Social media is an essential part of a company’s marketing strategy. However, it can be exhausting for users to scroll through the massive amount of branded content on any social media platform.
However, there is one social media site that users actually use 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 a brand’s Pins.
Because of Pinterest’s ability to influence purchases, it makes sense to build and maintain a strong Pinterest presence. Whether your company’s social media goals are in line with improving brand awareness or increasing traffic, monitoring the analysis is vital to ensure that your content strategy is successful.
Additionally, JD Prater, a promotional evangelist at Quora, told me, “Remember, Pinterest is all about discovery. Understand the pinner’s journey and how it affects future purchases – not necessarily today’s.”
To make sure you can meet your Pinterest goals and see success on the platform, we’re going to take a look at what Pinterest Analytics is and show you the top seven metrics that you should be tracking.
What is Pinterest Analytics?
Pinterest Analytics is Pinterest’s completely free, native tool that you can use to measure your performance on Pinterest. With Pinterest Analytics, you can collect traffic insights – including impressions and link clicks – so you can change your strategy to better serve your users’ needs.
To access Pinterest Analytics, you need a business account, which you can also use to create ads and promote Pins.
Why use Pinterest Analytics?
Pinterest Analytics offers the ability to sort your data from any time period. Regardless of whether you prepare a monthly or annual report, you are covered. The data can also be sorted by device. This can be useful when figuring out how to optimize for mobile devices and desktops.
You can also export your statistics to a CSV file that will be useful for your next report or audit.
Now that we know a little more about Pinterest Analytics, let’s see what tools can be used to get the best insights.
Pinterest analytics tools
1. Pinterest Analytics
The main tool we’ve talked about so far is of course Pinterest Analytics.
If you choose Pinterest Analytics, the dashboard is divided into three main sections: Profile, Audience and Website Analysis.
Pinterest Analytics is also divided into four sections: Impressions, Saves, Link Clicks, and All-Time. Now let’s examine these four sections.
Impressions show the number of times your PIN has been viewed. This can be done through the home feed, the category feed, or a user’s search.
Save is 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. Link clicks
Link clicks bring your users to a destination – be it your website, blog post, or some other PIN.
Your all-time metrics include a number of things that go back to the very beginning of your Pinterest story. This is where you can see your most popular Pins and the content that has been searched for the highest ranking.
Finally, it should be noted that analytics should only be used once you have fully understood the Pinterest user.
For example, as Prater notes, “Before you begin analyzing the data and drawing insights, it is important to understand the pinner journey. There is no way to pin it down. People’s attachment habits are diverse and focused on what interests them most (their interests). “
Another great tool that you can use to analyze your Pinterest metrics is Tailwind. 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 down to the respective PIN.
In addition, there are powerful filtering tools to uncover insights by board, interest heatmaps to verify you’re focusing on the right content, and trending reports to see what’s current, even if it was pinned months ago .
If you’re looking for a detailed tool with lots of insight, Tailwind might be well worth exploring.
ViralWoot is a social media planning and analysis tool that you can use to familiarize yourself with your Pinterest analytics.
This tool includes an impact score that will help you understand what you need to do to increase your Pinterest exposure.
In addition to the influencing factor, all important metrics are available to be tracked with this analysis tool. A great feature of ViralWoot is the simple explanations that can help you actually understand your analyzes. You can learn which days and times are best to pin, how to increase your search impressions, and discover trending keywords on Pinterest.
Olapic is a user-generated, influential, short-form corporate video content platform that helps brands drive engagement.
The planning and analysis tool allows you to track ROI, interactions with influencers, and engagement.
Track Pinterest metrics
There are seven metrics you want to track on your Pinterest account to gauge how well your content is performing. Depending on your team’s unique goals, you may want to focus more on some of these metrics than on all of them.
As with any other social media network, impressions measure the number of times your content is displayed. Pinterest impressions include the number of times your content appears in a user’s feed, search results, or a feed in another category.
To get a feel for what your audience is looking for, look for patterns in your content to determine which categories and keywords are getting the most impressions. For example, if you find that your “Quotes From Great Marketing Managers” post is doing exceptionally well, you may want to dig deeper into thought-leading 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 as it counts as an actual engagement.
The more people engage with your content, the more likely it is that it will appear when people search.
Clicks are the metric that determines whether or not your content will drive your audience to your website. This metric is extremely important if you want to drive traffic with your Pinterest presence.
You can find the number of clicks and visits to your website on Pinterest under the Site Metrics tab in Pinterest Analytics. Clicks indicate the action of a click, while visitors indicate the number of unique users visiting your website.
4. Top pins
Pinterest content has a long lifespan. This means that your content will be able to collect metrics over a longer period of time than on other platforms.
Your top Pins are helpful in determining your best content over time. If you started a hugely popular campaign a year ago that resonated with your audience, you can go back and see the action that has been taken on that content. You can use this information to inform the strategy of your next campaign.
5. All-time statistics
To see what content formats have worked for your account in the past, look at your information dating back to when you created your account. This data includes your most repaired Pins, Pins that perform best in a search, and the Pins that have the most to do with your Pins of all time.
As with your Top Pins, you can use your top performing Pins to tweak new content and deliver what your audience wants to see.
6. Audience affinities
This section gives you a breakdown of the categories your followers are engaging with and the top boards your content is tied to. This will help you understand your audience and what makes them attractive to your content.
A save means that people like your content and save it to one of their boards for later, while recommending it to their followers.
Saving will increase the reach of your post on Pinterest and may indicate that the user plans to continue reading the content later.
This metric is key to understanding what content your target audience identifies with and allows you to build closer relationships with customers over time.
There are many other metrics that Pinterest provides that will be helpful for your business. Remember, what works for a company’s Pinterest strategy may not work for your company’s unique voice and positioning. Analytics lets you test different content formats, which ultimately adds value to your customers’ overall experience with your brand.
Learn more about how you can use Pinterest for your business in The Ultimate Guide to Pinterest Marketing.
Editor’s note: This post was originally published in April 2019 and has been updated for completeness.