Pinterest Adds Global Analytics Tool In 31 Languages

Pinterest is launching its first global business tool in 31 languages, allowing users to analyze pinning behavior in profiles and boards. The new platform will allow users to search and find specific metrics on profiles, common interests, impressions, highest-performing pins generating social actions, and more.

Jason Costa, Pinterest product manager, explained that this data will offer marketers new insight into how well their publishing strategies are performing, as well as providing them with information to better optimize their campaigns on the website. “We will give them insight into repins and referral traffic; how many users we send their way,” he said.

Costa explained that Pinterest will delve deeper into data on boards that generated the most pins in the past month, thereby allowing marketers to analyze the highest performing pins in search and social shares, clicks and likes. The new tool will also provide data on audience demographics and location, such as city, languages, gender and areas or interest. To ensure the accuracy of this new tool across the board, Pinterest worked with sets of translators to support local users worldwide. One set of translators is responsible for translating the information for a specific language, and a second set of translators is responsible for verifying the accuracy of the translation. As is the case with all websites that are used by marketers, growth is made possible by providing brands with analytics tools to ensure that they are fully aware of which of their campaigns are working best and which should be altered or abandoned entirely.

Users can create a free business account on Pinterest to gain access to the analytics tool, providing them with valuable insights into what consumers like best about their suite of products and services.

Clearly, brands are aware of the power that Pinterest has in generating sales. For example, a pin of a Vineyard Vines’ belt that was no longer being manufactured generated so much traffic back to the brand’s website that the company restarted its manufacturing line based on the amount of pins that it got on Pinterest. Similarly, Lowe’s put together a DIY product strategy for floor mats after providing users with the ability to create them in different colors in a tool on their website. Jason Costa stated that so much buzz was created by this initiative that the company built out a full product line based on Pinterest user behavior.

Last December, Pinterest received a great deal of holiday season buzz from retailers such as Nordstrom, who put signs on retail racks around clothing featured in boards by consumers on Pinterest. This melding of the virtual and actual world is a concept that many brands want to embrace, and the new Pinterest analytics should prove to be a valuable tool in the evolution of marketing.