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Twitter Adds Cards Analytics to Brands Courtship Arsenal

  |  January 24, 2014   |  Comments

In a move that furthers its courtship of brands, Twitter is rolling out Analytics for Twitter Cards, which give insight on performance and optimization.

Twitter is furthering its courtship of brands by rolling out its Analytics for Twitter Cards.

It's All About Optimization

Twitter Cards allow brands to enrich the content of their tweets in order to be more visible to a broader audience. Analytics for Twitter Cards gives insights for brands in two different directions: past and future, past for performance and future for optimization.

tw-cards-analytics

Looking Back

The Twitter Cards Analytics dashboard gives feedback on how tweets have behaved -- including impressions, engagement, best performance times, who are the influencers interacting with it, which are the apps and devices where engagement originated from, etc. This also includes the performance of links included in a tweet.

Looking Forward

Using the patterns and information gathered, Twitter Cards Analytics will also give suggestions on how to improve a Twitter Card's performance. Among other things, it may recommend that a brand tweaks the type of card it's using for a specific type of content or that it modifies its meta tags, etc.

See how it works:

As a reminder, Twitter also offers specific Lead Generation Cards as part of its products designed for brands. You can refer to our previous article, "How to Win with Twitter Lead Gen Cards," for basics on those. Lead Gen Cards are a subset of Twitter Cards, meaning that the Analytics Dashboard will also apply to Lead Gen Cards.

For more details on Twitter Cards Analytics, the company's developers blog gives a more in-depth explanation than the general blog post announcing the news, if you'd like to dig in. 

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ABOUT THE AUTHOR

Liva Judic

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat 

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