Dive Brief:

• Twitter has upgraded its Ads Manager platform's measurement capabilities, Marketing Land reports.
• The major new features in the upgrade are custom filters, which allow marketers to select which campaigns to display through a number of filters, and custom metrics, which allow marketers to choose which metrics they want to view. 
• The new features will be rolling out worldwide over the next few months.

Dive Insight:

Twitter aims to make marketers' live easier by enabling greater flexibility and customization in campaign reporting. As data management becomes increasingly important for marketers, platforms like Twitter can help enable marketers through bolstering their measurement capabilities. 

“This new tool provides a central workspace to plan, manage, and report on campaigns," Christine Lee, senior product manager for revenue at Twitter, wrote in a blog post. "Now you can easily view and optimize performance at multiple levels – campaigns, ad groups, or promoted Tweets and other ads.”

The new features are one positive step from the micro-blogging social media company, which has seen poor results this year as it attempts a turnaround. While Twitter is positioning itself for success with a series of live streaming video deals, its latest earnings report missed revenue targets and caused its stock price to fall by double digits. Only time will tell if Twitter can reach new users and grow its ad revenue, the company's two greatest challenges.