Pinterest Expands Trends Tool, API Integration With Shopify And Google Tag Manager
Pinterest wants to give advertisers more trends data that provides insights into when top search terms peak on the platform.
On Monday, the company expanded its Trends tool available in the U.S., UK and Canada to 30 additional countries and 22 languages. The announcement also includes an API to Conversion that integrates with Shopify and Google Tag Manager.
Advertisers can use information from the Trends tool to understand and align data from creatives, targeting, merchandising, content and sales information — all based on those using the platform who are the most engaged.
The feature is available on all devices, with an enhanced experience on desktop and tablet.
The tool gives advertisers several advantages:
- Trends Your Audience Likes – This Pinterest Trends home page widget allows advertisers to learn what trends are popular among followers and users who have engaged with their Pins in the last 90 days.
- Demographic Trends – This feature allows advertisers to filter by age, topic, date and location.
- Seasonal Trends – Allows advertisers to better align content and their marketing schedules with when users are most engaged with different topics.
Brands like Ally Financial use Pinterest Trends to identify life events and moments to inform creative and audience strategies.
Using this feature, the company experienced 33% more efficient CPMs and 56% more efficient CPiA than other paid-social channels in driving incremental deposits account opens, according to Pinterest data.
Pinterest has also developed an API for Conversions to integrate with Shopify and Google Tag Manager.
Through this tagless server-to-server option, advertisers gain performance visibility, while optimizing Pinterest ad campaigns.
Early results from this API show the tool works as a conversion measurement and driver of performance for Pinterest advertisers. Advertisers that adopted the API for Conversions have seen 14% cost per action (CPA) improvements on average for oCPM campaigns when using both Conversion API and Tags, compared to using Tags only. In addition, 36% average increase in attributed conversion volume when using both Conversion API and Tags, compared to using Tags only.
While advertisers most frequently use the API for Conversions for lower-funnel activity such as checkouts, many have found insight in also using it throughout the funnel such as add to cart and page visits.
After the recent launch of the Pinterest API for Shopping, the Pinterest API for Conversions is the latest use case available in the Pinterest API and Pinterest’s overall suite of measurement solutions.
Pinterest API for Conversions is available globally for all advertisers and can be implemented directly or through partners Shopify or Google Tag Manager.
Some of the integrations may require help from developers
Partner Integration — which is coming in the next few weeks — will give advertisers a quick setup tool for the API for Conversions through a third party without developer resources.
All Pinterest merchants are eligible via the Pinterest channel to integrate with Shopify, and advertisers must already be working with the server site for Google Tag Manager to use this integration.