Tracking the performance of links shared on Twitter has proved a headache for countless publishers ever since the inception of the platform. When the network recently announced that it would start bundling all links in its t.co format, rumours began flying around about the impending launch of its own analytics platform. And finally, that prediction has borne fruit.
Twitter has just debuted a shiny new in-depth analytics platform at TechCrunch Disrupt, driven by the acquisition of social analytics startup BackType in July. Backtype's founder Christopher Golda said Twitter Web Analytics would help website owners understand how much traffic they were receiving from Twitter, and the effectiveness of Twitter integration on their sites.
"Twitter is a powerful platform for websites to share their content, and drive traffic and engagement. However, people have struggled to accurately measure the amount of traffic Twitter is sending to their websites, in part because web analytics software hasn’t evolved as quickly as online sharing and social signals," he said on the Twitter developers' blog.
The analytics platform will be free to publishers – while it is private for now, it will soon be launched to the public.
Golda said an API would also be released for developers interested in incorporating the data into their products.
According to TechCrunch, the analytics dashboard will show the number of tweets that were sent from the Tweet button on your site, as well as any tweets with an inbound link. Handily, there is also the ability to retweet these tweets or respond to those users directly from the interface.
Other features include top links by day, week and month, the average number of clicks on tweets within certain timeframes and the ability to add more websites and subdomains for tracking.