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Twitter's new analytic tools will track its effectiveness

September 14, 2011 |  5:46 pm

Twitter web analytics

Twitter Inc. will soon release new analytic tools that the San Francisco company says will help website owners track just how much traffic they're getting from the social network.

"Twitter is a powerful platform for websites to share their content and drive traffic and engagement," said Christopher Golda, a member of Twitter's product team in a post on the company's developer blog. "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."

The new analytic tools -- called Twitter Web Analytics -- are an effort to solve that problem, Golda said.

Golda landed at Twitter after the company purchased his start-up, BackType, in July. Not surprisingly, BackType was a company that built analytic tools for companies looking to figure out whether what they're doing with social media is effective.

The Twitter Web Analytics tools will roll out to a "small pilot group of partners" this week and later to all website owners, social media coordinators and other who would like to track such data, he said.

"We're also committed to releasing a Twitter Web Analytics API for developers interested in incorporating Twitter data in their products," Golda said, not revealing when such developer tools might arrive.

Twitter Web Analytics will be tools that help users "understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites," he said, noting that the tools will track how "your website content is being shared across the Twitter network" and "measure the effectiveness of your Tweet Button integration."


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-- Nathan Olivarez-Giles

Image: A screen shot of Twitter Web Analytics tools. Credit: Twitter Inc.