Twitter appears to have pulled the plug on its Analytics service, preventing users from getting detailed information on the reach of their tweets.
Twitter Analytics used to provide detailed breakdowns of users’ Twitter activity, showing details of tweets that earned the most impressions each month, as well as the overall number of monthly impressions, profile visits, mentions and other data. The service was particularly useful for people running accounts on behalf of businesses or brands.
Now, the Twitter Analytics home page isn’t showing any data collection for September or much of August.
A message at the top of the site reads: “We’re working on improvements to analytics.twitter.com. In the meantime, you may see some metrics are missing.”
Some recent information is available if you click the link to download analytics reports. Twitter – now rebranded X, of course – also provides a link to a new beta version of account analytics, but when I clicked that link it simply returned me to my Twitter timeline.
Premium Analytics?
In recent months, Twitter has removed features that were previously free to all customers and made them available only to subscribers of X Premium, previously known as Twitter Blue.
For example, TweetDeck – an ad-free version of Twitter that allowed you to monitor the output of several Twitter accounts simultaneously – is now only available to Premium subscribers. Account ‘verification’ is also only available to those willing to pay, although verification now means nothing more than you’re paying for the service, whereas previously it was reserved for notable personalities or members of accredited media.
It could be that X is planning to reserve the detailed analytics for Premium customers. TweetDeck went through a similar process, where the current version was deprecated, before a new version emerged that was only available to paying subscribers.
The company no longer has media representatives to approach for comment.
Data Deprivation
The removal of Twitter Analytics will make it even harder for companies attempting to monitor their social media output.
Earlier this year, Twitter imposed a new set of API charges that made it harder for third-party apps to track Twitter analytics on customers’ behalf.
X still provides very basic analytics, with the number of reposts, likes and views listed beneath each post.
Read the full article here
