Twitter has long been looking for ways to monetize its micro-blogging platform, something it has been managing to do with Promoted Tweets and such like.
Now, it seems that Twitter has been taking on board feedback from its paying public (the advertisers), and has introduced some significant new updates around campaign reporting, analytics and so on in its Ads center.
This update follows almost a month after Twitter launched its Ads API to give companies more ad control, launching initially with five partners – Adobe, Hootsuite, Salesforce, SHIFT and TBG Digital, and ties in neatly with today’s launch.
“A major focus of ours is improving campaign analytics,” says Christopher Golda, Product Manager, Revenue at Twitter. “With this in mind, we are now reporting all engagements that Promoted Tweets receive – not just engagements that advertisers pay for, but earned media as well.”
This change is designed to give marketers a more holistic insight into the impact Promoted Tweets have in terms of driving engagement.
“This visibility helps advertisers manage and optimize existing campaigns more effectively,” says Golda. “For example, if a brand sees strong engagement on a specific device type, they can target just that device or make edits to other campaigns to maximize performance directly from their analytics dashboard.”
Reports on earned media will also now provide insights around secondary interests a user may have, in addition to the primary ones an advertiser may have initially focused on. And advertisers will now have more granular breakdowns in terms of campaign-reporting, with device, location, gender and interest all now key metrics in Promoted Tweet and Promoted Account campaigns.
In Twitter’s early years, it was always more focused on driving its user-base, adopting a “we’ll worry about the money later” ethos whenever asked how it would attract revenue. In recent years, it’s had to tackle the issue head-on, with investors to appease. And by giving advertisers more information around who’s actually using Twitter, this will help firms justify any subsequent spend they make with the micro-blogging platform.