Pinterest has decided that providing its own analytics for businesses via Pinterest Analytics probably isn’t robust enough — so it’s now letting them use third-party marketing technology software to analyze their Pinterest activity (via Wall Street Journal).

The company announced that it is working with a select group of marketing technology developers including Salesforce, Piqora, Hootsuite and Tailwind to grant automated access to some public data through an API known as ‘Business Insights.’ Pinterest emphasizes that it will continue developing Pinterest Analytics as a free tool, but third-parties should aim to provide additional insights and features beyond what Pinterest offers at this moment.

This comes after Pinterest revealed earlier this month that it was working with a small group of brands to carry out a full paid test of its ‘Promoted Pins’ feature within the search and category feeds. As it steps up its monetization plans, it is little wonder that Pinterest is keen to attract more businesses — by making it easier for them to monitor the results of their marketing efforts.