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Is This Twitter’s (Lame) Attempt At Providing Analytics?

Twitter launched two features on Thursday, one of which could be called analytics… sort of.

Announced on the company’s advertising blog, the new features are somewhat of a letdown.

Let’s start with the second feature first.

Twitter now lets self-serve advertisers choose which tweets they want to promote. That’s right, advertisers can now pick exactly which tweet their dollars are spent on. Because they couldn’t before.

Prior to this, Twitter’s advertising team would choose the company’s Promoted Tweets for them, based on which ones were the “newest, most engaging Tweets.”

Allowing advertisers to choose what content is made into an ad is a no-brainer for Twitter, as this is the standard method of digital advertising practically everywhere.

But the first feature that Twitter announced yesterday is a bit more interesting… and more of a letdown.

They’ve launched a graph that lets advertisers track their follower growth over time. Here’s what it looks like:

Please hold your “oooh” and “aaah” until the end of the article.

It’s really not much, and it’s something that Twitter should have had long ago.

Advertisers can now see the growth of their followers over time, and can separate out paid followers – those acquired through Promoted Products – and organic followers.

It’s unclear whether there’s more to it or not, like whether advertisers can zoom in or click for additional data on their followers… but it looks like what you see is what you get.

And, as Twitter so callously points out, “this chart is currently only available in our self-service solution for small business.”

Us regular ol’ Twitter users are still in the dark when it comes to follower growth information, unless we turn to third-party apps. Of course, Twitter would be stepping on a lot of toes (toes that it promised to be kind to) if it did flat-out release an analytics product for all users, but that is what we were promised nearly two years ago.

Do you think Twitter needs to step up its analytics game? Or is it playing smart politics with its developer community by holding back? Let us know your thoughts in the comments below.

(Chalk board graph image via Shutterstock)

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