A key to using Twitter as a part of your social media lead-generation strategy is making sure that your results are trackable. If you have a marketing automation tool, you can build landing pages and specialized links, so if a lead comes in from a social campaign, you can look at the campaign performance. You want to know what opportunities came in as a result of a social interaction, and whether social engagement affected an opportunity before it became a closed/won deal. You also might want to track the following elements of your campaigns:
Follower growth
Follower quality and engagement
Reach (how many users favorite and retweet your tweets)
Traffic to your website from Twitter
Conversion (how many Twitter followers fill out your forms and buy your product or service)
You can track activity on your timeline using Twitter's Tweet Activity dashboard to see all of your activity on Twitter, as shown in the figure below. To get there, go to Settings, click the Ads Info link, and then go to the Analytics tab. Be sure to look for trends and optimize where you see opportunities. Twitter can also show you detailed demographic data so you can see who is clicking your posts and when.
For your ads, Twitter uses the standard metrics such as impressions, retweets, clicks, replies, and follows. You can view these in real time.
