Want to know how much traffic your website receives from Twitter? Now that our fine feathered friend offers its own in-house analytics platform, figuring out the exact answer to that question should be a cakewalk. 

Twitter Web Analytics

Once Twitter Web Analytics hits your account, you’ll be able to login and peruse a number of metrics-- including the daily, weekly and monthly number of clicks from any Tweet sent from the site via a Tweet button. 

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Powered by BackType, the platform aims to serve users three main courses:

  • Understand how much your website content is being shared across the Twitter network
  • See the amount of traffic Twitter sends to your site
  • Measure the effectiveness of your Tweet Button integration

"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," wrote Christopher Golda in the official announcement. "We’re also committed to releasing a Twitter Web Analytics API for developers interested in incorporating Twitter data in their products."

The Power House Expands

The release is yet another example of Twitter's mission to become an entirely self-sustaining business ecosystem  via acquisition. The company, which acquired BackType earlier this year, has been big on turning out its pockets for smaller companies in recent times.

"Joining Twitter gives us the opportunity to bring insight to tens of millions of publishers around the world that are using Twitter to communicate and connect with their audience," read the official BackType announcement in July. "We’re also excited to bring our technology (especially Storm) to Twitter where it can have a big impact across the company."

Storm was a distributed and fault-tolerant stream processing system developed by the BackType team, and was once touted as “the Hadoop of real-time processing."

Perks include:

  • Simple programming model: Storm's programming model reportedly dramatically lowers the complexity for doing real-time processing.
  • Runs any programming language: Even though Storm runs on the JVM (and is written in Clojure), you can use any programming language on top of it, including Ruby and Python.
  • Fault-tolerant: Meaning that to launch a processing topology on Storm, all you have to do is provide a jar containing all your code. Storm distributes the jar and assigns workers across the cluster to execute the topology.
  • Horizontally scalable: All computations are done in parallel.

In other words, we probably have more to look forward to from this duo. 

The Third-Party Ecosystem Shrinks

Like most start-up acquisitions, Twitter's purchases have been sudden, rudely awakening the third-party users: "Every time one of these start-ups leaves their customers hanging like this, it makes those customers less likely to trust the next start-up that comes around. If you're shutting down, at least have some other reason than you think it is somehow a once-in-a-lifetime chance to be employed by Twitter," noted one commenter when Twitter acquired AdGrok

But as far as analytics go, Twitter's move is positioned to provide a much better service than what was previously offered. After all, the best analytics always come from the source.