Twitter has quietly opened up its analytics platform for general use. This was first reported by The Next Web and it seems that anyone can sign up to see and measure how their tweets are doing. The analytics can be accessed by going to the Twitter Ad dashboard and clicking on the analytics tab.
The timeline activity section in analytics shows a graph of how your tweets have been doing over a period of time. You have a list of recent tweets and the corresponding favs, mentions and retweets that they have received. Twitter tracks this data using the built-in t.co links. This also enables Twitter to show you how many times the link your tweet has been clicked. The mechanism is the same as bit.ly but may be more accurate because this is Twitter’s own analytics. You can also download a CSV file of the data for reference.
When I checked it out, it first asked me to set up a campaign. If you don’t want to set up a campaign, you can go to billing history in the dropdown on the top right hand side of the page and click on ‘switch to advanced’. The analytics tab should now show up.
Earlier general users could only access analytics and performance of their tweets by using third-party analytical tools and clients but now Twitter is ready to serve analytics on its platforms itself. This reflects the change that Twitter has been going through since last year when it began curtailing third party services and restricting some API aspects, purportedly to protect and strengthen its own brand, in addition to increasing its revenue. The social network has been making a good amount of revenue since those changes took place. It has also forged partnerships with media heavyweights like WPP is likely to make many more partnerships in order to increase its revenues.
Website | Twitter Analytics
Image and Story tip via | The Next Web