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TinyURL Adds 'Pass Through' Metrics - Hugely Valuable

I have written before that data around referral traffic could be a business model for both Twitter and Friendfeed. And as Twitter's growth accelerates, I believe this more than when I wrote the article one year ago. In fact, it is the reason that surpassed TinyURL so quickly: data. always provided metrics around clickthroughs - which proves to be a difficult measurement within Google Analytics (battle between referral traffic, direct traffic and the increasing usage of apps like Seesmic).


Tonight I noticed what appears to be a new set of metrics from direct clicks and total clicks (what I am referring to as "pass throughs"). Retweet is a phenomenon on Twitter - but measurement is difficult because most people retweet with their own encoded URLs... consequently muddying the data and only representing a portion of the traffic. It is still incomplete data because it appears that is aggregating data based on the landing URL and it thus only represents activity for URLs... nevertheless, it is valuable for marketers in understanding the virality of shared content.

I still believe that richer analytics are valuable enough for marketers (who represent much of Twitter's activity) to represent a real subscription service... just look at how much businesses and marketers spend on sites like LinkedIn. Perhaps that means that Twitter acquires and expands on the analytics offering; or, perhaps it means that Twitter creates a service internally.