Twitter has launched a revamped Ad Center.
The company is now reporting all engagements that Promoted Tweets receive, both engagements that advertisers pay for, and earned media.
Christopher Golda (Product Manager, Twitter): Based on feedback from our advertisers, we’ve created a revamped experience that improves campaign reporting, provides more visibility into campaign performance, analytics and spend, and also makes it easier to manage campaigns in real time.
Advertisers will get more granular breakdowns in campaign reporting. Advertisers will be able to see how different audience segments engage with Promoted Tweet and Promoted Account campaigns — by device, location, gender and interest.
Twitter will also report on earned media to provide insight into secondary interests beyond those that an advertiser has targeted. Twitter says this will help advertisers unearth learnings about their most engaged audiences, which they can use to refine marketing strategies both on and off of Twitter.
[Image courtesy: Twitter]