Twitter is releasing a powerful new suite of analytics tools that give its advertisers the ability to look deeply into the performance of all tweets, including those they don't pay to promote.
The tools, which went live earlier today on analytics.twitter.com, give advertisers the ability to see the number of impressions, clicks, expands, retweets and profile clicks each of their tweets generated. Even more intriguing, Twitter will now show advertisers how many new followers they earned as a direct result of each tweet.
"For the first time, advertisers will be able to see how many times users have viewed and engaged with organic tweets, so that they can more effectively optimize their content strategy," Twitter Product Manager Buster Benson wrote in a blog post. "The tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world."
Here's a quick look into the product. The screenshot below shows a list of recent tweets, with impression counts, number of engagements and engagement rate listed next to each tweet:
A click on the numbers brings up a new screen with the engagements broken down by category:
Such functionality is expected to spark more stickiness among power users. It's already causing some of the Twitter faithful to rejoice: