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Pinterest Continues to Work towards Ad Offerings

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By Savannah McClelland

As Pinterest gears up to develop profitability, it has begun rolling out tools to make marketing easier.

The growing social media maven rolled out an in-site analytics tool on Tuesday, which will allow site owners to track engagement. The tool, which Pinterest is offering for free, gives the ability to track the number of pinners collecting material from sites. Site owners can also track impressions and reach, as well as keeping account of how much referral traffic, both in clicks and unique visitors, is referred to their sites.

Third party analytics sites such as Pinfluencer and Curalate have existed for some time now, and their offerings are still more robust than the basic system Pinterest has put in place. However, it’s important to note that Pinterest seems to be taking a cue from Tumblr’s past difficulties in monetizing traffic. This new tool is part of the foundation that Pinterest founder Ben Silbermann referred to last month in interviews; Silbermann said then, “A lot of last year was keeping up with growth [and] the big change with touch-screen devices,” adding that they were working on a foundation that would include such tools as “suggestions,” a method for people who use Pinterest regularly to discover other content. Although Pinterest has not yet launched any ad products, the company is clearly making sure to have the tools available for interested advertisers for when that launch happens.

The free analytics tool could be a powerful incentive to companies that have not yet pursued the idea of using Pinterest for advertising, even if it does not as yet have the features of the third-party analytics tools. This new tool follows in the footsteps of Pinterest’s business accounts offering and the tools it provided. It’s clear that Pinterest is interested in going about monetizing their traffic in the right way, ensuring as well as they can that everyone remains happy with the experience.