Twitter, Pinterest boost their analytics offerings

Social got more measurable for advertisers this week, with both Pinterest and Twitter announcing they are improving their analytics tools. Pinterest's updates will allow marketers to track what pins are clicked and repinned, and those with verified websites can track their site content on the social scrapbooking network. Meanwhile, Twitter improved its ad insights and now provides information about the interests of targeted segments as well as tweet engagement by secondary audiences.

This is good news for marketers, who increasingly need to prove the business value of marketing activities. These improved analytics options enable advertisers to target their campaigns better and capture more information about how audiences engage with their promoted content. More brands will be willing to invest in social when they can prove that their ad dollars are generating sales or at least user engagement.

Get the details on Twitter and Pinterest's new analytics tools at Adweek.com.