Twitter has unveiled an analytics dashboard where paid-for Twitter Cards campaigns, as well as regular tweets and follower data, can be seen in one place.
The analytics platform will enable publishers, brands and other advertisers to test different variants for Twitter Cards campaigns, like changing the location of a tweet button or the time it goes live, and couple this with follower data to measure success. They can also establish how effective regular Twitter updates are compared to paid campaigns.
A range of Twitter Cards, giving advertisers the ability to expand the content of tweets and deep link to videos, pictures and apps, were introduced last year. Cards have been tested by partners including BuzzFeed, ESPN, Flipboard, Etsy and Path.
Twitter is expected to go live with a third-party ad network, not unlike the one Facebook announced on Thursday, in the coming months.
Existing advertisers will get access to the dashboard over the next few days, signing in at analytics.twitter.com or ads.twitter.com.