Content sharing website Pinterest is expanding what it offers marketers with a new analytics tool that gives businesses insight into how users are engaging with them through pinned and re-pinned content.

Pinterest Web Analytics

According to a blog post announcing the service from Tao Tao, a Pinterest Software Engineer, one thing that bloggers, businesses and organizations all seem to want to know is what are people pinning from their websites and how this information can expand their business platform and brand's reach.

Today’s announcement builds on the set of tools we offer for website owners including business accounts, Pin It buttons and board widgets,” he said. "We think that these tools will help website owners understand what’s working for them and what’s not so that they can create even better pins in the future.”

While Pinterest has incorporated other tools, such as HelloInsights to gather analytics data, these are external products and Pinterest Web Analytics is available through the site's platform.

Setting up Pinterest Web Analytics is quite easy. First users have to have their page verified and switch to Pinterest's new look. Under the top right menu, users will then see an Analytics button. After clicking on the button and selecting a time frame, they can see four categories of data: general analytics, most recent, most re-pinned and most clicked. Data that's shown includes the amount of pins and pinners, re-pins, repinners, impressions and a post's reach. Information can also be exported from the dashboard if it needs to be reviewed at a later time.

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Almost a Year Old

Before its August 2012 launch, Pinterest was available in an invitation only format, but since it became public, the website has been expanding beyond its content sharing name to ensure that users have the best social media experience possible. Along with the addition of its own and HelloInsights analytics tools, the company introduced businesses tools, such as widgets and security features like website verification and user blocking.

Overall though, public response of Pinterest has been favorable.

Jill Duffy of PC Magazine found that despite a few minor problems, the site has interesting concepts.

Everything you pin becomes searchable, which may be one of the nicest features,” she said about one of the site’s features. “If you clip a bunch of images for an idea or future brainstorming, it's very useful to be able to search all those visual scraps based on text you entered into the description field.”

Bill Hartzer, when the site was still in its invitation only format, found that Pinterest had marketing potential.

Pinterest definitely has some great possibilities in regards to marketing,” he says. “Since the majority of people who use Pinterest are interested in finding interesting things on the internet and also sharing those little known gems with others, Pinterest is a great place to share your articles, pictures, and videos with a growing population of people who engage with others via social media.”

The Pinterest Web Analytics tool is the first part of a planned expansion of the company's business site as it plans to add more tools and resources in the coming months.