Pinterest Gone Wild – Pinterest Introduces Free Analytics Tool From Business Accounts – Marketers Rejoice

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Pinterest Is Growing Wildly And Catering To Businesses

Pinterest launched a new analytics tool back in November 2012.  I’ve recently discovered it and it is fantastic.  Pinterest is one of the fastest growing presences on the Internet, and they are embracing businesses.  This is wonderful, because social media is great for being social, but it is also a staple of businesses already, and that trend is going to continue as the landscape of business and in fact our culture changes rapidly.

You remember a few months back when Pinterest changed the landscape by introducing business accounts?

Now, Pinterest is taking it one step further by introducing an analytics tool for those accounts!

Pretty pictures and data … I think this might be a marketing bonanza!

Here’s what Pinterest’s analytics tool looks like, and how to use it!

Who Can Use Pinterest Analytics, and Where the Heck Do I Find It?

Pinterest’s analytics tool is totally and completely free of charge but you must have a business account.  This is not a problem as it is a simple matter to switch your existing personal account, or start fresh with a business account.

To find the analytics tool, log in to your account and go to the top right corner of your screen where the drop-down menu is located. If you haven’t switched to the “new look” yet– you’ll know you haven’t yet if there’s a prompt in your drop-down menu that says “Switch to the New Look”– go ahead and click that.

The ‘New Look’ won’t mess up your world, and you can quickly switch back if you feel you must.

Now that you have the new look, you’ll be able to get access to your verified account’s analytics. Pinterest analytics!

Marketers Rejoice!

Previously, marketers using Pinterest have had to pay third-party providers to get analytics on their Pinterest marketing up until this point. Now, those third-party providers are still providing way more robust analytics than Pinterest’s free tool, and the Pinterest API is still closed according to AdAge, so developers can’t start building applications to take advantage of the data. This is a promising first step, to be sure.

It also paves the way for an ad platform appearing on Pinterest. If I was a betting woman, I ‘d say stay tuned for a Pinterest ad platform in the near future.

Finally, Pinterest’s analytics tool is just going to make marketers’ content and social strategies even stronger. When you have data to back up the choices you’re making and inform future decisions, you’re empowered to eliminate a lot of the guesswork that comes with social media marketing, and make content choices that have a proven track record of success.

Ecommerce marketers could use this information to figure out which products they’re pinning drive transactions– it could even help inform what products they stock. In fact, it might interest marketers to know that Pinterest buyers spend more money, more often, and on more items than any of the other top five social media sites, according to comScore.

You might not even be interested in transactions … maybe you’re debating the merits of Pinterest entirely. With these metrics, you might uncover a secret Pinterest superpower you didn’t even know about. Perhaps unknowingly, Pinterest has been really fantastic at branding. With impressions as a metric, it’s much easier to attribute that often immeasurable branding “boost” to your rocking Pinterest account.

Marketers could even glean which days of the week are best for pinning certain content– for instance, are B2B marketers seeing their infographics fall flat on weekends? Now, you have the data to know for sure.

Of all, Pinterest’s analytics tool is totally and completely free of charge. Pinterest analytics! Previously, marketers using Pinterest have had to pay third-party providers to get analytics on their Pinterest marketing up until this point. Now, those third-party providers are still providing way more robust analytics than Pinterest’s free tool, and the Pinterest API is still closed according to AdAge, so developers can’t start building applications to take advantage of the data. With impressions as a metric, it’s much easier to attribute that often immeasurable branding “boost” to your rocking Pinterest account.