It's often said the company, like Google, is inherently intent-based, exposing potential future purchases each time a user "pins" the wrap skirt or maple countertop her heart desires.
Today Pinterest is creating more granularity around user interactions with the rollout of new reporting capabilities showing pins, repins, shares and other interactions with a business's presence on the service.
The offering is the company's first global product rollout for advertisers (Promoted Pins, its paid media product, is still in a limited beta test), and is available in 31 languages to all marketers that convert to a business account. The point is to help business users, "partners" in Pinterest's parlance, identify what's resonating and use that information to support marketing initiatives.
Data available through the new interface include total reach for a business account's pins, broken down by gender, device type, country or metro area when applicable. Aggregate actions such as total repins, clicks and shares are available, as is repin data for individual pins.
Over time Pinterest says it will offer more data on specific pins, and on interactions with the "pin it" buttons companies host on their own websites. It's easy to see the implication for ads when the analytics dashboard can show reach and performance of organic vs. paid pins.