Beyond follower count, likes, and retweets, key metrics that should be monitored include:

1. Engagement Rate: This is the percentage of the influencer’s following that interacts with their content. High engagement indicates a deeply engaged and active audience.

2. Audience Quality Score: This metric evaluates the authenticity of the influencer’s audience, determining whether followers are real and engaged, or fake and inactive.

3. Conversion Rate: It measures what proportion of the audience follows through on the campaign’s call-to-action.

4. Click-Through Rate (CTR): This measures the number of people who clicked on the link within your ad or campaign.

5. Brand Mention Spike: This measures any abrupt increase in brand mentions or discussions on social media platforms.

Performance data can be used to optimize future campaigns by identifying what worked well and what didn’t. By analyzing data like engagement rate or conversion rate, you can understand which influencers align best with your brand, what kind of content resonates with your target audience, and fine-tune your strategy accordingly.

Yes, the analytics provided by Twitter can be supplemented with third-party tools for more in-depth insights. Platforms like Flinque, Socialbakers, and Hootsuite offer comprehensive analytics that delve into audience demographics and psychographics, optimal posting times, influencer performance, competitor analysis, and more.

In conclusion, while Twitter analytics can provide a good overview of your campaign performance, to gain detailed insights and optimize your influencer marketing campaigns, consider using comprehensive third-party tools that can cater to your specific needs. These should be selected based on your organization’s specific goals, requirements, and budget.