As a photo-sharing and collecting platform, Pinterest has evolved into a digital vision board for marketers to curate images and videos that resonate with their audience. To better understand what pinners prefer and the type of content that is both relevant and appealing to them, Pinterest created Pinterest Analytics.
If you’re looking for a place to start promoting your products and sharing content with potential customers, look no further than Pinterest. With over 443 million monthly users, Pinterest is a great way to connect with your audience visually. Understanding your audience and what content appeals to them is key to success on this platform.
This guide will show you the key metrics to track and how Pinterest Analytics can help you achieve success.
Pinterest Analytics: Why It Matters
If you want to make the most out of Pinterest for your business, it’s essential to understand how to use Pinterest Analytics. This powerful tool can help you discover which of your pins are being saved the most and how you can fine-tune your content strategy to reach your business goals on the platform.
By analyzing the numbers, you can craft the type of content that is most likely to increase engagement and reach.
Pinterest Analytics Requirements
To take your business to the next level with Pinterest, set up a business account. This will allow you to access Pinterest analytics so you can create campaigns that are targeted and successful. Here’s a quick guide to getting started:
- Claim your website. To do this, you have the following options:
- Insert an HTML tag into your website
- Include a TXT record in your domain name system (DNS)
- Search for Pinterest’s HTML file to import on your site
- After you’ve claimed your website on Pinterest, you’ll need to verify your identity. Look for the small globe icon next to your URL in your Pinterest profile. Once you see it, click to verify your identity.
- When you’re done, you’ll be able to see analytics for each pin created from your website. Your profile photo and follow button will appear on each pin saved from your claimed website, so users can easily find and follow you.
Besides creating a business account and claiming your website, here are other ways that let you access Pinterest analytics and data:
- Add a Pinterest save button to your website. You can access data and analytics to see traffic on saved pins from your website.
- Make sure to include a Pinterest tag when you create your ads so you can track user activity afterwards. Doing this lets you see how effective your ads are and what areas need improvement.
- When you incorporate Rich Pins for your products, articles, and apps, you share more details about your brand every time a user saves one of your pins. This is a great way to build your brand image and create a following!
How to Access Your Pinterest Analytics
You can access Pinterest analytics through your computer and mobile devices.
Here’s how you can access Pinterest analytics on your desktop:
- Login to your Pinterest business account.
- Click the drop-down menu at the top left corner of your profile and go to Analytics.
- Go to Overview to access the performance of your Pins and boards.
- You can also access key metrics from the drop-down menu, such as:
- Follower Analytics using Audience Insights
- Paid campaign performance through Conversion Insights
- Popular trends on Pinterest
To access Pinterest analytics on your mobile device:
- From your Pinterest app, tap your profile photo found on the bottom right of the screen
- Go to the Analytics section and tap ‘See more.’
- To track your content performance, go to your profile and tap Business Hub.
Although the data is readily accessible on the platform, Pinterest analytics are mere projections, and some charts would need more information to display key metrics. This can make it difficult to get an accurate picture of your Pinterest marketing efforts.
Pinterest Analytics: 10 Key Metrics to Track
Don’t just settle for great stats from your Pinterest campaigns; aim to understand the numbers so you can make the most of their potential for your business. Here are 10 key metrics to track on Pinterest.
Impressions
Your pins appear on a user’s screen every time they see it on their homepage, another user’s board, or in a search on Pinterest. Impressions can be recorded multiple times per user so that you could appear on someone’s screen several times throughout the day.
If you want your content to perform well on Pinterest, keep an eye on your impression rate. This metric measures how often users see your content, and a high impression rate means that your content is on-trend or has worked well with Pinterest’s algorithm. Reviewing your impression rate regularly can help ensure that your content is always high-performing.
Total Audience
Total audience measures how many different users saw your pin within a given time. You have the option to see the total monthly audience over 30 days. Impressions can gauge the number of times your pin was seen, but the total audience only counts the number of unique individuals who saw it. More people have seen your pin multiple times if you have more impressions than the total unique users.
Saves
See how often your pins are saved to users’ boards by looking at your Saves. This is key to measuring how users perceive your content. The more saves you get, the more likely users find your content relevant and engaging.
Plus, saves give your brand extra exposure because they appear on followers’ feeds.
Engagement
You can measure user engagement by counting the times your Pin has been clicked or saved. This is a holy grail on social media because a high engagement means more users connected with your content. To calculate the engagement rate, divide this metric by the total audience number.
Pin Clicks And Pin Click Rate
The number of clicks on your pins or close-ups measures how attractive users find your content. To measure the rate of clicks on your pins, divide the number of times your pin was seen on the screen by the total number of clicks on your pins.
Demographics
To engage your audience, you need to understand them first. Luckily, Pinterest Analytics provides insights into your audience’s basic profile, including their language, gender, and device stats. You can also find out what interests them and which categories they prefer. This way, you can share content that appeals to them, helping you gain more followers.
Affinity
To ensure that your content is seen by people who care about the topic, you must focus on affinity. This is the percentage of people on Pinterest who have shown an interest in the topic. The higher the affinity percentage, the more likely your audience cares about the specific topic you’re posting on Pinterest.
When you can anticipate the content your audience prefers, you can schedule your posting and improve your content strategy. You can also use Pinterest ad campaigns to tailor-fit content to specific affinities.
Conversion Insights
You can use Pinterest’s Conversion Insights to track your organic and paid posts’ effectiveness and analyze your return on ad spend (ROAS) and cost per action (CPA). This lets you see how well your overall Pinterest strategy is performing. Conversion Insights are currently in open beta, so there may be some minor changes from time to time.
Top Converting Pins
To get started with Conversion Insights, log in to your Pinterest Analytics and select the ‘Conversion Insights’ tab. Here, you can set goals for impressions, saves, Pin clicks, Page visits, Add to cart, and Checkout. You can find the data in Pinterest Analytics.
See how your Pins are performing based on the goals you set. If some Pins are better at driving user behavior and engagement, try to understand why. If some Pins stand out across all categories, you can use them to revamp your content strategy in the future.
Page Visits
If you want to increase website conversions, make sure you’re monitoring your page visits data. This metric measures the number of times people visited your website using Pinterest, so you can see if you’re on the right track by comparing it to your Add to cart and Checkout metrics.
Key Takeaways
Understanding the platform’s analytics is key if you’re looking to get the most out of your Pinterest campaigns. By delving into the data, you can figure out what type of content resonates with your audience and adjust your strategy accordingly. This, in turn, can help you boost your performance and earn more from your campaigns.
By discovering metrics that you want to track on Pinterest Analytics, you can:
- Create meaningful and relevant content for your audience
- Gain more followers and increase your reach
- Improve your content performance to gain more saves
- Engage your existing followers with content that resonates with them
- Boost your ad performance with the right strategy
Are you using Pinterest Analytics? What metrics give you the most actionable insight? Let us know in the comments below!
Ervin Kalemi
