Pinterest Is Cozying up to Retailers With a Tool To Track Ad Performance

Pinterest is making a deeper retail media play.

The visual-heavy platform is rolling out a tool called Pinterest Ads Manager that allows advertisers and retail media networks to better see if Pinterest ads drive sales.

The self-service tool pulls in a retailer’s audience, conversion data, and product catalogs. Julie Towns, vice president of product marketing and product operations at Pinterest, said that the new retail media tool aims to help brands manage and run their own Pinterest campaigns using retail data.

Advertisers first set up Pinterest campaigns that link back to a retailer’s ecommerce site. Pinterest can then track metrics like return on ad spend and clicks.