Twitter Rolling Out Analytics Service

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In the wake of website owners continuing to question the value of social microblogging site Twitter, at an industry conference today, the company announced an analytics service for publishers.

At the TechCrunch Disrupt conference Tuesday, Twitter’s Director of Web Business Development April Underwood revealed the launch of Twitter Web Analytics, “a service that makes use of technology the company got in its July acquisition of Backtype,” CNET reported.

In an official Twitter Developers blog post Sept. 13, Christopher Golda explained that users haven’t been able to “accurately” measure traffic because Twitter’s tools didn’t evolve as quickly as online sharing has.

“…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,” wrote Golda.

The new analytics dashboard is focused on websites, not just individual stories, reported CNET – making it easier for website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites, according to company officials.

The dashboard, Golda explained, will provide website owners with three main benefits giving them the ability to: understand how much website content is being shared across the Twitter network; see the amount of traffic Twitter sends to their site; and will measure the effectiveness of websites’ Tweet Button integration.

According to CNET, Underwood said that “Twitter's new link wrapper, “t.co,” is driving 100 million clicks a day to Web sites, and this product will help publishers understand and take advantage of that traffic, adding that an API into this data will be made available so that other analytics companies can “make use of the click data at really high fidelity.”

Twitter Web Analytics will be rolled out this week to a small pilot group of partners, according to Twitter, and will be made available to all website owners within the next few weeks.

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Erin Harrison is Executive Editor, Strategic Initiatives, for TMC, where she oversees the company's strategic editorial initiatives, including the launch of several new print and online initiatives. She plays an active role in the print publications and TechZone360, covering IP communications, information technology and other related topics. To read more of Erin's articles, please visit her columnist page.

Edited by Tammy Wolf

Executive Editor, Strategic Initiatives

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