The company announced new features for its Pinterest Trends tool, which will give marketers further insight into the latest shifts and opportunities, and also launched a new API for Conversions, that will add more Pin shopping data for retailers.

Firstly, there is the new Pinterest Trends that has some new trend shortcuts directly featured on the home page, making it easier to find the information key to knowing the latest trends happening within the app.
Users will be able to access:

Trends your audience loves – This widget on the homepage of Pinterest Trends lets you see what was trending with your interested users and followers over the last 90 days.
Trends by demographics –Pinterest Trends also allows advertisers to filter for age, topic, time, and place.
Seasonal trends-New seasonal trend information will allow advertisers to better time their content and marketing calendars for when Pinners are actively engaged with relevant topics
In addition to these new data reports, Pinterest's also expanding access to Pinterest Trends to 30 additional countries and 22 languages around the world.

This is a useful insights tool, and if you are serious about using Pinterest to best effect for your business, then Pinterest Trends will become a very valuable addition to your research approach that could help you uncover all new opportunities to connect with your target audiences in the app.

Meanwhile, the Pinterest API for Conversions offers another way through which an advertiser can monitor the performance of the Pin by using sales data recorded outside the application.

Pinterest According to Pinterest:

"The Pinterest API for Conversions is a new, secure and reliable way for advertisers to connect their data to Pinterest in order to better target and measure. This tagless, server-to-server solution provides advertisers with continued performance visibility, while also enabling optimization of Pinterest ad campaigns."

Through Pinterest's API for Conversions, advertisers can directly transmit their off-platform conversion data to Pinterest through a server-to-server process, without having to use the Pinterest Tag.

"Advertisers can send web, in-app, or offline conversions to Pinterest's server-to-server endpoint in real time or batch. Events received in real time, or within an hour of the event occurring, will be reported as web or app events. These conversions can then be mapped to Pinterest campaigns for conversion reporting in order to improve visibility."

Of course, this requires some development know-how, so it's a more costly solution. But it might yield a better view of how your Pin campaigns are driving subsequent purchase activity – and because this process is conducted directly from the connection between the advertiser and app, and is not sharing user information, it won't be impacted by evolving privacy restrictions in apps.
Both of the updates would be useful to marketers in all kinds of ways. And as it continues to attract more attention lately by trying to stay on top of the eCommerce wave, all signs seem to indicate that the platform may turn out as a go-to destination this Christmas for gift shoppers.
Find Pinterest Trends here and learn more about Conversions API at this page.