Pinterest Adds Performance Metrics, Shoppable Features

Pinterest on Tuesday announced the launch of ads alongside visual search results, as well as more places to shop across the site.

This means several of the most used and visible places to shop, including the visual search tool Lens, now can include ads in the U.S. and the United Kingdom.

Conversion insights in the U.S. that measure performance will allow Pinterest Verified Merchants and Shopify retailers to see the impact of their paid and organic Pinterest content on site visits and checkouts.

They also can view top converting Pins and turn their best-performing organic Pins into ads, as well as track the activity funnel and see how Pinterest audiences convert on the path to purchase— from page visitors, to Pinners who added to their cart, to purchasers. 

The rollout is part of a goal to make every pin shoppable and inspire new ideas, which appears to be working.

Pinterest reported during its Q2 2020 earnings that the number of users who visited places to shop and gain inspiration on its platform grew more than 50% in the first half of 2020.

Second-quarter revenue grew 4% year-over-year, as advertisers continued to experience the impact of the COVID-19 pandemic. Revenue trends improved in each month of the quarter.

Pinterest also said today plans to bring shopping tools for users in the UK, similar to what’s offered in the U.S. The offerings include Lens camera visual search, Shopping spotlights, and the ability to run ads.

Shopping spotlights, which is shoppable content curated with publishers and creators, kicks off with the publisher Stylist, which has curated local products as part of the Pinterest x Stylist Shop, and creators like The Anna Edit who curated her dream product wish list of minimalist interior designs. 

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