Pinterest Pitches Analytics to Brands

Social player takes its site metrics directly to marketers

Pinterest has unveiled a stats dashboard designed to help brands understand what kind of consumer reach and interactions they're achieving on the social-pinning platform. 

The free tools can show such players how many impressions, clicks, repins (equivalent to a retweet or share in Twitter and Facebook terms) and likes they're compiling. Offered in 31 languages, the dashboard allows them to view how paid pins perform versus organic ones. In addition, it can be employed to learn if Pinterest's Pin It button is effective on a company's own website.

Pinterest project manager Jason Costa was clear in a blog post that his company has big marketers in mind with the new suite of metrics, calling out a recent Lowe's campaign as well as an effort by U.K.-based retailer Juniper's Cakery. The data sets were also constructed to enable brands to learn about their followers' interests, he said.

"Explore new metrics about the people who engage with your business and what else they’re into," Costa wrote. "See your audience’s most common interests and what other businesses they follow, then tailor what Pins you add based on that."

His company has offered a Web analytics product for some time that helps marketers understand how Pins on their business sites perform. And in May, it began allowing third-party vendors to offer data to businesses, but this is the first time the digital company has offered a slew of metrics directly to marketers.

And the analytics endeavor marks the latest move by a San Francisco-based Pinterest that's ramping up its services for marketers. Last month, it hired Unilever marketing exec David Rubin as head of brand development and, in a separate event, made it easier for consumers to follow ecommerce brands.