The total number of times a Tweet from your account or mentioning your account could appear in users’ Twitter feeds during the report period. This number includes your Tweets, Tweets that mention your brand handle, and Retweets of your content.
Why It's Important
The potential impressions metric has always been an important one for advertisers. For traditional media like newspaper, radio, and TV, it has been one of the only metrics available to gauge success. It’s just as relevant on social media.
Potential impressions are an important part of measuring your brand impact. If content you’re creating has a viral impact – for example, Tweets that earn a large number of Retweets and @mentions – your potential impressions are the quickest way to identify that trend, allowing you to focus your efforts on the content that is drawing the most attention and understand how to harness that power in the future.
How to Use It
Viewing Twitter potential impressions and Google Analytics data in tandem is the most concrete way to tell if your campaign worked. If you can determine the actual site traffic driven from your efforts and, in turn, the goal completions driven by your Twitter activity, you can determine a base-level ROI for your Twitter campaign.
In today’s social world, no numbers exist in a vacuum. Watching how potential impressions relate to your goal completions also helps you set a sound plan for future campaigns.