Twitter’s Conversion Tracking Tool Globally Available

Twitter announced today that its conversion tracking tool, previously only available in private beta, is now accessible to analyze promoted tweets across the twitter landscape. It’s the latest tool that the microblogging network has added to its analytics arsenal, and it works, essentially, by tracking how many users click on purchase links offered in promoted tweets. This number is then compared to the set of users who have viewed or engaged with any promoted tweet campaign, for a better idea of how the campaign is doing more broadly. It’s yet another move by Twitter to justify its profitability and existence in the increasingly crowded space of social ad networks.