Twitter overhauls ad platform to improve analytics

Twitter has revamped its advertising platform to give advertisers a more complete picture of how its users are engaging with their brand and make it easier to manage campaigns in real-time.


The overhaul was announced yesterday (March 13) with Twitter now claiming that improving campaign analytics for brands is its major area of focus.
For instance, the platform now provides advertisers more granular information on how users interact with their Promoted Tweets, giving them a more complete view of both their paid-for and earned media.

Christopher Golda, Twitter product manager, revenue, says: “Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns – by device, location, gender and interest.”

Golda also says the updates will help advertisers alter their existing campaigns to improve engagement with specific audiences directly from their analytics dashboard (see image). For example, if a brand sees strong engagement on a specific device type, they can target just that device or edit other campaign elements to improve its overall performance.


“Similarly, we now report on earned media to provide insight into secondary interests beyond those that an advertiser has targeted. As a result, we help advertisers unearth learnings about their most engaged audiences,” he adds.  

Twitter has taken a number of measures recently to improve its use as a marketing platform as it is rumoured to head for an initial public offering next year, with industry observers claiming such a deal would be worth $11bn.

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