Twitter has introduced a new analytics tool that will help businesses understand how well they are engaging with customers on the social media platform, according to a post on the company's blog. The tool also will provide insight into how publishers, developers, and brands can improve their social media messages.
The new feature is specifically for Twitter cards--expanded tweets that allow businesses to include more content, which were introduced to the platform in 2012.
Although Twitter unveiled basic analytics back in June, the company's new tool will give users a more in-depth understanding of the effectiveness of their tweets. Information is displayed in a dashboard that shows impressions, app installations, and URL clicks for individual Twitter Cards. The analytics tool also will measure retweets, favorites, and follows.
Twitter partnered with Time Inc., ESPN, MLB, Flipboard, Etsy, BuzzFeed, Foursquare, NBC News, and Path to test the new analytics tool, according to the blog post.