Rumors started to circulate late last night, as Reuters published an article suggesting that Pinterest might introduce a website analytics tool for verified Pages in the near future. The digital pinboard network made the official announcement earlier this morning, stating in a blog post that Pinterest Web Analytics will give site owners insight into how many users engage their websites and then pin content to their personal boards.
Brands with verified websites will see information about how many followers have pinned content from their web pages, how many impressions these posts generated and how many people navigated from Pinterest to their sites because of these pins. Pinterest’s content analytics offering will also show social media marketing professionals a selection of their most-repinned content, media with the highest clickthrough rates and recent pins. These data points should give Page managers a clearer idea of what content drives engagement on their accounts and will help tailor future pins for maximum reach.
To become eligible for the new-look analytics tool, follow these tips as outlined by Tao Tao, software engineer at Pinterest:
- Request early access to Pinterest’s redesigned interface.
- Verify your website on Pinterest.
- Navigate to the top right menu and click on Analytics.
- Explore your data and see where you’ve won premium leads and where improvements can still be made.
Businesses with active Pinterest marketing campaigns will now have a greater overall view of their strategies, and how effective pins have been in driving engagement. Brands must evaluate impressions and clickthrough rates to understand what media piques their audiences’ attention, and focus on generating more Likeable content for future success.