Pinterest rolls out analytics to reel brands in

A couple of months ago, Pinterest said it would slowly start rolling out an fresh take on its analytics tool. It looks like that’s now happening.

The updated tool gives more detailed analytics than its previous version, like what pins are getting re-pinned and how individual pins and boards are performing. Pinterest Analytics is just for Pinterest users with a business account — a feature the company rolled out a little more than a year and a half ago.

Wherever there are users there are businesses that want to market to them. Pinterest is a platform that more or less lets consumers market products to each other, making it a prime location for retailers and brands to interact with consumers. But in order for a business to get involved with a platform, it has to know how that platform can help it make sales. Getting insight on individual pins and also broad data on what kinds of pins do well will allow companies to engage better with their audience, hopefully leading to sales down the road.

In addition to metrics on pin engagement, the new analytics tool will give companies information about the types of people that interact with a company’s pinboard, outlining their likes and hobbies.

But these are relatively small updates. Ultimately, Pinterest knows the more a company can see how users are engaging with its pinboards and pins, the more likely it is to use some of Pinterest’s other business products, like Promoted Pins, to drive sales.

In June, the company announced Pinterest Analytics and Do-It-Yourself Promoted Pins, a cost-per-click service that allows companies to buy promoted pins. So far, only Pinterest Analytics has rolled out.