Pinterest Launches Web Analytics to Track Popular Content
Pinterest today became more measurable to brands and bloggers alike by launching web analytics that shed light on how images shared there resonate with users.
Available to any account that’s gone through the automated verification process on its web site, Pinterest’s new analytics tool lets accounts track how many people have pinned content from their sites, how many people have visited their sites from Pinterest, and how many Pinterest impressions their content has generated. It will also show a selection of the most recent pins captured from their site and the content that’s been re-pinned and clicked on the most within Pinterest.
Marketers are keen to know what content is popular on Pinterest, since it gives them a window into consumers’ ever-changing preferences.
For example, for marketing purposes, a retailer might want to know that red is the most popular color of a particular style of shirt. But in the past, it would have had to work with a startup like Curalate or Pinfluencer that scrapes Pinterest data to get analytical insight into its content’s performance. Pinterest hasn’t yet opened up an API that would allow developers to build applications on top of the service, and harvest the data.