Every day, companies use their business X accounts to engage with customers and promote their products and services. 

With an estimated 429 million users as of early 2024, X is an ideal platform for your company to meet with potential customers, offer live chat support, boost sales, and increase brand awareness.

But how do you know if you're reaching the optimal number of consumers? How engaged are your subscribers with the content you're posting? Could there be a better way to connect with prospects and convert them into clients?

X analytics tools provide a way for you to discover if your social media efforts are having the desired effect. By tracking X metrics like follower count, reposts, impressions, and more, these tools help you gain valuable insights into your content strategy and make data-driven decisions on how to reach and engage with more customers.

In this article, we'll take a closer look at why X analytic tools are so important for your business. We'll compare 11 of the top analytics tools and determine how they can benefit different types of companies. And we'll go into the key features you should examine when choosing the right X analytic tools for your business. 

How do X analytic tools help your business?

X analytic tools are software platforms that track key performance indicators in your content strategy. These include follower growth, engagement rates, post performance, hashtag tracking, and audience demographics.

The tools analyze this data to provide a clearer picture of how users engage with your content, what they think about your brand, and which posts elicit desired behaviors (like reshares) from your audience.

From here, X analytics tools guide you in making data-driven decisions on how to adapt your messaging to boost conversions, get more positive feedback, and improve future campaigns.

While X provides built-in analytics that track basic metrics, third-party X analytics tools go deeper and provide advanced analytics to reveal what is (and isn't) working with your current social media strategy. 

Improve your social media strategy with the top 11 X analytics tools

Want to improve your social media presence? You need an in-depth understanding of your audience's demographics and how they engage with your content. By properly analyzing this historical data, you'll gain actionable insights that determine what content is most effective for driving follower growth.

The X analytics tools below provide marketing tools for tracking your campaign results and identifying trends in your target audience activity. By not limiting yourself to a single social media analytics tool, you gain a more complete picture of your social media performance.  

1. Brandwatch helps you analyze massive amounts of data

As an Official X Partner, Brandwatch Consumer Research offers access to the complete X firehose, including all past public posts going all the way back to 2010. 

Combined with Brandwatch's AI-powered audience analysis products, you can search through 500 million daily posts. Keyword rules and machine learning let you segment this vast data and identify the conversations relevant to your industry.

With Brandwatch, you can accurately measure, analyze, and comprehend how well your X posts and videos are performing by the number of their likes, comments, and reposts. You can also track your competitors' accounts, see how your strategies compare, and develop actionable insights for improving your social strategy.  

2. Brand24 guides powerful influencer marketing campaigns

Measuring your hashtag performance is important to reach target audiences on X. Brand24 provides a social listening tool that can track engagement and generate a list of trending hashtags to enhance your posts.

In addition, Brand24 can calculate influence scores based on social media interactions, shares, likes, estimated reach, and other factors. This helps you identify the ideal social media influencers to work with in your next X influencer marketing campaign.  

3. X Analytics monitors your campaign's success

Searching for a tool that helps you learn more about your audience? X Analytics is now available for users with an X Premium subscription.

This analytics tool offers audience insights by showing the percentage of users who liked, shared, commented, reposted, or engaged in any other way with your posts. See how many people clicked on links in your posts to assess how your content is converting users.

You can also track how many users followed or unfollowed you, revealing not only your audience size but how well your content resonates with your audience. 

All of this helps you understand how to create better content and engage with your audience when they're most active, leading to more leads and higher conversions.  

Looking for an analytics tool that helps visualize trends on X? Trendsmap is a social media monitoring tool that showcases trends in real time on an interactive map.

This tool is particularly useful for identifying trending hashtags and keywords that perform well in different parts of the world. 

If your business is targeting consumers in multiple US states, regions, or countries, Trendsmap provides detailed analytics to determine what topics to focus on in different consumer markets.   

5. Tweet Binder provides hashtag analysis

Used by social media managers and marketing professionals, Tweet Binder is a social listening platform used for cashtag and hashtag analysis. Users can also monitor and analyze accounts for gains or losses in followers.

This helps you develop actionable insights on how to keep audiences engaged. Tweet Binder also offers one-off X hashtag analytics reports that provide historical or real-time analytics reports for any date range. You can share these reports as PDFs with your team for data-driven decision-making.

6. Keyhole monitors social conversations

Offering automated social media analytics for agencies and marketers, Keyhole measures real-time and historical social media data. It then provides the data in graphs and layouts to help you report your findings and develop effective strategies.

Keyhole's hashtag analytics and keyword tracking feature allows you to monitor social conversations about your brand and analyze your competitors. You can also find trending topics in your industry to help create content and locate top influencers for your marketing campaigns.

7. Sprout Social lets you track down key performance metrics

Need a social media management tool that offers in-depth analysis of multiple X profiles? Sprout Social analyzes impressions, follower engagements, demographics, and other key metrics. Use this tool to identify your top-performing posts and compare them against your business competitors on X. You can then replicate or update your content to give followers the content they want.

Upgrade to Sprout Premium Analytics to choose the specific metrics that indicate success in your social media marketing goals. These tools also let you create detailed reports for shareholders that clearly communicate your strategies' success through the collected and analyzed data.  

8. Social Pilot helps you manage several social platforms

Ready to grow your presence on social media platforms? Social Pilot is a social media scheduling and marketing tool designed to help brands with social media management across multiple social channels.

Social Pilot provides analytics features for X that track key metrics like impressions, popular posts, hashtags, and mentions. This data is organized into custom reports that offer helpful insights into how to produce social media messages followers want, when to schedule your posts, and how to take advantage of trends that increase your visibility.  

9. Twitonomy offers multiple analytics features

Manage, monitor, track, and report your activities on X using Twitonomy. This web-based social analytics software offers tools to track engagement and measure performance. Other tools help you produce visual analytics and custom reports to better communicate your findings with your team.

10. Hootsuite shows you when to schedule your posts to extend your reach

Knowing when to post your content is just as valuable as knowing what to post. That's why Hootsuite's Best Time to Publish feature tracks your audience activity and suggests when you should post on X for maximum exposure and engagement. 

You can also track your past performance based on engagement rates, hashtag clicks, and mentions. See how your campaign strategy compares to competitor accounts. Need to show stakeholders what your audience thinks about your brand? Sentiment analysis tools measure audience reactions and inform you about the topics and trends you should be concentrating on.  

11. Fedica helps grow your following

Once known as Tweepsmap, Fedica is an all-in-one social media management platform that uses AI-driven analytics. With Fedica's analytics features, you can analyze any X account for your ideal audience demographics. This helps you build a more targeted ad campaign that can grow your following.

You can also use the analytics features for keyword and hashtag tracking to get a better idea of your audience's interests. Analyze X lists, accounts, and conversations to assess your competitors' followers and target key niches your competitors may be overlooking. Used properly, these analytics tools will help you reach target populations and get them to engage more with your content.  

Key features to look for in the best X analytics tools

Wondering how to select the best social media analytics tools to optimize your performance on X? While different platforms will emphasize different tools, it's important to focus on the following features: 

Comprehensive dashboards make complex data more digestible

Keeping up with all the metrics from multiple sources can be challenging, but comprehensive dashboards can make this process easier by bringing all your data into one visual interface. 

At a glance, you can make sense of all your demographic and interest data, track the growth of your X profile, and see which followers engage most with your account. You'll quickly spot which posts resonate best, keeping you on top of social media trends. In other words, a comprehensive dashboard will keep you informed and up to date.  

Detailed post analytics give better insights into your target audience

If you limit yourself to the basic analytics you can glean from free tools, you'll miss out on important details. Your analytics tools need to provide detailed information about your target audience's demographics. This goes beyond just age, gender, and marital status and can extend to occupation, interests, and buying habits.

You'll also want analytics that track follower growth and compare your performance against competitors. If you're running ads, look for analytics that can show you how they perform compared to your regular posts.

Competitor analysis helps you match (or surpass) rival business performance

How do your content strategies stack up against your business competitors? If your analytics tools don't track your competitors' activities, you won't know how to keep up with them.

X analytics tools should provide statistics on your competitors' posts, including their engagement and interaction rates. To gain valuable insights, compare their engagement levels with yours over the same period of time.

If you find your competitors are outperforming you, adapt your strategy to include similar hashtags and topics that reach your target audience. 

Look for issues with their X strategy, such as a slow response to customer questions or a small pool of partnering influencers. This may show you how to enhance your own social media presence.   

Audience insights help you create more engaging content

If your analytics tool offers access to historical data, you'll gain in-depth insights into your users' behavior. 

This shouldn't just be limited to basic demographics (age, location, gender, etc.). Focus on learning about their interests and lifestyle choices. See when they post on X and which of your posts they share or comment on.

Use these insights to adjust your X strategy based on your audience's behavior. Interact with them when they're most active on X, create content that drives the most engagement, and keep monitoring their behavior to identify changes that could affect your following. 

Real-time analytics reveal untapped engagement opportunities

Savvy marketers need to keep up with their social media marketing campaigns and account performance. New trends on X emerge all the time, and it's essential to understand how your audience responds to these topics to adapt your strategy. Whether it's new features, discussion themes, or even trending slang, real-time insights allow you to make quick adjustments and allocate resources effectively to achieve a higher return on investment for your company.

Why are analytics tools so important for your X profile?

Developing a strong online presence across multiple platforms is crucial for getting your brand in front of key audiences. 

However, marketing budgets are often limited, and you can't afford to just test out every possible social media marketing strategy across all your platforms and expect a good ROI.

X analytics tools help you identify the marketing tactics best suited for your company. By analyzing historical data on your followers and new trends in the social media space, the right X analytics tool can help you make strategic decisions on what content to create and what topics to focus on. 

Knowing how to optimize your active campaigns is also crucial for reaching your business goals. Once again, analytics tools can help by analyzing your campaign performance in real time and suggesting changes you can make immediately to stay competitive.

Finding, connecting, and ultimately converting X users into your business clients is challenging. Using X analytics not only streamlines this process but also increases your odds of success.

Let's say you want to launch an influencer marketing campaign but don't know how to select the right X influencer. Analytics tools help vet potential candidates by showing if their follower demographics and brand affinity align with your target audience and business identity.  

Not only does this reduce guesswork, but you can also create a better campaign since you know this influencer will help you reach your desired demographics.  

Finding your X analytics on X

Locating your X analytics dashboard on "X" has changed recently. Be aware that you now need to subscribe to X Premium to use the advanced analytic tools.

To access your dashboard from your desktop, go into your X account. Now, click "X Premium" in the left panel and select "Analytics" under "Quick Access." This takes you to your X Analytics dashboard. 

If you're accessing X Analytics from a mobile device, tap on your profile picture. Then tap "Premium" in the menu that shows up and select "Analytics" to go to your dashboard. 

From your dashboard, you'll see an overview of your performance which includes your engagement rate, number of impressions, number of followers, and post count.

You can also check the X analytics for each post by going to your post and clicking on the graph icon below it. This will bring up the post's individual stats. 

Alternatively, you can click on the "Content" tab on your X analytics dashboard and sort your posts by different metrics.

Keep in mind that using a third-party analytics tool can provide you with additional options not available on X analytics. 

Using Brandwatch as your X analytics tool provides deep analysis of your X marketing strategy

Adding extra analytics tools to the analytics already built into X provides you with a deeper analysis of your account performance. This can lead to better insights, allowing you to tap into additional opportunities to reach new followers. 

As an Official X Partner, Brandwatch offers access to an enormous amount of X data, and its AI-powered analytics search through the data to uncover useful insights about your audience and competitors.

One nice feature Brandwatch provides is its ability to conduct sentiment analysis of content that mentions your brand. Not only does this help you track engagement, but you'll understand how X users feel about your brand, which informs your marketing strategy.

Staying on top of recent trends is important, which is why Brandwatch collects X data in real time. This enables you to monitor your online campaigns and course correct when necessary. Meanwhile, Brandwatch's keyword tracking feature keeps you informed of popular trends, public sentiment, and tactics for connecting with desired audiences.  

Frequently asked questions about X analytics

Let's answer some questions businesses ask about X analytics.

What are the best free X analytics tools for small businesses?

Tracking your account activity with the free version of an analytics tool like Twitonomy can be helpful for small businesses. This basic tool tracks hashtag popularity, and you can also check which of your posts were reposted and analyze your follower demographics.

Other free analytics tools include Hootsuite and Followerwonk. Keep in mind that many of these tools have a free and paid version which provides more advanced analytics.  

Can I export data from X analytics tools?

Yes. According to the X Help Center, you can export analytics from either the Media Studio or Video Analytics Dashboard (VAD).

Are there X analytics tools for measuring brand awareness?

Absolutely. Most analytics tools offer options for measuring brand mentions, follower count, and impressions. All of these metrics help indicate awareness of your business' brand.

Use a third-party analytics tool to get an even deeper measure of brand awareness. Brandwatch, for example, offers a sentiment analysis feature that measures how people actually feel about your brand. Other tools also provide competitor monitoring, which measures consumer awareness of your brand compared to your business competition.