Twitter Web Analytics unveiled

Companies will now be able to track their Twitter efforts thanks to the addition of analytics announced yesterday by the micro-blogging service.

The announcement builds on the technology gained in the BackType acquisition from July, as the social site looks to appeal to the enterprise segment.

Using the analytics tool, companies can look at how their website content is being shared across the Twitter network and view the amount of traffic Twitter sends to their site. They can also measure the effectiveness of the Tweet Button integration on their websites.

"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," said Twitter developer Christopher Golda, in a blog post.

"Today we're announcing Twitter Web Analytics, a tool that helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites."

Twitter Web Analytics will be rolled out this week to a small group of partners. Others will be able to enjoy the service in a few weeks, Golda said.

Earlier this month, Twitter passed the 100 million user milestone.

Twitter analytics

Tom Brewster

Tom Brewster is currently an associate editor at Forbes and an award-winning journalist who covers cyber security, surveillance, and privacy. Starting his career at ITPro as a staff writer and working up to a senior staff writer role, Tom has been covering the tech industry for more than ten years and is considered one of the leading journalists in his specialism.

He is a proud alum of the University of Sheffield where he secured an undergraduate degree in English Literature before undertaking a certification from General Assembly in web development.