Pinterest Analytics: The Ultimate Guide for 2024

Pinterest analytics is a set of tools that measure your performance on the platform based on key metrics like engagements, impressions, and views. Tracking these metrics is important, as they can give you a better understanding of how your pins are performing and what parts of your strategy need to be improved.

By knowing how to utilize the data from Pinterest analytics in your social media strategy, you’ll be able to target this user base more effectively.

In today’s guide, we’ll discuss the key metrics you should be tracking and explain how Pinterest analytics can help you achieve success on the platform.

Let’s start!

The Importance of Pinterest Analytics Explained

The Pinterest analytics tool is important because it allows you to fully utilize the platform in order to boost your business. It 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.

So, it’s safe to say that Pinterest analytics can help you determine the type of content that resonates with your audience, allowing you to boost your engagement and reach.

Pinterest Analytics Requirements

Personal accounts can’t use Pinterest analytics; you need to switch to a business account to access this feature.

If you don’t have one yet, here’s a quick overview of how to switch to a business account:

1. Log in to your Pinterest account.

2. Click the arrow on the right side of your profile to access the drop-down list and select Convert to business.

3. Click Upgrade and add the details of your business, such as your business type, name, and website.

4. You also need to specify your business goals and brand focus to help you get more customized recommendations on the platform. To do this, simply select the most suitable answers from the drop-down list.

5. When everything is complete, click Done, and you’ll have a Pinterest business account.

How to Access Pinterest Analytics [Desktop]

Once you have a business account, you can easily access Pinterest analytics on your desktop.

Here’s how:

1. From your Pinterest profile, tap on the Pinterest logo in the upper left corner.

2. From there, you can choose the metrics you want to see: Pinterest analytics trends, audience insights, or a general overview.

3. If there’s specific data that isn’t showing up, this doesn’t mean that Pinterest analytics is not working properly. Keep in mind that it can sometimes take 48 hours for information to sync on the platform. Moreover, if you recently switched to a business account, Pinterest can only show data from the day you converted.

How to Access Pinterest Analytics [Mobile]

With a business profile, you can also access Pinterest analytics from your mobile phone by following these steps.

1. Open the Pinterest app and navigate to your profile by clicking your photo in the lower right corner.

2. From there, click on the Creator Hub button to access the Hub.

3. On the Hub, select Analytics to see a general overview of your Pinterest analytics.

4. You can also click the slider icon in the upper right corner to adjust the date range and the metrics that you see.

How to Access Pinterest Analytics with Publer

If you use Publer to schedule your Pinterest posts, you can easily access your Pinterest analytics on our analytics tab. 

If you aren’t on Publer yet, however, we highly recommend using our social media scheduling tool to handle your Pinterest posting schedule. With our platform, you not only get to access comprehensive analytics for your social media accounts but also some powerful features. Our hashtag analysis and competitor analysis tools, for instance, can improve your overall strategy and help you achieve better results.

Here is the simple step-by-step process on how to integrate your Pinterest account with Publer:

#1. Sign up on Publer

The first step to scheduling with Publer is to sign up on the platform. There are two ways to do this: using your preferred email address or an existing social media account, like Facebook or Twitter/X. Once you’ve chosen a password and created your dedicated workspace, you can start adding your social media accounts to the platform.

#2. Add Pinterest to Publer

After signing up, you can go to Social Accounts to add your Pinterest account to Publer. It’s important to note, however, that if you are on a free plan, you can only connect Pinterest accounts with at least 100 followers or a claimed website.

If your account meets this requirement, simply choose the account you want to add to the platform and click Connect.

Aside from Pinterest, you can also add profiles from 11 other social media platforms and websites, including Instagram, TikTok, and Google Business Profile, to Publer.

#3. View Pinterest Analytics

When you have successfully connected Pinterest to Publer, head over to the Analytics tab on the left sidebar to view a detailed breakdown of your Pinterest analytics.

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While the metrics that Publer tracks can vary for each social media platform, you’ll find these Pinterest metrics in our analytics tab:

• Post reach
• Post engagement
• Video views
• Engagement rate
• Best times to post

14 Important Metrics to Track on Pinterest Analytics

Knowing which metrics to track and how to analyze them will help you guide your Pinterest marketing strategy to success.

With that said, here are the 14 most important metrics to monitor on Pinterest analytics.

#1. Engagements

Tracking your account’s engagement on Pinterest analytics is essential for understanding how your audience interacts with your content. However, since the site doesn’t have the usual ‘like’ and ‘share’ setup of other social media platforms, you may wonder, “What are engagements on Pinterest?”

Engagements refer to the number of times your pins are clicked, saved, and swiped. This is a holy grail on social media because a high engagement means more users connected with your content. Monitoring your engagement rates will allow you to determine which content and topics generate the most interactions, which can help elevate your content strategy.

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Fortunately, there are several ways to boost your profile’s engagement, such as continuously posting high-quality and relevant pins to encourage interactions or scheduling your pins to target your audience’s peak hours.

#2. Impressions

Aside from engagements, impressions are one of the key metrics to track on Pinterest analytics. But what exactly are impressions on Pinterest? The answer is—these measure how often your pins appear on a user’s screen every time they see them on their homepage, another user’s board, or in the search results on Pinterest.

These can be recorded multiple times per user, so your content can 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; a high impression rate means that your content is on-trend or has worked well with Pinterest’s algorithm.

Some ways to improve your impression rates include optimizing your pins with relevant keywords and crafting clear descriptions that align with user searches. You can also try pinning high-quality content and joining group boards to boost your visibility.

#3. Total Audience

Total audience measures how many different users saw your pin within a given time. On Pinterest analytics, you have the option to see the total monthly audience over 30 days. 

While this can seem similar to impressions, the two are actually quite different. Impressions refer to the total number of times your pin was seen, while total audience only measures the number of unique individuals that saw the pin.

Since a user can view a pin multiple times, impressions will likely be much higher than the total audience. To expand your total audience and improve your online presence on the platform, it’s best to focus on creating highly relevant pins that can appeal to your target demographic.

It’s also important to understand which Pinterest categories your content falls under to make it easier for the algorithm to connect your content with people who search for it. 

#4. Pin Clicks

Formerly called closeups, pin clicks on Pinterest represent the number of clicks your pins receive, which measures how appealing your content is to users. Here are some things you can do to increase it:

• Create high-quality pins optimized for SEO
• Utilize eye-catching visuals in your pins
• Follow the ideal Pinterest post sizes to ensure the best quality and viewing experience

#5. Pin Click Rate

The pin click rate on Pinterest analytics is the percentage of users who click on your pins relative to the number of impressions. A high pin click rate indicates that your content is not only relevant to your audience but also compelling enough to warrant an interaction.

You can use this simple formula to measure your pin click rate:

• Pin clicks / Impressions * 100 = Pin click rate

It’s important to analyze this metric regularly to help you identify the most effective ways to appeal to your audience and maximize your engagement on the platform.

#6. Outbound Clicks

Not to be confused with pin clicks, outbound clicks refer to the total number of times that users click on an outbound link from your pin. If you’re using Pinterest to promote your business website, then a high rate of outbound clicks is what you should aim for.

A high number of outbound clicks indicates that your pins are engaging and relevant, which prompts your audience to look for more information about their content. And with 89% of users using Pinterest to find inspiration for their next purchase, you want to create content that converts so you do not miss out on any opportunities.

#7. Outbound Click Rate

The outbound click rate on Pinterest analytics measures the number of users who click on the external links in your posts relative to their impressions. Here’s a simple formula you can use to calculate your outbound click rate:

• Outbound clicks / Impressions * 100 = Outbound click rate

To improve this metric, make sure that you use engaging visuals in your pins and add a strong call-to-action at the end of every caption. We’re aware that this is often easier said than done, which is why Publer comes with a convenient AI Assist tool you can use to craft compelling captions and CTAs to encourage clicks.

#8. Saves

Saves, previously called repins, are another crucial metric to monitor on Pinterest analytics, as they help measure content relevance and value. 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.

If you want to increase your pin saves, try some of these engaging content ideas:

• How-to posts
• Infographics
• Inspirational images

Aside from being great for engagement, saves can also be a strong indicator of purchase intent. In fact, a study by Lo et al. (2016) in Knowledge Discovery and Data Mining found that “users with long-term purchasing intent tend to save and click through on more content.” 

So, if your goal on Pinterest is to convert your followers into customers, you need to understand what content resonates best with your audience. This way, you can focus your efforts on creating more of the same type of content.

9. Video Views

While Pinterest is largely an image-sharing site, there are videos on the platform as well, and monitoring their views should be one of your priorities on Pinterest analytics. 

If you haven’t joined the video marketing trend yet, Pinterest videos are excellent to start with. According to a study by Pinterest and GroupM, video content on the platform has three times better viewability and twice the competition rate of other social media sites.

As the term suggests, video views refer to the number of times a user has seen your videos. If you want to gain a competitive edge in the constantly evolving social media landscape, it’s important to maintain high viewing rates.

One way to do this is by scheduling Pinterest videos to go live when your audience is active on the platform. This significantly increases its visibility, which can lead to higher chances of engagement, saves, and other interactions.

Another way to increase views is by leveraging social media trends in your content. While the Pinterest algorithm prioritizes relevance and user interest when ranking content, posting about generally popular topics can help you reach a wider audience and even gain new followers.

#10. Conversions

Conversions on Pinterest analytics measure the actions that a user takes after engaging with your pin. You can use Pinterest’s conversion insights to track the effectiveness of your organic and paid posts 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. 

To access this feature on Pinterest, you need to have a Pinterest advertising account and install the Pinterest tag on your website. Keep in mind, however, that conversion insights are currently in open beta, so there may be some minor changes from time to time.

Key Conversion Metrics on Pinterest

To view your account’s conversion insights, click on the downward arrow below Performance over time on Pinterest analytics.

There, you’ll see the following metrics:

• Revenue. This refers to how much revenue your pins generated.
• Checkouts. This is the number of times a user checked out as a result of your pin.
• Average order value. This is the average amount a user spends on their transaction.
• Purchasers. This refers to the number of users that were influenced to make a purchase by your pins.
• Profile visits. This is the number of times a user has visited your website after seeing your pin.
• Add to cart. This is the number of times your products were added to carts after an interaction with your pin.

#11. Audience Insights

Pinterest analytics audience insights provide information about 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 create more targeted and relevant content.

For instance, Gen Z and millennials are the two most important demographics to reach when it comes to social media marketing. And, according to YPulse’s Social Media Behavior report, more than 28% of these demographics use social media for inspiration.

By analyzing your audience’s interests and preferred categories, you can create content that appeals to them, which can translate to higher saves, clicks, and conversions.

#12. Top Pins

The Top Pins section on Pinterest analytics showcases the content that received the most engagement in a specific date range. By constantly analyzing your top pins, you can gain insights into what kind of visuals, topics, and content formats are most effective for your audience.

You can even sort your top pins by different metrics, such as impressions, saves, and engagement, so you can focus on improving each metric depending on your goals.

#13. Profile Visits

Profile visits refer to the number of times a person has visited your Pinterest page. As a mainly visual platform, looks are everything on Pinterest, and you usually only have a few seconds to make a great first impression and encourage a user to follow your page.

To keep your profile optimized and appealing to your target audience, you can delete pins that no longer fit your current brand image. If you are creating your posts in advance, we also recommend previewing your scheduled posts before publishing them to ensure that your branding is consistent and noticeable across all your pins.

#14. 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 content to specific affinities.

Top 3 Tools for Tracking Pinterest Analytics

Pinterest analytics can give you an overview of how your pins are performing, but there are other tools you can utilize alongside the app’s native features to gain a more comprehensive insight into your current strategy.

These include:

#1. Publer

Publer is a social media management platform with excellent Pinterest scheduler features. In addition to simple post-scheduling, Publer also comes with a capable analytics feature that tracks the metrics we discussed in this article and provides more in-depth information about your audience.

Our tool also comes with the Best Times to Post feature that automatically uses audience activity and data to determine your best times to post on Pinterest, so you can always publish your content during optimal hours for maximum engagement.

#2. Pinterest Analytics

The native Pinterest analytics feature is a convenient way to track your metrics on the platform. If you are just starting out on Pinterest and would simply like a brief look at your pins’ performance, then this is a great option for you.

Aside from post metrics, Pinterest analytics also provides data on the current trends on the platform, which can be handy for creating timely content.

#3. Google Analytics

Using Google Analytics to supplement Pinterest analytics will provide you with more detailed insights into metrics like bounce rate and unique visitors, helping you improve your marketing strategy and performance.

To view your Pinterest analytics on Google Analytics, simply log in to Google Analytics. navigate to Acquisition, and click on Social. Here, you’ll be able to see how much traffic your website gets across multiple sources and what your most popular pages are.

Key Takeaways

• Pinterest analytics is important because it gives you valuable insight into your current strategy’s performance and allows you to make the changes necessary to improve your results.
• You need a business account to access Pinterest analytics. Afterward, you can view these metrics on their website, mobile app, or a third-party social media management tool like Publer.
• There are fourteen important metrics to track on Pinterest analytics, including engagements, saves, video views, and conversions, to name a few.
• You can track Pinterest analytics using the app’s native analytics feature, Google Analytics, and Publer Analytics.

Ervin Kalemi

Founder & CEO

With over 10 years of experience in software development, entrepreneurship, digital marketing, and social media, I strive every day to bring the best solutions that will empower your business's online presence. Currently working on Publer and Kibo.