Dive Brief: 

• Twitter announced Wednesday the global availability of its conversion tracking tool for Promoted Tweets. 
• The long-awaited feature offers advertisers the ability to monitor impressions and engagements of Promoted Tweets. 
• The tool, which has been in beta for a few months, monitors clicks, expansions, retweets, replies, favorites and follows. 

Dive Insight: 

The conversion tracking tool is part of Twitter's ongoing reveal of new features and products for advertisers in recent months. The recent IPO is largely responsible for the improvements, but regardless of the motive, Twitter is certainly becoming a more robust advertising tool.