Many businesses use Pinterest to learn about their customers. You might want to learn which of your products are popular, what types of images work best or which Pins are driving the most engagement and sales. All of these insights can help your business use Pinterest better, which in turn means a better experience for Pinners.
We know some businesses use third-party marketing tools to help them figure out how they’re doing on different platforms. That’s why we’re proud to announce a new initiative that lets businesses analyze their Pinterest activity using popular marketing technology software, including Salesforce (Exact Target Marketing Cloud), Hootsuite, Spredfast, Percolate, Piqora, Curalate and Tailwind.
How do these Marketing Technology relationships work?
We’re working with a small, carefully selected group of marketing technology (“MarTech”) developers to offer Pinterest business insights. Insights help businesses engage better with Pinners. This could be which boards and Pins are getting the most engagement, which downstream actions Pins are driving or what products are most popular with Pinners.
MarTech developers are independent companies who work with Pinterest to help businesses manage their digital marketing. Our initial set of developers has already put a lot of thought into interpreting activity on Pinterest.
The MarTech developers we’re working with get automated access to some public data through a digital pipeline (also known as the Business Insights API, or Application Programming Interface). We allow developers to access public activity through this API so that they can help businesses improve the Pinner experience.
Do these tools replace Pinterest Analytics?
No way. Pinterest will continue to build value into Pinterest Analytics as an important free tool, while Marketing Technology developers are encouraged to add additional insights and features such as conversion tracking capabilities that Pinterest doesn’t currently offer.
How do I get involved?
If you’re a business who uses marketing technology built by a developer we’re working with, you might start seeing additional Pinterest insights soon.
If you’re interested in checking out Pinterest Business Insights using one of these developer tools, please contact them directly through the developer links above.
If you’re a developer and would like to stay in touch and get updates on this and all of our business initiatives, sign up for our weekly business newsletter. We’re not opening up this opportunity to additional developers at this time.
Marketing Technologies built on the Pinterest Business Insights API make it a little easier to manage all of your digital marketing so you can put your best Pins forward. It’s what we call a win-win-win—for Pinners, MarTech developers, and you, our valued business partners.
—Steve Cohen and Thomas Sha, API Engineers