Twitter to offer new web analytics facility

Social media behemoth, Twitter, has launched a new web analytics function designed to help website owners track the direct impact Twitter has on the numbers visiting their particular site, and to assess the role Twitter users play in publicising their site.

The new web analytics tool is claimed by Twitter to be the first opportunity that website owners have thus far had available for monitoring the effectiveness of Twitter in any real depth.

According to Twitter, the new analytics tool with perform three functions.

Firstly, it will provide data on the extent to which a website’s content is being shared among Twitter users.

Secondly, it will monitor the number of visitors being directed to the website via Twitter.

Thirdly, the new analytics tool will examine how successful the website’s ‘Tweet Button’ is in encouraging visitors to pass on information about the site over the Twitter network.

Twitter says it has been able to develop the new tool as a result of its acquisition earlier this year of market analysis company, Black Type. In particular it has gained from being able to access the latter’s ‘BackTweets ‘, a service which can provide feedback to corporate Twitter users on the effectiveness of their messaging on the Twitter site; and has also benefited from being able to use Back Type’s real-time processing tool, known as ‘Storm’.

The new analytics tool is expected to be made available to all website owners within the space of a few weeks.