Social media is an essential component of any business marketing strategy. But for users, scrolling through the massive amount of branded content on each social media platform can be exhausting.
However, there is a social media site where users kiss branded content – Pinterest.
Pinterest can be an extremely useful tool in attracting consumers to your products. In reality, 66% of Pinterest users make a purchase after seeing a brand’s pins.
Because of Pinterest’s power to influence purchases, it makes sense to develop and maintain a strong Pinterest presence. And, whether your business’s social media goals align with improving brand recognition or increasing traffic, keeping an eye on analytics is critical to ensuring the success of your marketing strategy. content.
Additionally, JD Prater, an ad evangelist at Quora, told me, “Keep in mind that Pinterest is about discovery. Understand Pinner’s journey and how it influences future purchases – and not necessarily today.”
To make sure you’re able to reach your Pinterest goals and see success on the platform, we’re going to explore what Pinterest Analytics is and show you the seven most important metrics you should be following.
What is Pinterest Analytics?
Pinterest Analysis is the completely free native Pinterest tool that you can use to help you measure your performance on Pinterest. Pinterest Analytics allows you to collect traffic information – including impressions and link clicks – so you can change your strategy to better meet the needs of your users.
To access Pinterest Analytics, you need a professional 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 by any time period, so whether you’re doing a monthly or yearly report, you’ve got you covered. The data can also be sorted by device, which can be useful in determining how you should optimize for mobile versus desktop.
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 best insight.
Pinterest analysis tools
Of course, the main tool we’ve discussed so far is Pinterest Analytics.
When you go to Pinterest Analytics, you’ll see the dashboard split into three main sections: Profile, Audience, and Website Analytics.
Pinterest Analytics is also divided into four sections: Impressions, Records, Link Clicks, and All Time. Now let’s explore these four sections.
Impressions are the number of times your Pin has been viewed. This can be done through the home feed, category feed, or searching for a user.
Saves are the number of times someone saved one of your Pins on a board. This is how new people discover your content on Pinterest.
3. Clicks on links
Link clicks are what lead your users to a destination, whether it’s your website, blog post, or other Pin.
4. Of all time
Your all-time metrics include an assortment of things dating back to the very beginning of your Pinterest story. Here you will be able to see your most popular Pins and top-ranked content in search.
Finally, 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 start analyzing data and pulling insights, it’s important to understand Pinner’s journey. There isn’t one way to pin it down. Pinning people are diverse and focus on what is most important to them (their interests). “
2. Tail wind
Tailwind is another great tool you can use to analyze your Pinterest metrics. Tailwind is a social media planning tool for Pinterest and Instagram that includes analytics as part of its functionality.
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 earnings to the specific pin.
Plus, there are powerful filtering tools that let you discover insights by table, heatmaps of interest to verify you’re focusing on the right content, and trend reports to see trends right now. if they were 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 planning and analysis tool that can help you get your bearings on 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.
Besides influence score, all important metrics are available to track with this analysis tool. A great feature of ViralWoot is the simple explanations that can help you really understand your scans. You can find out what the best days and times to pin are, how to increase your search impressions, and discover trending keywords on Pinterest.
Olapic is an all-in-one, user-generated, short form business video content platform that helps brands drive engagement.
With its planning and analytics tool, you can track ROI, influencer interactions, and engagement.
Pinterest metrics to follow
There are seven metrics you’ll want to track on your Pinterest account to gauge how well your content is performing. Of course, depending on your team’s unique goals, you may want to focus more on a few of these metrics, rather than all of them.
Like any other social media network, Impressions measure the number of times your content is viewed. Pinterest Impressions include the number of times your content appears in a user’s feed, search results, or a different category feed.
To get an idea of what your audience is looking for, search for patterns in your content to see the categories and keywords that generate the most impressions. For example, if you notice that your “Awesome Marketing Leader Quotes” article is performing exceptionally well, you might want to take a closer look at thought leadership content on Pinterest.
Repins are the number of times someone saves your Pin on one of their own boards.
Repins are like a retweet on Twitter. This means that the user found your post both interesting and shareable. This action is more valuable than an impression because it counts as a real commitment.
The more people who engage with your content, the more likely it is to show up in people search.
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 presence on Pinterest.
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 report the number of unique users visiting your site.
4. Top pins
Pinterest content has a long lifespan. This means that your content can accumulate metrics over a longer period of time than on other platforms.
Your best Pins will be helpful in determining your best content over time. If you started 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 this information to inform the strategy for your next campaign.
5. Statistics of all time
To see which content formats have worked for your account in the past, review your data dating back to when you created your account. This data includes your Most-Pinned Pins, Top-performing Pins in Search, and Most-Engaged Pins with your Most-Engaged Pins of all time.
Like your best Pins, you can use your best performing Pins to optimize new content and deliver what your audience wants to see.
6. Audience affinities
In this section, you’ll see a breakdown of the categories your followers interact with and the top boards your content is pinned to. This will help you understand your audience and what attracts them to your content.
Backing up means people like your content and save it for later on one of their boards while recommending it to their followers.
Records increase the reach of your post on Pinterest and may indicate that the user is planning to engage more with the content later.
This metric is essential for understanding what content your audience identifies with, which will allow you to build deeper relationships with customers over time.
There are many other metrics provided by Pinterest that will be useful for your business. Remember, what works for a business’s Pinterest strategy may not work for your business’s unique voice and positioning. Using Analytics can allow you to experiment with different content formats, which will ultimately add 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 article was originally published in April 2019 and has been updated for completeness.