There is an old saying If you are not tracking conversions, you are throwing stones in darkness. As long as there is sound on the other side, you are at peace. The moment something goes wrong, you lose all those stones.
Google Analytics is by far one of the best web analytics programs but one shortcoming of Google Analytics is that it is not very good for measuring social traffic received from Facebook, Twitter and other social sites. As the owner of a website, you can’t determine the conversion funnel from social sites, as easily as you can do for organic traffic.
Some questions to ask:
- How many users are hitting the tweet button and then reading another page on my site?
- How much portion of the Twitter traffic is converting at my sales page? Did they used that tweet button or clicked a t.co shortlink on Twitter?
- Which users frequently tweet my posts and dig deeper into the site? How much time are they spending on the site?
- Which Tweet button are they clicking? Are they clicking the one in the top or the one just below the article body?
Google Analytics can answer a few, if not all of these questions. But if there were an in house Twitter analytics program for web publishers, that would have been great. Nearly every other site has embedded that Tweet button, so only Twitter can understand how users engage with millions of links shared on Twitter every single day.
The good news for website owners is that Twitter is debuting Twitter Analytics a new set of tools which will help you measure the traffic received from Twitter.com and measure the effectiveness of your Tweet Button integration.
Twitter announced the launch of its Analytics program at TechCrunch Disrupt today, clearly focusing on measuring the sharing attributes of users across different platforms. Twitter gets a massive amount of Share loveevery single day and wants to help website publishers better understand and engage with their audience. Twitter Web Analytics will be rolled out this week to a small pilot group of partners, and will be made available to all website owners within the next few weeks
Using the new Twitter analytics suite, you would be able to track quite a good number of important metrics. Click through rates of t.co short links that point back to your site, tweets that were sent from the tweet button on your site, tweet from an incoming link, weekly an daily statistics are some common examples. In addition, you would be able to retweet and respond to tweets, directly within your Twitter analytics dashboard. The analytics program will also let you track any number of domains or subdomains and not just a single site of yours.
Twitter acquired social analytics startup BackType in July before acquiring TweetDeck, another popular desktop application for Twitter. So it appears that introducing an in house analytics suite was part of the plan.
Did I mentioned that Twitter’s analytics suite will be completely free?