Twitter Adds Cards Analytics to Brands Courtship Arsenal

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.

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.