Pinterest Releases Analytics Platform for Businesses

18 Mar

Pinterest introduced a web-based analytics tool last week, allowing site owners to track users’ engagement with their sites on the social network.

The free tool allows site owners to track the number of pinners and pins collecting material from their sites, and the number of repinners and repins those initial pins received. Site owners can also track total impressions and reach on the network, as welll as referral traffic, both in cilcks and unique visitors, sent back to their sites.

The analytics are pretty basic, and don’t pose much (if any) threat to more robust third-party Pinterest analytics systems like Pinfluencer and Curalate, which allow site owners to identify their most engaged and influential pinners, and track the popularity and reach of their own boards and pins. Still, it could prove a powerful motivator to site owners who have never examined their site’s engagement on Pinterest and want to improve it.

Although Pinterest has not yet launched any ad products, the startup is laying a foundation for their arrival, first with the introduction of business accounts and tools late last year, and now with its analytics platform.

In developing its ad strategy, it seems Pinterest took note of Tumblr’s missteps. Advertisers were annoyed when Tumblr began asking for large sums without offering them any analytics tools to measure the effectiveness of their campaigns. Pinterest has been careful to roll out those tools first.


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