Twitter released an update to its Ads center Wednesday to help advertisers optimize live campaigns and get a more accurate measure of their reach.
Here's what's new, per Christopher Golda, Twitter's product manager of revenue:
1. Improved campaign analytics. Previously, advertisers could only track engagement on Promoted Tweets they paid for. Now they can measure their earned reach as well.
2. More granular breakdowns in campaign targeting. "Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns — by device, location, gender and interest," writes Golda. The aim is to help advertisers tweak campaigns to improve their performance. If an advertiser notices his campaign is performing better in a certain geographic location, he can modify it to target users in that area, for example. An advertiser will be able to see the same data for earned (i.e. non-paid) engagement as well.