I don't know how many of you use the twitter analytics dashboard, but it does help show some very useful information, even if you're not an advertiser. It really does help show patterns, and reveals when tweets might be more popular, depending upon your follower base.
For Advertisers, there's much more information available in the analytics refresh, and i'd guess if you're adversing you'll welcome the change.
We’re giving the Tweet activity dashboard a refresh today, with richer data to give you more detailed insights into how your Tweets are performing.
Up until now, using the previous dashboard’s available data, a Tweet’s impact was measured largely by the number of Retweets and favorites it received. That data will still be visible in the new dashboard - available to verified users, Twitter Card publishers and advertisers - along with additional details into the various ways people are engaging with your Tweets and new insight into the reach of your Tweets with impressions data.Twitter Refreshes Tweet Activity Analytics Dashboard [blog.twitter.com]
In addition to the number of impressions, Retweets and favorites your Tweet received, the dashboard gives a breakdown of how people are engaging with it. Just click on the Tweet you’re interested in and it will expand to show you more detail. For Tweets with links, for example, you’ll see link clicks; for Tweets with hashtags, you’ll see hashtag clicks; for Tweets with App Cards, you’ll see how many times people clicked to install your app or open it (if it’s already downloaded). And if you receive follows or profile views from a particular Tweet, you’ll see that too.