Twitter Web Analytics announced at TechCrunch Disrupt
Social media company Twitter has unveiled a suite of analytical tools at this year's TechCrunch Disrupt conference in San Francisco.
The new Twitter Web Analytics will allow brands to track user traffic and content sharing on the microblogging site for the first time.
Christopher Golda, co-founder of BackType – the company responsible for developing the technology behind Web Analytics – who now works for Twitter on this project, used the social network's official blog to update users.
He said: "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."
The new analytical tool is set to correct this imbalance in three ways – measuring the amount of traffic Twitter sends to a company's website, information on how the content from websites is shared by users and by what degree, as well as the capability to measure how effectively tweet buttons integrate with websites.
For select users, the new web analytics for Twitter will be rolled out this week, with the public launch to follow a few weeks later.
Developers are also being encouraged to use the service with Twitter unveiling an API, which would allow data taken from Web Analytics to be incorporated into private product lines.
However, far from talking up the social media marketing potential that is now possible with this new technology, Golda said the launch was really about playing a game of catch-up.
"Web analytics software hasn’t evolved as quickly as online sharing and social signals," asserted Golda, while separately describing the software development as "a tool that helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites".
It is too early to comment on the effect Twitter Web Analytics will have for brands wanting to integrate their sites with social networks, however, it is expected to dramatically change the way content is shared – especially when combined with its Promoted Tweets media platform.