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Pinterest Referral Revenues Overtake Facebook, says Adobe

Alex Spencer

PinterestDuring Q4 2013, Pinterest overtook Facebook as the social network with the highest RPV (Revenue Per Visitor) for UK retailers, according to research from Adobe.

Pinterest's RPV rose 49 per cent on the previous quarter, to £0.88, compared to £0.69 on Facebook (up 7.8 per cent) and £0.46 on Twitter (up 64 per cent).

Facebook still makes up the vast majority of referral traffic, though its growth (two per cent quarter-on-quarter) is slow compared to rival social networks (Pinterest: 11 per cent, Twitter: 18 per cent).

The average CTR of a Facebook ad increased 365 per cent year-on-year, with ad click volume up 125 per cent, outpacing impressions volume, which grew just 10 per cent. However, CPC and CPM also rose, by 29 per cent and a staggering 437 per cent respectively.