NEWS14 September 2011

Twitter converts BackType into new analytics tool

Data analytics North America

US— Twitter has launched a new analytics service to help publishers measure the amount of traffic the microblogging site pushes towards their websites.

The development of the Twitter Web Analytics tool comes off the back of the company’s acquisition of social media monitoring firm BackType earlier this year.

BackType’s founder Christopher Golda (pictured) said that web analytics software had not evolved as quickly as online sharing and social signals, but the new offering would help website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter button integrations on their sites.

A “small pilot group” of partners will gain access to the tool initially, Golda said, before it is made available to all website owners over the coming weeks.