Twitter’s updated analytics dashboard offers broader engagement data

Previously, the social media site’s analytics focused on retweets and favorites. Now, the tool offers information about clicks on the tweet itself and on the user’s profile.

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Late last week, the social media site unveiled a suite of analytics tools to give verified users and advertisers more data by which to measure the effectiveness of their tweets. Retweets, favorites, and total impressions are still in the mix, of course, but new metrics include the number of times people click on a tweet to expand it, the number of clicks on a tweet’s embedded photo or video, the number of clicks on a link, and hashtag clicks.

“If you receive follows or profile views from a particular Tweet, you’ll see that, too,” Analytics Product Manager Buster Benson wrote in Twitter’s blog post about the changes.

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