Understanding Pinterest Analytics will help you understand the different ways people are engaging with content from your site and Pins from your profile!
Here at Simply Social You I’m just getting started on my Pinterest journey, and I thought it might be helpful to my readers if I share what I’ve been learning about Pinterest with my readers as I set things up.
First on my list – understanding Pinterest Analytics. Ready? Let’s go!
Why Be Active On Pinterest?
Pinterest provides more referral traffic than any other social media site not named Facebook. As a matter of fact, Pinterest is the #2 referrer of traffic to websites on the entire Internet, not just compared to its social media counterparts. The site passed the 150 million active monthly users mark in late 2016, and is still growing rapidly.
Now that you have some idea about how big Pinterest can be for your business, let’s talk strategy.
When you want to track your social traffic on Pinterest, the best way to do it is to use the native analytics that the platform offers.
Pinterest Analytics enables you to see the following:
- How many images have been pinned from your website
- How many people are pinning images from your website
- Which pins are being saved (repinned)
- How many visitors are saving your pins
- How many impressions your pins received
- How many unique visitors looked at your pins
- How many times people clicked on your website from your Pinterest
- How many visitors clicked through to your website
- Most recent pins
- Most saved pins
- Most clicked pins
- What your followers are into
- And much, much more…
So, you can see that understanding Pinterest Analytics is KEY to optimizing my Pinterest account in order to drive traffic to Simply Social You!
Using the Pinterest Analytics Tool
Over the last few years, Pinterest has done a few things to provide better analytics to business owners. Let’s take a look at a few ways you can analyze your Pinterest presence and marketing efforts, to make sure you are getting the most out of the social media giant.
To get Pinterest Analytics, you’ll need a business account first. If you’re already using a personal Pinterest account for your business, you can easily convert it to a business account.
Then, to gain access to the analytics tools Pinterest provides, you first have to verify your website. The process is explained by Pinterest at the following link: https://help.pinterest.com/en/articles/confirm-your-website.
Once your website has been confirmed, you will see an “Analytics” tab in the drop-down menu under “Settings”. You can create a filter to analyze any day range on the provided calendar, or quickly look at activity from yesterday, 7 days or 14 days.
The Pinterest Analytics Dashboard
The Pinterest analytics dashboard is broken down into 3 major tabs. These are:
- Your Pinterest Profile
- People You Reach
- Activity from your website
You are able to export the data from each of those tabs into an Excel spreadsheet for deeper analysis.
Let’s take a look at some of the more important pieces of analytics data Pinterest provides.
Your Pinterest Profile
Your Pinterest Profile is divided into the following subsections: Impressions, Repins, Clicks and All-time.
The Impressions section reveals how many views your pins got on Pinterest for the selected time frame.
By looking at the ‘Top Pin impressions’ section of this page, you can see which of your pins performed best in the last 30 days. Pinterest Analytics shows you the number of impressions, clicks, saves (repins), and ‘type’ (for example, ‘R’ for “rich” pins) for each of your top performing pins.
Below the “Top Pin Impressions” section, you can also see these same stats for your best performing boards, in the “Boards with top Pin impressions” breakdown.
The Saves section shows you the number of daily saves and savers.
Then, below that you’ll find two sections – an overview of the most saved Pins from the last 30 days and then the same for Pinterest boards.
The Clicks section shows the number of visits to your website from Pinterest.
The top chart shows daily clicks and daily visitors, and the additional information shows your most clicked pins and the boards with the most clicked links.
This is a really interesting section that showcases all of your best-performing Pins in the following categories:
- Most saves: The Pins that have received the most saves since you created your Pinterest account.
- Best in search: The Pins that rank highest in Pinterest search.
- Power Pins: Pins with a high mix of saves, clicks and more. In other words, these are the pins that have received the most engagement from other Pinners.
This section can really be sliced and diced to see what works best with your audience!
People You Reach
This area – previously known as the “Audience” section – has some pretty interesting information for you. There are two tabs: Demographics and Interests
The main graph in the Demographics section shows the number of people who see your Pins and who act on your Pins. What’s really important in the top chart is the trends. Keep on top of what has happened in the past, and then try to keep the numbers increasing.
Besides the chart, we find information about the country, the major metropolitan area, language, and gender of your audience.
For Simply Social You, most of our audience is from the US and lives in Los Angeles, New York, Atlanta, Chicago or Dallas-Ft. Worth. Additionally, the majority is English-speaking, and 74% of our audience is female.
Since I am targeting English-speaking women with SSY, these are exactly the demographics I’m looking for. If the results were different – say, 75% European men – then I would need to take a good look at the marketing messages I’m sending out!
This section gives you some really interesting information divided into three sections: Interests, Boards, and Brands.
Shows you what other topics your audience is “into.” You can see from the picture below that the SSY audience is into DIY Home Decor, Recipes, DIY and Crafts, Home Decor, Fashion, Desserts, Travel, Hairstyles, Makeup, Photography and Healthy Snacks.
While it may seem that this information is not very useful, that’s not really true. It helps me get a better idea of the women (primarily) who are interested in what SSY has to offer. It can help me form my ideal client avatars and learn where else on Pinterest my audience might be hanging out.
Shows you Boards with lots of your Pins. This gives you an idea of places your pins have found a home, and perhaps boards you should be following yourself.
Shows you businesses with which your audience engages. This section can help you determine if you’re pinning the right things.
For example, the Simply Social You audience is also engaging with WordPress.com, Bloglovin’, YouTube, Buzzfeed, and Google, among others. This is a great match to my intended audience interests!
Activity From Your Account
This section deals with all the pins that originate on your website and lead back to Pinterest. In my case, my account is my verified website/blog – http://SimplySocialYou.com.
The key to using this Pinterest data most effectively is understanding that the images must have originated on your own website for them to count in these metrics.
This is actually a good thing because the whole point of using Pinterest for business is to lead people back to your site, and pins that start on your site will lead people back to your site.
In this section, we find separate pages for Impressions, Saves, Clicks, Original Pins, All-Time, and Pin It Save button.
This tells you exactly how many pins come from your verified website or blog.
How can this information be helpful? It tells you if your site content is interesting and engaging enough for web visitors to pin. You also discover what topics and keywords are the most popular with web visitors that pin your content.
The two sub-section here are “Top Pin Impressions” and “Boards with Top Pin Impressions.”
How Pins from your website spread across Pinterest!
Saves (or “repins) can be considered the “currency” of Pinterest. This metric reveals “the daily average number of pins from your website that were saved. As with the “Impressions” data, this reveals if your content is visually engaging. If this number is low, ramp up the visual impact of your site.
If you can get Pinterest users to repin your content on their boards, it shows up in the feeds of all of their followers. Looking at your most repinned content shows you what type of visual engagement is working best.
The two sub-sections here are “Pins People Save Most” and Boards with Pins People Save Most.”
Visits back to your website from Pinterest. This number is pretty self-explanatory. This tells you exactly how many different users went from Pinterest to your website or blog in a given period of time, and how many total visits those unique users made.
With Pinterest marketing, what really matters is which of your pins and boards are driving the most traffic to your website. This metric reveals exactly that, giving you an idea of what content you have on Pinterest that engages users in such a manner that they feel compelled to click through to your website for more information.
The two sub-sections here are “Most Clicked Pins” & “Boards with the Most Clicked Pins.”
The newest pins created directly from your website.
Clicking one of the items listed provides more information on the pin: who pinned what to what board.
This is just like the section of the same name in the “Your Profile” section, except that it exclusively shows pins that link back to your verified blog or website.
Pin It Save Button
As Pinterest says – the Pin It Save button helps your Pins “spread across Pinterest!” 😀
This section presents a graphical interview of how many times a Pin It button is shown on your verified website, and how many times this button is clicked. Diving a little deeper, it also shows how many clicks on that button resulted in the creation of a Pin.
A second graph displays the activity on Pinterest from the Pin It button. The data on this graph shows you
- How many impressions were generated by Pins created from your verified website.
- How many saves these Pins got.
- And how many times those saves generated clicks to your website in return.
(Remember, though – these graphs ONLY show data for the last week (7 days) that results from clicks on the official Pin It button.)
As you can see – there’s not really any activity here yet for Simply Social You since I’m just starting up with Pinterest.
Understanding Pinterest Analytics For Better Results
Understanding Pinterest analytics can help you improve your Pinterest account and to do more of what is working and less of what is not working.
Remember, though, you have to act on the information provided in order to improve your business! After all, the whole point of looking at analytics is to do something about them, and Pinterest keeps improving their native analytics as they get feedback from Pinners!
Other Forms of Analytics
Other ways to study and track your Pinterest traffic are to use other forms of analytics such as:
Google Analytics – If you have Google Analytics on your website then you can look at traffic sources and see which social media is sending traffic to your website. You can also set up custom traffic referral specifically from Pinterest.
Tailwind – This is a fully-featured Pinterest management system. It helps schedule pins based on an algorithm to determine when it’s the right time to put the pins up, in addition to analytics.
Link – http://www.tailwindapp.com/
Using these tools to help you make and other social media work for your business is an important part of social media marketing. If Pinterest is going to be a large part of your social media marketing efforts, using one or more of these tools will make everything easier!
Understanding Pinterest Analytics – Your Turn!
Hopefully, reading through this article has increased your understanding of Pinterest Analytics. I’d love to hear any tips and tricks you may have for understanding and using Pinterest Analytics to increase traffic to your blog or website, and any other analytics services you may use.
Share with us in the ‘Comments’ section below!