Pinterest on Tuesday said it has overhauled its analytics capabilities with a new, smarter dashboard aimed at providing the site's business users with deeper insights into their customers.
Previously Pinterest offered a basic analytical service that lacked any mobile traffic or demographic data, and left the heavy analytics to third-party companies that it shared its data hose with.
But now, Pinterest is bringing analytics muscle in-house. The revamped tool shows businesses which of their Pins generate the most social activity, impressions, clicks and repins, as well as how much traffic a site gets after embedding the Pin It widget on their websites.
The tool also provides more demographic information about users, letting businesses see their audience's common interests and what other businesses they follow, and then customize future Pins based on that information.
Pinterest product manager Jason Costa wrote in a blog post:
We've gotten lots of great feedback about our analytics tool, and we hope this new version helps you improve how you do business — whether it's updating your product offerings after seeing what's popular on Pinterest, or changing how you pin based on what’s trending with Pinners.
The visual discovery site has become a vital tool for marketers, and the new analytic functions will be useful to the ones looking to optimize their activity on the site and better incorporate it into their overall marketing strategy.
Given that Pinterest is offering the analytics tool for free to its business users, and currently testing promoted pins, it's likely that the budding social media company is trying to show businesses that the potential for customer contact is there, and ultimately setting the stage to bring in more revenue.