A solid Pinterest analytics guide is key to unlocking the power of Pinterest for your business. Pinterest is more than just pretty pictures; it’s a visual search engine with major selling power. Are you truly tapping into its potential? This Pinterest analytics guide will equip you with the know-how to interpret your Pinterest data and use those insights to refine your Pinterest strategy. Whether you’re just starting with a Pinterest account or looking to level up your current marketing efforts, this comprehensive guide is here to help.
Contents
Why Pinterest Analytics Matters
Pinterest Analytics gives you a detailed view of your audience insights and how they engage with your Pinterest content. With 463 million Pinterest users, the platform offers a large opportunity to market your products or services. Understanding how users interact with your pins helps you make informed decisions about your content strategy, especially concerning individual pins.
Key Pinterest Metrics: A Breakdown
Let’s explore the key metrics in Pinterest Analytics. Understanding these metrics and how they work together can help you make smarter marketing choices.
Impressions
Impressions measure how many times your pins appeared on screen. This includes home feeds, search results, and category feeds. A consistent 10% month-over-month growth in impressions is a positive sign. This often indicates good Pinterest SEO.
Closeups and Closeup Rate
Closeups track how often users click on your pins for a closer look. A high closeup rate signifies intriguing content that captures attention. Use this metric to understand what visuals and details grab your audience’s attention and adjust your content creation process accordingly.
Saves and Save Rate
Saves (formerly repins) reveal which pins resonate enough with Pinterest users for them to save to their boards. This is crucial for brand visibility. Saved pins also show up on followers’ feeds, extending your reach.
A growing save rate tells you your Pinterest content strategy has found its sweet spot and resonates with your target audience. Pay attention to the content of pins with high save rates to replicate success.
Clicks: Outbound, Pin Clicks, and Click Rates
Outbound clicks track clicks on the destination URL within your pin. They measure how effectively Pinterest drives traffic to your website. Pin clicks show how often users click on your pin, whether to enlarge it or visit the link. Outbound clicks and pin clicks together provide insights into what encourages audience clicks and where there’s room for improvement. Consider pin variations when analyzing.
Pin click rate, the percentage of clicks relative to views, shows the effectiveness of your calls to action. A high pin click rate suggests compelling visuals and effective call-to-actions. Meanwhile, a low rate could signal a disconnect between the visuals and description. Monitor times pins are posted and check whether times pins are posted correlates with click rates.
Engagement and Engaged Audience
Engagement shows the total interactions on your Pins: saves, clicks outbound clicks, clicks, saves, pin clicks outbound clicks, and closeups. The Engaged Audience metric represents the number of users who’ve interacted with your pins in some way: saves pin clicks, pins viewed. This allows you to better analyze audience behaviors, particularly which types of content they interact with most and adjust your strategy accordingly. It’s one of the audience metrics that offers insight into the success of marketing efforts on the platform.
Combining engagement and total audience (463 million users) offers a clearer view of audience behavior. Track these along with total audience when building your Pinterest analytics guide. Remember to analyze these audience metrics in tandem with data on the total number of Pinterest users.
Pinterest Analytics Tools
Pinterest’s built-in analytics are a strong starting point. However, there are also additional analytics tools you can use to refine your Pinterest analytics strategy. Let’s discuss them to make your analytics Pinterest guide as comprehensive as possible.
Native Pinterest Analytics (Pinterest Analytics)
With a Pinterest business account, you can access Pinterest Analytics. It gives a high-level overview of impressions, engagements, total audience, and engaged audience. It also provides details on monthly metrics and video performance (ideally 6-15 seconds). These details can significantly impact your content creation choices.
Tailwind (Tailwind)
Tailwind is a social media scheduling tool with built-in analytics. It tracks ROI, including site visits and revenue generated from Pinterest. It also provides valuable insights through features such as interest heatmaps and trending reports, making it a valuable tool for any pinterest analytics guide.
Olapic (Olapic)
Olapic focuses on user-generated content (UGC). This platform lets you track your influencer engagement and campaign ROI through its detailed reporting features, making it easier to determine how well UGC resonates with your audience.
Google Analytics (Google Analytics)
Google Analytics is a great tool to include in your pinterest analytics guide. This lets you understand how Pinterest activity influences website traffic. You can track which website pages receive traffic from Pinterest and optimize your Pinterest marketing approach and website content accordingly. Claim your website to start utilizing the powerful benefits of this analytics platform.
Putting Pinterest Analytics to Work
Here’s where we see a Pinterest analytics guide come to life. This involves using the data from these analytics pinterest tools to understand user behavior and create targeted campaigns.
A Real-World Example
Allie Billings, a Pinterest management expert, incorporated video pins into client Fiona Wong’s Pinterest (The Wild Pixel). This resulted in a significant increase in impressions and engagement, with Fiona’s account growing to 355,000 monthly viewers. This example highlights the potential for significant audience growth achievable through understanding and leveraging analytics tools. The success of using videos in Fiona Wong’s marketing is a great illustration of how a content platform can boost marketing efforts when utilized strategically. Consider how this story informs which keywords pin and save best.
With almost half of Pinterest users (45%) in the USA having an annual income exceeding $100,000, this success highlights Pinterest’s potential. Another real-world example involves a women’s fashion brand selling higher-priced items. By incorporating videos showcasing new collections, their website traffic from Pinterest increased significantly. This further reinforces the effectiveness of using video pins and demonstrates how businesses can drive engagement with video pins.
Using Your Pinterest Analytics Guide
This Pinterest analytics guide gives you the tools to transform raw data into an effective Pinterest strategy. Understanding your target market and setting goals are key for success. B2C companies often rely on Pinterest for bolstering their brands’ reach and engagement, given the platform’s primarily female demographic.
For instance, B2C beauty brands selling exclusively to women over 40 could run highly successful advertising campaigns. These can be aimed at older Millennial or early Boomer women, leveraging user demographics and audience behaviors provided by Pinterest Analytics. Home décor retailers can use Google Analytics to understand trends in their product sales and develop targeted marketing campaigns. If they see a huge upswing of incoming links from their outdoor décor collections, they can use this data to realize customers might also be interested in other related products like backyard string lights. These insights enable accurate conversion optimization with paid media and inform adjustments in marketing strategy.
FAQs about Pinterest Analytics Guide
How to analyze Pinterest analytics?
To analyze Pinterest analytics effectively, start by understanding the key metrics, especially those relevant to your business objectives. Look for patterns and trends over time. A sudden surge in saves might suggest a successful Pin design or that your content platform strategy is working. Experiment with different content types to see what resonates best with your audience.
Comparing metrics helps you understand their correlation. High closeups with low outbound clicks might mean your visuals are appealing but your calls to action are not effective. Analyze your destination URL to ensure the content aligns with what your pins are suggesting users will see after clicking.
How do I read Pinterest stats?
Start by sorting your data in Pinterest Analytics by timeframe and device type. This will help you to pinpoint any significant trends in engagement and audience behavior. Look for patterns in pin clicks, saves, and link clicks to better understand your audience.
Don’t just focus on volume. Click-through and engagement rates are also valuable metrics. They show how effective your Pins are at driving action. Utilize the CSV export feature in Pinterest Analytics for more in-depth analysis. Consider incorporating a saves pin section into your analytics guide.
Is Pinterest analytics free?
Yes, Pinterest Analytics is a free tool available within Pinterest. You’ll need to create a free business account to access it. The desktop version provides more detailed data views than the mobile app.
How accurate are Pinterest analytics?
Pinterest analytics data is an estimate. Keep in mind that some of your charts may require sufficient data to display correctly. It’s best to use this information to identify general tendencies rather than relying on it as absolutely precise data. Comparing data from Pinterest Analytics with other platforms like Google Analytics can offer a clearer, more complete view of website traffic patterns. If you run into trouble seeing any data for conversion insights or your dashboard, ensure that you’ve selected conversions campaigns as a goal within your Pinterest settings. If you have a small account without a huge audience just yet, there may also be times where your account won’t have enough data in order to fully populate all charts, which is expected behavior during earlier account growth stages.
Supplement your data analysis with feedback from other social media and web analytics software, along with your own marketing experience. This will help validate the trends reported by Pinterest Analytics. For deeper insights about your brand visibility and awareness, explore paid analytic reporting software. Community forums can also be helpful in assessing audience resonance.
Conclusion
This Pinterest analytics guide empowers you with the tools and information to transform data into actionable insights. A thoughtful Pinterest analytics strategy combines data analysis with an understanding of user intent. Regularly check your data, adapt to changing trends, and experiment with content to keep refining your Pinterest marketing. Curiosity and consistent effort will lead you on a path toward Pinterest success.
