Twitter has just acquired social analytics startup BackType. Financial terms of the deal were not disclosed.
BackType’s analytics dashboard aims to help brands and agencies understand the business impact of social media in order to make more intelligent marketing decisions. For example, the company’s product BackTweets helps publishers understand the reach of their Tweets and content, who they are reaching, and how Tweets covert to web traffic, sales and other KPIs. The company assists more than 100 companies with their social media analytics, from The New York Times and Edelman to startups like Bitly, HubSpot, Hunch and SlideShare.
BackType will be joining Twitter’s platform team, where they will be developing tools for Twitter’s publisher partners. Along with BackType’s technology, this also seems to be a pretty big talent acquisition for Twitter.
BackType also offers a WordPress plug-in that allowed users integrate relevant comments from social media sites like Twitter and Facebook back to the original post on WordPress.
BackType has raised over $1 million in funding from Y Combinator, True Ventures, K9 Ventures, Freestyle Capital, Lowercase Capital, 500 Startups, Founder Collective, Raymond Tonsing, and others.
The company says that its BackTweets product will be offered to current users for free. But the company will no longer accept new registrations for BackTweets, and eventually the BackType product and API services will be discontinued.