Twitter has acquired social analytics company BackType, the company said on July 5.
"We’ll be brining out team and technology to Twitter’s platform team, where our focus will be on developing tools for Twitter’s publishing partners," BackType wrote in a blog post.
BackType’s BackTweets product enables publishers to view how their tweets and content are shared via the social networking site and analyze corresponding key performance indicators, such as website traffic and conversions. BackType customers include Microsoft Corp., AOL, and agencies Razorfish and JWT.
Ryan Sarver, director of platform at Twitter, said in a statement that the BackType team will “focus on creating tools for Twitter’s publisher partners.”
All four BackType employees started as Twitter staffers the same day.