Pinterest Launches Web Analytics For Brands

By Cassidy Bohan Yesterday, Pinterest launched a new tool designed for bloggers, businesses, and organizations to gain insight into what people are pinning from their websites. The tool is free, available immediately, and allows users to look at:

  • Daily average number of pins--and the daily average number of people who pin--from your website
  • Daily average number of actions across your website’s pins on Pinterest, and number of people who performed such actions
  • Daily average number of times your pins appeared on Pinterest in the main feed, in search results, or on boards
  • Daily average number of people who saw your pins on Pinterest
  • Daily average number of people who visited your website from Pinterest

In addition to the Site Metrics section, the new analytics page offers sections isolating a brand’s most repinned, clicked, and recent pins during any given time period, so as to display what is resonating most with a brand’s customers. From these sections, brands can also view other content consumers are pinning from across the web. Additional information can be found on the Pinterest for Business hub.

Recommendations

Access the Web Analytics feature by switching to Pinterest’s new look and verifying your website. Initiate the verification process from your brand page settings and complete by uploading the provided HTML verification file to your website server. When your website is verified, users will see a check mark next to your domain in search results, as well as the full website URL and check mark on your profile.

Utilize the Site Metrics section to inform content, determine KPIs, monitor performance, and access trends.

Implications

Changes to Pinterest over the past six months, including business accounts and Pinterest Web Analytics, indicate a clear goal of monetization. In the near future, brands can expect to be able to promote pins and be displayed as a suggested user. Pinterest is making it easier for brands to calculate metrics and ROI, making the platform all the more valuable as part of your social strategy.