Social networks are a fundamental component of the marketing strategy of any company. But for users, scrolling through the myriad of branded content across all social media platforms can be exhausting. However, there is one social media site where users really embrace branded content: Pinterest. Pinterest can be an incredibly useful tool for attracting consumers to your products. In fact, 66% of Pinterest users make a purchase after seeing the Pins of a brand. Due to the power of Pinterest to influence purchases, it makes sense to develop and maintain a strong presence on Pinterest. And, whether your company’s social media goals align with improving brand awareness or increasing traffic, keeping an eye on analytics is critical to ensuring your content strategy is successful. Also, JD Prater, an ad evangelist on Quora, told me: “Keep in mind that Pinterest is all about discovery. Understand Pinner’s journey and how it is influencing future purchases, and not necessarily today’s.” . To make sure you can achieve your Pinterest goals and see success on the platform, we’ll explore what Pinterest Analytics is and show you the seven most important metrics to track.
What is Pinterest Analytics?
Pinterest Analytics is the completely free native Pinterest tool that you can use to measure your performance on Pinterest. Pinterest Analytics allows you to collect information about traffic, including impressions and clicks on links, so you can modify your strategy to better meet the needs of your users. To access Pinterest Analytics, I need a business account, which will also allow you to create ads and promote Pins.
Why use Pinterest Analytics
Pinterest Analytics offers the ability to sort your data from any time period, so whether you’re doing a monthly or yearly report, you’re covered. Data can also be sorted by device, which can be helpful in determining how to optimize for desktop or mobile devices. You can also export your statistics to a CSV file, which will be useful for your next report or audit. Now that we know a little more about Pinterest Analytics, let’s see what tools we can use to get the most information.
Pinterest analytics tools
Of course, the main tool we have discussed so far is Pinterest Analytics. When you enter Pinterest Analytics, you will see the dashboard divided into three main sections: Profile, Audience, and Website Analytics. Pinterest Analytics is also divided into four sections: Impressions, Saved, Link Clicks, and All Time. Let’s explore those four sections now.
Impressions are the number of times your Pin has been viewed. This could be through a user’s home source, category source, 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.
3. Clicks on links
Link clicks are what take users to a destination, be it your website, blog post, or another Pin.
4. All the time
Your all-time metrics include a variety of things that go back to the beginning of your Pinterest story. Here, you will be able to see your most popular Pins and the highest ranked content in search. Lastly, it’s important to note that analytics should only be used once you fully understand the Pinterest user. For example, as Prater notes, “Before you begin to analyze data and gain insights, it is important to understand the Pinner journey. There is no one way to dial. People dialing habits are diverse and focused on what What matters most to them (their interests). ”
Another great tool that you can use to analyze your Pinterest metrics is Tailwind. Tailwind is a social media scheduling tool for Pinterest and Instagram that includes analytics as part of its features. The tool goes beyond vanity metrics and tracks followers, engagement, and even virality. You can even track your ROI by looking at visits, transactions, and revenue up to the specific pin. Plus, there are powerful filtering tools so you can discover insights by dashboard, heatmaps of interest to verify you’re targeting the right content, and trend reports to see trends right now, even if it was pinned months ago. If you are looking for a detailed tool with a lot of information, Tailwind may be worth exploring.
ViralWoot is a social media analytics and scheduling tool that can help you get your bearings in your Pinterest analytics. This tool includes an influencer score, which will help you understand what you need to do to boost your presence on Pinterest. In addition to the influence score, all the important metrics are available to track with this analysis tool. A great feature of ViralWoot is the straightforward explanations that can help you really understand its analytics. You can learn the best days and times to pin, how to increase your search impressions, and discover trending keywords on Pinterest.
Olapic is an all-in-one, influential, user-generated short-form business video content platform that helps brands drive engagement. With its scheduling and analytics tool, you can track ROI, influencer interactions, and engagement.
Pinterest metrics to track
There are seven metrics that you’ll want to track on your Pinterest account to assess how well your content is performing. Of course, depending on your team’s unique goals, you may want to focus more on some of these metrics, rather than all of them.
As with any other social network, impressions measure the number of times its content is displayed. Pinterest impressions include the number of times your content appears in a user’s feed, search results, or feed from a different category. To get an idea of what your audience is looking for, look for patterns within your content to see which categories and keywords get the most impressions. For example, if you notice that your post “Awesome Marketing Leaders Quotes” performs exceptionally well, you may want to lean more towards thought leadership content on Pinterest.
Repins is the number of times someone saves your pin to one of their own boards. Repins are like a retweet on Twitter. It means that the user found your post interesting and that it can be shared. This action is more valuable than an impression because it counts as a real commitment. The more people who interact with your content, the more likely it is to show up in people search.
Clicks are the metric that determines whether your content is driving your audience to your website or not. This metric is extremely important if your goal is to increase traffic with your Pinterest presence. The number of clicks and visits to your website from Pinterest can be found at the bottom of the ‘Site Metrics’ tab in Pinterest Analytics. Clicks indicate the action of a click, while visitors indicate the number of unique users visiting your site.
4. Top pins
Pinterest content has a long shelf life. This means that your content can accumulate metrics over a longer period of time than on other platforms. Your top Pins will be helpful in determining your best content over time. If you launched an extremely popular campaign that resonated with your audience a year ago, you will be able to go back and see the actions taken on that content. You can use that information to inform your next campaign strategy.
5. All-time statistics
To see what content formats have worked for your account in the past, look at your data from the start of your account. This data includes the most replicated pins, the pins that performed the best in the search, and the most committed pins with the most committed pins of all time. Like your Top Pins, you can use your top performing Pins to optimize new content and provide your audience with what they want to see.
6. Audience affinities
In this section, you’ll see a breakdown of the categories your followers engage with and the top boards your content is pinned to. This will help you understand your audience and what draws them to your content.
Saving means that people like your content and save it for later in one of their forums and at the same time recommend it to their followers. Saves increase the reach of your post on Pinterest and may indicate that the user plans to engage more in the content later. This metric is key to understanding what content your audience identifies with, allowing you to build deeper relationships with customers over time. There are many other metrics that Pinterest provides that will be useful for your business. Remember, what works for a company’s Pinterest strategy may not work for your company’s unique voice and positioning. Using Analytics can allow you to test different content formats, ultimately adding value to your customers’ overall experience with your brand. Take a look at The Ultimate Guide to Pinterest Marketing to learn more about using Pinterest for your business. Editor’s Note: This post was originally published in April 2019 and has been updated for completeness.