Twitter to Add Web Analytics

Today, Twitter announced a new analytics tool that will help Website owners keep track of referral traffic from Twitter. The company made the announcement at the TechCrunch Disrupt conference in San Fransisco.

Twitter’s Christopher Golda wrote on his blog, “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.”

The new tool is a service that makes use of the technology that came with Twitter’s recently acquired social media analytics platform, BlackType.

The service is being released to a small pilot group of partners for testing and will be expanded to all Website owners in the next few weeks. The company will also be releasing an analytics API for developers.

Golda said the new tool offered three key benefits to Website owners:
• Understand how much your website content is being shared across the Twitter network
• See the amount of traffic Twitter sends to your site
• Measure the effectiveness of your Tweet Button integration

You might have also noticed that URLs shared on are shortened using Twitter’s shortening tool. In addition to just shortening the link, also “wraps” the link with tags that allow analytics software such as Google Analytics, to track that the link is coming from Twitter, something that previously was difficult to achieve.