Twitter Launches Web Analytics Tool, Change Its Advertising Policy

Twitter has allowed brands to insert ads into the timelines of non-followers to increase advertiser reach. With this step, Twitter is developing the Promoted Tweets platform, which was launched in 2010 but until now has restricted each advertiser’s potential reach to consumers who have followed the brand.

According to report from Popsop, the restriction was a reason for a low revenue growth. But now advertisers will be able to target users who Twitter decides have matching interests to their existing followers.

“Of this group, we will only show Promoted Tweets to people from advertisers relevant to their interests,” a Twitter representative said in a statement. “We are carefully measuring how users respond to and engage with these Tweets; based on this response, we will roll this capability out to a wider audience in the coming months.”

The first advertisers to try the new platform are MovieTickets.com, Disney, Yahoo, Lionsgate, and AMC Theaters. Non-media brands include American Express, Sephora, and Red Bull.

Another highlight presented also yesterday is Twitter Web Analytics, a new tool aimed to help clarify the information on content distribution for website owners relying on the information network, says Clicz. Twitter launched the Web Analytics tool powered by BackType, its social analytics company, to give website owners more data on the effectiveness of their Twitter integrations. With help of new tool users will be able to understand how much of their content is being shared on Twitter, how much traffic Twitter is sending their way and how well Tweet Buttons are performing.

In August, Twitter rolled out another users attracting feature called User Galleries. Late last week Twitter announced it has crossed 100 million monthly active users around the world, who collectively author and/or retweet 230 million messages a day.