In July, Twitter Inc (NYSE:TWTR) made available to its advertisers an analytics dashboard that provided the ability to understand who was viewing the media to a degree that would make a traditional media buyer’s head spin. Now this analytical firepower to understand who is viewing tweets – and responding – is available for average users of the micro-blogging site.
Twitter fighting to protect users’ privacy unlike Facebook
Twitter, which is known fighting to protect users from spying and for its open platform that doesn’t censor information as does Facebook Inc (NASDAQ:FB), was excited to announce the new service.
“Absolutely thrilled to open up access to analytics.twitter.com to EVERYONE,” tweeted Twitter front end engineer Ian Chan.
The account is open to everyone… who tweets in English, French, Japanese or Spanish, a recent article in Tech Crunch noted.
If you tweet in Russian, Arabic or Chinese you are apparently out of luck.
Twitter’s dashboard allows you to fully track your tweets
The dashboard enables users to determine not just how many times their tweets are re-tweeted and favorite, but how often they are actually viewed by someone in their newsfeed and how many times someone clicks on an article and views your profile. While determining how many people click on an article can be determined through third party link shortening software, recognizing how many people visit a user profile and how many people actually viewed a tweet is new information.
When Twitter initially launched the dashboard it said users would receive four new pieces of functionality by:
Seeing how Tweets are performing in real time.
Comparing impressions (times a Tweet is viewed by anyone on Twitter web and Android or iOS apps, including logged-out users), total engagements and Retweets month over month.
Using the Tweet details page to see how many Retweets, replies, favorites, follows, link clicks and embedded media clicks each Tweet received.
The ability to export Tweet performance metrics into a CSV file, which includes both organic and promoted data
Twitter estimates that a tweet can reach approximately 30 percent of their follower base during a given week. A blog post said that tweet consistency is a key factor in determining organic reach.