Social media darling, Pinterest.com, is one of the fastest-growing consumer web properties on the market. With a jaw-dropping user base of 48.7 million, its status as a digital force to be reckoned with is clear. Until now, however, the precise value it offers businesses has been decidedly less black and white.
Enter the Pinterest Web Analytics Tool. Released on Tuesday, the free platform shows business owners how people are interacting with Pins originating from their website, and thus how Pinterest is driving measurable value for them. Metrics include how many people have pinned from their site, the reach of those pins across Pinterest, and the traffic referred to their site from Pinterest.
According to Pinterest Web Analytics, product manager, Cat Lee, “The goal is really to help websites understand what content is resonating with people on Pinterest. For example, if you have a travel blog, you’ll be able to see whether people are pinning your ski vacation posts or beach vacation posts more.”
The tool appears to be the company’s next step towards monetization, adding onto the Business Accounts and Tools released last year. By providing the means to analyze performance, it is laying the foundation for successful advertising down the road and potentially promoted pins in the vein of Facebook and Twitter.
While more extensive third-party Pinterest analytics platforms exist, the fact that this tool is free will likely encourage organizations who haven’t yet explored their site’s Pinterest engagement to take a closer look. To get started with the tool, companies with Pinterest profiles must request access to Pinterest’s new look and then verify site ownership.
Will this influx of data make you more likely to factor Pinterest into your marketing campaigns? Let us know in the comments below!