Pinterest has expanded its Trends Tool and has launched a new API for conversions around the world.
The expanded Trends Tool, which helps advertisers get insights into users planning behaviour in order to inform campaign planning through creative and targeting, has received new segmentation tools.
“Pinterest is uniquely positioned at the intersection of discovery and commerce, where inspiration meets intent. We are investing across our advertising platform to help businesses around the world reach their goals and connect with leaned in consumers at every stage of the campaign lifecycle,” said Bill Watkins, chief revenue officer at Pinterest
Advertisers and marketers will now be able to filter demographics, topic, time and place, as well as by season – summer or Christmas, for example. A new “Trends Your Audience Love” widget allows advertisers to see what is trending with their engaged users and followers over the last 90 days.
The new API for Conversions, meanwhile, gives advertisers a “secure and reliable” way to connect their data to Pinterest, enabling better targeting and measurement. It is available for all advertisers around the world.
The new API also integrates with Shopify and Google Tag Manager and gives advertisers continued performance visibility, while allowing for optimisation on Pinterest ad campaigns. This, Pinterest says, is especially important as the industry evolves.
“Through Server Pixels and the Pinterest API for Conversions, Shopify can now give our millions of merchants another secure tool to drive discovery with Pinterest’s 400 million-plus users,” said Egan Cheung, director of product at Shopify.
Pinterest says that advertisers who have adopted API for Conversions have seen a 14 per cent improvement in CPA when using both the API and Tags, compared to using Tags only, and a 36 per cent average in increase in attributed conversion volume when using both Conversion API and Tags, compared to using Tags only.
