Free Pinterest Web Analytics tool released to assist marketers
Pinterest is now using your pins and providing data to brands courtesy of its new analytics tool, Pinterest Web Analytics.
In November, the social scrapbooking site started encouraging businesses to open their own accounts and create boards so users can re-pin their products. The Pinterest analytics tool, already available, takes that a step further, with websites allowed to see which products are being most re-pinned, and the amount of web traffic generated from Pinterest.
Following a similar format to that of Google Analytics – Pinterest Web Analytics’ unique sell is that it does not concentrate so much on the person, but relays information to the brands, about how they’re being discovered, and which images appeal to users.
Other companies such as Pinfluencer and Pinalyzer have been providing brands with Pinterest analytics, but many of those companies charge for the data. Pinterest Web Analytics is a free tool.
In December, Pinterest had almost 30 million unique visitors, slightly edging out Instagram, according to comScore. A December Nielsen report also showed Pinterest as the fastest growing social network on both desktops and smartphones, up 1047% and 4225% over the same period in 2011, respectively.
Pinterest is now valued at US$2.5 billion and collects no advertising revenue, so these new tools give an inkling of how the company will leverage its growing user base to make money.