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Notes and guides

Blog

Notes on measuring what happens on X, written for the people who have to report it afterwards.

By subject

Social listening Tracking what is said about a brand, a topic or a competitor across networks, and turning it into something a team can act on. 0
X and Twitter analytics How to query X properly, what each metric means and how to read a report without fooling yourself. 4
Marketing reports and metrics Engagement reports, account comparisons, campaign wrap-ups and the metrics that hold them up. 0
Reputation and competition Watching what is said about you, measuring it against your competitors and knowing when to act. 0

Most recent

X and Twitter analytics How to track a hashtag and report something useful Knowing how to track a hashtag properly means more than counting posts. Which metrics answer which question, and why the peak hour beats the daily total.

X and Twitter analytics How to calculate Twitter engagement rate honestly Two agencies can report an 8% and a 0.4% Twitter engagement rate for the same campaign without either lying. The formula you pick decides the answer.

X and Twitter analytics What Twitter impressions measure, and what they do not Twitter impressions are the only social media figure that is counted rather than estimated. How they differ from reach and why follower counts are a poor substitute.

X and Twitter analytics Twitter advanced search, every operator that works in 2026 The complete Twitter advanced search reference: every operator grouped by the job you need done, from dates and accounts to language, engagement and post type.

Choosing a plan

Every plan carries the same product. The only decision is how many tweets you need to analyse each month.