How Do I Make Twitter Data Useable After an Export?

Exporting your raw data from Twitter is just the start of your journey into Twitter analytics.

Once you download your spreadsheet, you will see a lot of data that may be difficult to read.

To make sense of the export, go to the “data” tab in Excel and click “PivotTable”. The PivotTable Builder will pop up to help you organize your data.


  • In “row labels” drag and drop funding instrument name and campaign.

  • In “values” drag and drop spend impressions, clicks, and engagements.

  • Change “summarize by” to “sum” so that the pivot shows the sum of spend, the sum of impressions, and the sum of engagements.

  • Drag and drop the engagement rate and CPE into the “values” field. Set your calculation to “average” so that your pivot shows an average of engagement range and CPE.

  • Now, you’ll have a clear view of standard performance across each campaign. You can always add more field names to see additional metrics.


Originally published 01/22/18, updated 03/22/18.