Pinterest Announces Analytics for Business Profiles

March 26th, 2013 by Gabrielle Benedetto

Recently, Pinterest launched its Web Analytics, allowing for businesses with verified accounts to track how many users are pinning from their site, the number of impressions from each pin, and incoming site traffic that is being generated directly from Pinterest.

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Outside of SEO and social media campaigns, many may argue that there is no way to successfully tracking branding and traditional advertising efforts.  Pinterest will argue this as this data now allows businesses to successfully track how users are interacting with their pins, products, and most importantly – how they are most likely to convert.

The launch of Pinterest for Business in late 2012 welcomed businesses to develop professional profiles and the implementation of “pin-it” widgets. Naturally this has been great for businesses across the board! Not only does having a professional Pinterest board increases brand awareness and a brand’s social presence, but also provides another avenue in generating site traffic.

By implementing social sharing widgets on a new product page, allows for users to quickly view a product they are interested in, and repin this great finding to the world of Pinterest.

So, yes we know how great Pinterest is, but what we really need to know is how it can make us money! As a business owner, our job is to create shareable content to promote products, and Pinterest’s job is to push it out. With this tool, we can track exactly how our marketing content is being socially pushed out! Businesses can now track how many pins are being pinned from the site, the impressions generated by each pin, and the number of repins generated by the original pin.  Tracking of clicks and social reach is also available.  Pretty cool we can now track the click through rate (CTR) for a specific product or pin!

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Successfully tracking how customers pin their favorite blouse to a board where all their followings can see it (impression), allowing for new followers to visit your site (traffic), and potentially buy that same blouse (conversion), is a dream come true for e-commerce sites!

From a business perspective this allows us to really understand what our target market is interested in.  Tracking which pin is the most successful allows us to analyze specific, engaging content that may lead to a higher conversion rate.

With social media constantly growing and changing, and the need to market businesses on social platforms only increasing, the launch of this new tracking device may even convince other business to get on board with Pinterest.

Now, how much longer until we see ads on Pinterest?