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As brands increasingly ask for solid measurement transparency from digital ads, Pinterest is rolling out a new feature that gives marketers a small drive-by look at how posts are performing.
Here’s how the tool works: When brands login to their account, an icon overlays each Pin that breaks down the post’s engagement. When clicked on, the icon pulls up the number of impressions, the number of times people look at a close-up of the Pin, clicks and how many times the post was saved. The icon is only available to users with a business account.
In theory, the metrics icon will give marketers a better sense of content that performs well on the platform so that they can tweak and craft messages in upcoming campaigns.
One of the creative challenges for marketers with Pinterest is that posts require more detail and work than other platforms. That includes writing concise copy explaining what products are featured in the post, adding links and packaging it so that users can save the content and return to it later.
Pinterest also encourages marketers to try showing multiple products in one pin, design creative vertically to fill the screen size of a smartphone and add text overlay to posts.
Unlike fleeting content on Snapchat or Instagram, Pinterest urges advertisers to focus on longevity.
“The longer your Pin is on Pinterest the more impressions and engagements you’ll get,” Pinterest’s Vivian Chow, product manager of monetization, wrote in a blog post. “With these stats, you’ll get a better sense of how your numbers stack up over time so you can evaluate the true effectiveness of your content.”
The long-term approach to proving out measurement has been part of Pinterest’s advertising pitch for the past couple of years. The San Francisco-based site has been slower and more methodical in building its advertising business over the past few years by focusing on stats like offline sales and building out search targeting.
In August, the site added cost-per-impression bidding and rolled out video ads. In November, the company added 15 ad-tech companies to its advertising program to build up its data and measurement resources and this week announced that it’s adding advertising to its visual search tools.