If Twitter's early announcement is any indication, its Web Analytics will be as integral to a website owner as Google Analytics currently is. Up until now, one of the greatest complaints about Twitter is that it isn't trackable enough, beyond showing you the raw numbers coming to your site.
Twitter Web Analytics changes everything. Online marketers will be able to quell clients' fears that the numbers are coming from bot accounts, since they'll be able to show them exactly who is tweeting what and when.
One of the greatest effects of Twitter Web Analytics will be that it will silence detractors of Twitter. Once businesses have greater oversight of exactly how traffic is moving to their websites via Twitter, they will likely invest more resources in using the service. Up until now, Twitter has been putting the egg before the chicken in only offering Twitter Analytics to advertisers, and even then only on how their advertising programs were working. Now that businesses can see what Twitter can do for them, they're likely to get quite a few more advertisers into the pipe.
Angela West dreams of opening a Fallout-themed pub featuring wait staff with Pip-Boys. She's written for big insurance companies, small wildlife control businesses, gourmet food chains, and more. Follow her on Twitter at @angelawest.