twitter_web_analyticsTwitter has just announced the launch of Twitter Web Analytic a tool which enables you to understand how much traffic your website receives from Twitter. Twitter Web Analytics was driven by the acquisition of BackType back in July.

Twitter Analytics provides three key benefits:

  • Understand how much your website content is being shared across the Twitter network
  • See the amount of traffic Twitter sends to your site
  • Measure the effectiveness of your Tweet Button integration

According to the official Twitter announcement, “Twitter Web Analytics will be rolled out this week to a small pilot group of partners, and will be made available to all website owners within the next few weeks”. Twitter is also looking into supplying API access to third party developers who might be interested in integrating it in their applications.

Given the rise of Twitter as a major social media sharing platform this is certainly a very useful tool that would enable website owners and marketers to utilize the analytical data to attract more visitors and market their brand to a wider audience.

To some extent I think Twitter Analytics will also earn advertiser confidence and would enable Twitter to monetize their platform properly – at the moment Twitter is probably the only venture backed company which does not have a solid┬ámonetization┬ámodel purely because Twitter is usually used through 3rd party apps.

Along with Tweetdeck, Twitter has now got enough in its arsenal to push for better advertisement model.

What does Twitter Analytics provide?

Twitter offers two layers of analytics to advertisers, providing in-depth insight into both paid and unpaid activity on Twitter.

Twitter Analytics Dashboards

Twitter Analytics provides three dashboards which display the fundamental metrics of your campaign: impressions, Retweets, clicks, replies, and follows (Promoted Accounts) as they happen.

Timeline Activity Dashboard

Timeline Activity provides an invaluable, all encompassing look at all your activity on Twitter. See how every single one of your Tweets (regular as well as Promoted) is performing in terms of mentions, follows, reach, and more.

Follow Dashboard

You can use the Followers Dashboard to gain valuable insights about your followers. See how you gained your followers over time and their composition by interest, geography, gender, and engagement.