An ‘overall’ snapshot, and still valuable
While this only provides an overall look and not which tweets are driving traffic, it’s valuable. We know in this case, for the selected time period, Tweets drove 40 hits.
It does provide something more, though. Of the 40 referrals from Twitter, 8 were not previously on this website. In this case, Twitter was huge for repeat traffic (meaning we’ve hit our target audience AND continued visits mean an increased likelihood of purchasing).
While only 8 were new visitors, even if they only read one article, they could bookmark your site and/or share the link (future increase in direct traffic and/or more new users.)
Side note here – though Twitter and social traffic, in general, may seem or be low, monitor for a consistent increase in organic and direct traffic. Direct traffic increasing is an indication of both brand awareness and social media marketing effectiveness. Organic traffic means you could be showing up in more searches and brand awareness (clicking through from searches is somewhat behavioral based).
The data set in our example also shows almost a minute of time on the first page accessed (no data for the last page based on a limitation in Google Analytics reporting). That means the user spent time on your landing page reading BEFORE moving to the next page. With an average of 1.65 pages per session and more than 32% accessing more than 1 page, this gives us an idea of how well Tweets are working.