Twitter has launched an analytics tool designed to give website owners greater detail into the volume of traffic they get from the site and how much of their content is being shared across the Twittersphere.
Twitter Web Analytics has been put together with technology acquired when Twitter bought BackType in July.
According to a company blog post: “Twitter is a powerful platform for websites to share content and drive traffic and engagement. However, people have struggled to accurately measure the amount of traffic Twitter is sending to their sites, in part because web analytics software hasn’t evolved as quickly as online sharing and social signals.
“Today we’re announcing Twitter Web Analytics, a tool that helps site owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites.”
The tool is set to be rolled out as a pilot this week to a small group of partners, with general availability in the “next few weeks”, according to the company.
The Twitter team is also looking to build a Twitter Web Analytics API for developers keen to embed Twitter data into their offerings.
Google Analytics already allows site owners to see the amount of traffic coming via Google, and other tools can generate basic stats on Tweet button effectiveness, but it is claimed Twitter Web Analytics will provide more fine-grained detail.
