The tool will help brands better understand what Pinterest users are pinning from their sites, the social network says.
Pinterest has launched Pinterest Web Analytics, a tool that allows profiles with verified websites to see what Pinterest users are pinning from their sites and, as a walkthrough video puts it, understand where those pins are going.
That means brands with verified accounts like Honda, McDonald's, and Walmart can see how Pinterest users organize and share their content on the network and learn more about how those users want to incorporate the content into their lives, Pinterest says.
"Bloggers, businesses, and organizations often ask us, 'What are people pinning from my websites?'" Pinterest Software Engineer Tao Tao writes in a blog post announcing the tool. "These website owners help create the content on Pinterest and we wanted to help them understand which pieces of content people find most interesting."
Web Analytics features include how many people have pinned from a brand's site, how many people have seen the pins, and how many people have visited the brand's site from Pinterest.
The Analytics page also has tabs for Most Repinned, Most Clicked, and Most Recent Pins. The blog post says this will give brands a better idea of what's popular.
To access these features, verified Pinterest users simply go to the top right menu and click on Analytics. Pinterest's website verification feature launched in October.
Eligible users will see four graphs that measure pins, repins, impressions, and clicks. Actions are represented in blue and the people who did those actions are in orange. Large blue and orange numbers depict the average daily number of actions or people during a selected date range, the video explains.
Question mark icons provide tips.
What's more, the Most Repinned tab helps site owners see the pins that got repinned the most in any given one-, seven-, or 14-day period. This enables site owners to learn more about spikes on the site metrics tab, the video says.
On the Most Clicked tab, users can click on pins for additional insight such as the board it was pinned to and the original pinner, as well as a feed of what the users who pinned that pin have also pinned.
According to Pinterest, the announcement builds on the set of tools it offers site owners, such as business accounts and Pin It buttons, which make it easier for consumers to pin content from a website or blog.
"Pinterest helps people find things they love and inspires them to act on these things in their everyday lives. Our team thinks a lot about how people find these things and have found that some of the best sources for content are businesses and bloggers," Pinterest writes in an emailed statement. "The introduction of Website Analytics is an initial step toward better connecting businesses and pinners as it helps businesses and content creators focus in on what pins resonate best."
According to the blog post, Pinterest has new tips and case studies on its business site and hopes to add new tools in the coming months.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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