Pinterest unveils Web Analytics, but third-party analytics aren’t worried

pinterest web analytics

Pinterest has monetization on its mind and with a slate of new tools for businesses, revenue generating features should be just around the corner. The social network announced today the introduction of Pinterest Web Analytics.

This includes metrics on photos pinned directly from business’ websites, how many people are seeing these pins, and “most repinned, most clicked, and most recent pins.” Web Analytics makes it a whole lot easier to keep track of how users are engaging with pins that are relevant to brands, if these brands haven’t signed up for an analytic service already.

Pinterest has had other moves in play that have steadily contributed toward making money off of brands; monetization is something the company is focusing on, as Pinterest CEO Ben Silbermann has said. For starters, Pinterest launched “business accounts” in November, which are like Facebook Pages for the site.

Before this, Pinterest did dabble with generating revenue by turning to affiliate programs early last year shortly after the social network “blew up.” The platform would use SkimLinks to add a unique identifier to items linked to on Pinterest and took a commission from all sales of items first discovered on the site. Cold Brew Labs, Pinterest’s parent company, however didn’t end up disclosing its affiliate monetization practices. There isn’t anything legally wrong about that, but keeping this information from its users is just bad form.

But now it’s trying a different strategy, one that could hurt third parties doing the same thing, like analytics providers Curalate, HelloSociety, and Pinfluencer. But you won’t find many if any third-party providers concerned about Pinterest’s move, especially when these platforms have more to offer.

HelloSociety CEO and founder, Kyla Brennan says it just shows her company is in the right space. “This launch validates the demand for the robust toolset we’ve been building over the past year. While the basic analytics Pinterest is offering are valuable, the HelloInsights platform lets brands make sense out of those numbers through competitor comparison and analysis, numerical scores related to things like virality and engagement, and identifying who their most engaged pinners are.”

And Curalate’s algorithm that powers its analytics is far more powerful than what Pinterest seems to want to offer. Curalate goes beyond how many people linked back to the brand’s product, which is essentially what Web Analytics does. In fact it’s able to track products that users are pinning by pixel, color, size, what have you, and use that to figure out which Pinterest users are talking about these products and how. At the same time, it has a contest promotion tool aptly named “Promote” to boot.

HelloSociety “is much more than analytics.” It’s also a full-service marketing agency as well. “We also help brands optimize their Pinterest campaigns through consulting, partnerships with influential pinners and tools to help them perfect their content for Pinterest,” Brennan adds.

“More than just analytics” seems to be the trend among Pinterest analytic services. Pinfluencer like its competitors offers a promotions platform, among other bells and whistles.

You’d be hard pressed to find any brands dropping their analytic partnerships for a free alternative. Web Analytics just isn’t as robust. Pinterest’s analytic service is more of a strategic posturing to show brands that it cares about the brand success. Other than that, new businesses and websites should get a kick out of free analytics until they’re ready to upgrade to the services mentioned above.

Social Media

Dine and dash(board): Make a Yelp reservation from your car’s control panel

Already in the car, but can't decide where to eat? Yelp Reservations can now be added to some dashboard touchscreens. Yelp Reservations searches for restaurants within 25 miles of the vehicle's location.
Music

Here's our head-to-head comparison of Pandora and Spotify

Which music streaming platform is best for you? We pit Spotify versus Pandora, two mighty streaming services with on-demand music and massive catalogs, comparing every facet of the two services to help you decide which is best.
Computing

These are the 5 best free antivirus apps to protect your MacBook

Malware protection is more important than ever, even if you eschew Windows in favor of Apple's desktop platform. Thankfully, protecting your machine is as easy as picking from the best free antivirus apps for Mac suites.
Mobile

The 100 best Android apps turn your phone into a jack-of-all-trades

Choosing which apps to download is tricky, especially given how enormous and cluttered the Google Play Store has become. We rounded up 100 of the best Android apps and divided them neatly, with each suited for a different occasion.
Computing

Will Chrome remain our favorite web browser with the arrival of newest version?

Choosing a web browser for surfing the web can be tough with all the great options available. Here we pit the latest versions of Chrome, Opera, Firefox, Edge, and Vivaldi against one another to find the best browsers for most users.
Computing

Hackers sold 120 million private Facebook messages, report says

Up to 120 million private Facebook messages were being sold online by hackers this fall. The breach was first discovered in September and the messages were obtained through unnamed rogue browser extensions. 
Social Media

Facebook opens pop-up stores at Macy’s, but they’re not selling the Portal

Facebook has opened pop-up stores at multiple Macy's, though they're not selling Facebook's new Portal device. Instead, they're showcasing small businesses and brands that are already popular on Facebook and Instagram.
Web

Switch up your Reddit routine with these interesting, inspiring, and zany subs

So you've just joined the wonderful world of Reddit and want to explore it. With so many subreddits, however, navigating the "front page of the internet" can be daunting. You're in luck -- we've gathered 23 of the best subreddits to help…
Social Media

Facebook Messenger will soon let you delete sent messages

A feature coming to Facebook Messenger will let you delete a message for up to 10 minutes after you send it. The company promised the feature months ago and this week said it really is on its way ... "soon."
Social Media

Pinterest brings followed content front and center with full-width Pin format

Want to see Pinterest recommendations, or just Pins from followed users? Now Pinners can choose with a Pinterest Following feed update. The secondary feed eliminates recommendation and is (almost) chronological.
Smart Home

Facebook's Alexa-enabled video-calling devices begin shipping

Facebook's Portal devices are video smart speakers with Alexa voice assistants built in that allow you to make calls. The 15-inch Portal+ model features a pivoting camera that follows you around the room as you speak.
Social Media

Vine fans, your favorite video-looping app is coming back as Byte

Vine fans were left disappointed in 2017 when its owner, Twitter, pulled the plug on the video-looping app. But now one of its co-founders has promised that a new version of the app, called Byte, is coming soon.
News

Social media use increases depression and anxiety, experiment shows

A study has shown for the first time a causal link between social media use and lower rates of well-being. Students who limited their social media usage to 30 minutes a day showed significant decreases in anxiety and fear of missing out.
Social Media

Twitter boss hints that an edit button for tweets may finally be on its way

Twitter has been talking for years about launching an edit button for tweets, but it still hasn't landed. This week, company boss Jack Dorsey addressed the matter again, describing a quick-edit button as "achievable."