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.
Twitter took a big step forward last March with its self-service ad platform that was designed for personal branding and social media marketing. And a year later, after much feedback, Twitter is ending its invite-only service and opening ad-buying up to all U.S. users. This means that anybody can now sign up and buy promoted Tweets of their own, with all the same sorts of analytics and marketing tools provided that the big advertisers and campaigns get with their promoted tweets. This doesn’t mean that you’ll see more ads on the social media service per se, but you might start to see some more unexpected promoted tweets pop up as users begin to experiment with the ad-buying service for their own individual projects.
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A lot went down in the Twitter universe last week. Letâ€™s begin this week with a look back at the week that â€˜twas.
Few companies are more conspicuous in their lack of major revenue streams than Twitter. The company took a new step toward rectifying this position by unveiling its new advertising platform that relies on Promoted Tweets. Launched as a pilot program with a few select advertisers, the platform will eventually insert paid Tweets in the stream of Twitter search results. Promoted Tweets will be graded based on a â€œresonanceâ€ score. Resonance will help determine how long any of these sponsored Tweets stay active in the ecosystem. During a week in which Ning announced that it was moving away from free to paid service, itâ€™s encouraging to see that Twitter is finding tools that build toward fiscal security. Unfortunately, theyâ€™re going to need a few more solutions in order to truly solve the revenue questions. Continue reading “Three things that made Twitter’s week”