seeing what comes of it is very interesting indeed.

    kind regards

    sam
    X

  • Josh Stauffer

    Very interesting data here. Thanks for taking the time to put this together!

  • Web Marketing Tips

    Well although I really appreciate your thoughts but I do not think that calculating in such manner will give you accurate data to reach at any conclusion.

  • Chris Henry

    Defining how to measure CTR (or CTFs) on Twitter is a pretty big challenge. I’ve found that automating the process is particularly challenging, having to deal with RTs from much bigger accounts, accounting for links that got retweeted, etc. But what’s great is that Twitter now has so much info available about each tweet, so the possibilities are pretty endless when it comes to slicing and dicing the data.

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