Pinterest Sends Your Site More Traffic, Study Says, but Maybe Not the Kind You Want
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Pinterest may have quickly arrived as a major source of traffic to many websites, but those visitors may click on the ads they see there less often than others.
That’s the finding of a new study by ad technology company Yieldbot, which has both an ad server and a publisher analytics platform, seeing 1.5 billion page views each month. While Pinterest refers far more traffic than any other social site, according to Yieldbot’s data, those visitors click on ads 45% less than the average of all visitors. Facebook, which refers less visitors, sends traffic that is 60% more likely to click on an ad than average, Yieldbot said.
If that holds true for their own particular sites, publishers might need to rethink where they focus their energy in social media. “If you talk to marketers and brands, they want to buy performance,” said Yieldbot CEO Jonathan Mendez.
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