Social network Pinterest has announced the introduction of web analytics to its rapidly growing platform. The addition will make it a more marketer-friendly environment and should make tracking activity and interactivity easier.

In a statement, Pinterest explained:

“We wanted to help [business users] understand which pieces of content people find most interesting. Today, we’re pleased to announce Pinterest Web Analytics, a first step towards doing just that.”

To use the new service, users need to have a verified website. They will then have access to information about how many visitors have pinned from their site and how many users have seen those pins. Additionally, when using the new analytics service, businesses can see their most re-pinned, most recent pins and most clicked, allowing businesses to work out which elements of their site is proving popular. Marketing executives will also be able track which pins steered the most visits to their websites.

Pinterest is fast becoming a major player amongst social media channels, due to its increasingly popular visuals. Indeed, there has been some suggestion that the more recent Facebook updates have been influenced by the newcomer’s visual style.

Pinterest has grown from a mainly female orientated demographic that allowed ‘scrapbooking’ activities. The ‘women with children’ demographic is much sought after due to its buying power and influence and the new analytics will allow much better tracking of this market.

Surveys have shown that the correlation between Pinterest usage and purchasing behaviours is much more direct than Facebook. With the ability to track pins, clicks and re-pins, marketers have the opportunity to maximise the potential of Pinterest.