Pinterest revamps pin tracking tools for brands


Pinterest is offering a new way for businesses to track their pinned links by adding further support for Google Analytics on the social scrapbook.


The move sees Pinterest incorporate Google Analytics Urchin Traffic Monitor (UTM) variables to give businesses a look at their performance in the Google Analytics dashboard.

UTM is the way that businesses track sales from their origination point (like a tweet, email or a brochure) down the funnel to their conversion page.

Pinterest’s Jason Costa writes, “Businesses have asked for UTM support on their Pins in the past, so we’re happy to help them see more accurate tracking on Google Analytics.”

“If you’re already using Google Analytics, it’s easy to see how your Pins are performing by tagging your Pin links with the correct UTM parameters,” he adds. “If you’ve already got UTM tracking on your Pin links, you’ll start to see more activity on your campaign and source tracking on Google Analytics.”

On the Pinterest for Business blog, the company also gives some tips on what businesses can learn from TV shows on Pinterest.

Examples include: using humor, using quotes, going “behind-the-scenes,” including fans, highlighting products and spaces, offering exclusive content and “sneak peeks,” and helping users lived “inspired lives”.

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