Twitter opens up its analytics to the public… sorta

This is interesting. It seems that Twitter has quietly opened up its analytics metrics so it can give users a better understanding of their tweet reach, reports The Next Web.

The change was first noticed by @bdconf yesterday who logged into the Ads dashboard (also available through analytics.twitter.com) and saw a page designed to help you get started advertising on the site. Users are also encouraged to click on “analytics” in the top menu bar, which then gives people an overview of their twittersphere with things like follower locations, who else they follow, your follower gender and how many people clicked on each of your recent tweets.

The analytics section is quite comprehensive and gives users a good understand of how their tweets do and who they are talking to. This new development is a good for users and brands to check their actual reach and engagement on Twitter sans the hassle of having to sign up for a third-party product. Providing such information makes using and advertising on the platform much more lucrative to brands.

As the folks at TNW so perfectly pointed out, Twitter seems to be getting the hang of making money. The announcement from WPP earlier this month of a “global strategic partnership” combined with this new revelation “means more effective campaigns for its clients and more exposure for the Twitter platform”. According to the terms of the deal WPP will now be able to combine its own analytics, “targeting and creative capabilities with those offered by Twitter”.

Currently it seems that while this feature is available to users outside the United States, all tweets are marked in Pacific Time and there are problems with measuring clicks and followers for users outside the country. Twitter has yet to say anything about the analytics option.