When it comes to Pinterest, a very important question to ask is: why are you using Pinterest in the first place?
Pinterest can be an incredibly useful tool for attracting a bigger audience, as well as consumers to your products. In fact, 66% of Pinterest users make a purchase after seeing a brand’s Pins.
Because of Pinterest’s power to influence purchases and taking action (something some social accounts struggle with), it makes sense to develop and maintain a strong Pinterest presence.
If you know me, you know I LOVE data. Keeping an eye on analytics is critical for ensuring your content strategy is successful.
Additionally, JD Prater, an Ads Evangelist at Quora wrote
”Keep in mind Pinterest is all about discovery. Understand the Pinner’s journey and how it’s influencing future purchases — and not necessarily today’s.”
Pinterest Analytics is Pinterest’s completely free, native tool that you can use to help measure your performance on Pinterest. Pinterest Analytics lets you collect traffic insights – including impressions and link clicks – so you can modify your strategy to better meet your users’ needs.
Have you ever wondered:
- How popular your pins are among users?
- Which pins do users engage with the most?
- Which pins are less effective?
- How can you effectively tailor your Pinterest campaign to reach the appropriate market?
This is where analytics come in. To access Pinterest Analytics, you’ll need a business account, which you can find more info on here.
Business accounts must have a verified website listed, allowing Pinterest to track traffic between the two sites. Accounts that have recently verified their website will not see any analytics data for a few days, while Pinterest begins collecting that information.
About the analytics dashboard
When you go into Pinterest Analytics, you’ll see the dashboard divided into three major sections – Profile, Audience, and Website analytics.
I love to have a look at all the different sections, but my favourite one is Website analytics. It includes the 4 basics sections you’ll find below as well as something called unique pins
This is the number of unique pins created from you website using the Save button, Pinterest browser extensions, or manual pin uploads. Learn how to make sure your website is pin-friendly here.
With unique pins, you’ll get an idea of how much unique content is being added to Pinterest from your website. Original pins are a good measure of how your website content rates in terms of shareability.
As I mentioned, Pinterest Analytics is also split into four sections – Impressions, Saves, Link clicks, and All-time
Impressions are the number of times your Pin has been viewed. This could be through a user’s home feed, category feed, or search.
Saves are the number of times someone has saved one of your Pins to a board. This is how new people discover your content on Pinterest.
Link clicks are what drive your users to a destination – which is, to me, one of the most important metrics. The destination can be your website, blog post, or another Pin.
Your All-time metrics include data dating back to the very beginning of your Pinterest history. Here, you’ll be able to see your most popular Pins, and the content ranked highest in search – I love this overview, still, it’s probably the one we check the least.
The most important metrics
We personally use Tailwind analytics to track our Pinterest efforts. Tailwind is a Pinterest and Instagram scheduling and analytics tool.
Regardless of whether you are using Pinterest native analytics, or looking at other platforms, I would always recommend to look out for these metrics:
Your Top Pins will be useful in determining your best content over time. You want to see which posts have proven to be incredibly successful? Top pins are our best bet. You can use that information to inform the strategy of your next campaign.
This is 30-day look at the boards Pinners are seeing your pins from, pinning your posts to, and clicking your pins from. Knowing how Pinners are sorting and discovering your content is invaluable intel for your content strategy.
Pinterest impressions include the number of times your content appears in a user’s feed, search results, or a different category feed. Instagram impressions may be a bit flimsy at the moment, however, Pinterest impressions are a great and reliable insight.
To get a sense of what your audience is searching for, look for patterns within your content to see which categories and keywords gain the most impressions.
Repins are the number of times someone saves your pin to one of their own boards. It means that the user found your post both interesting and shareable: this can show you which content people love, and which one you should keep on putting out there.
Extra brownie points for resharing the same link in a new pin with a different graphic.
As I mentioned before, clicks (especially to your website) are one of my favourite analytics to look out for. Clicks are the metric that determines whether or not your content is driving your audience to your website. This metric is extremely important if your goal is to increase traffic with your Pinterest presence.
How are you making sure you are making the most of your Pinterest account? Check how to use pins to grow your traffic.
What's Your Reaction?
My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.