Scared that your Pinterest pins won’t make the cut? Want your pins to reach a bigger set of audiences? If yes, you need a thorough understanding of Pinterest Analytics and how you can nail your marketing strategy.
With over 459 million active users each month, Pinterest is not the one you should ignore, as it has the potential to reach more audiences than Snapchat and Twitter.
Pinterest analytics enable you to target the right audience, who are interested in what your board has to offer. They also help you skyrocket the pin’s reach, ensure a higher conversion rate, and build a better community.
Tracking the analytics helps you create content that resonates with the target audience.
In our beginner’s guide to Pinterest analytics, we will walk you through all the metrics that matter and what each one of them means. At the end of this guide, you will be able to build a winning Pinterest marketing strategy!
Table of Content: Pinterest Analytics
Why Do We Need Pinterest Analytics?
Tracking Pinterest analytics is much more than just keeping tabs on how many people saved your pins. It is the only way to find out how well your content is doing, which one of your boards is performing in the best possible way, and what content strategy supports your business goals the most.
Tacking Pinterest analytics ensures that you know what pins drive the most traffic, have the best conversion rate, and puts you on a fast track to success. By gaining a better understanding of all these actions, you will be able to tweak your marketing strategies in a way that will lead you to success.
Pinterest Analytics Requirements
Firstly, you need a business account to make the process fast and efficient. Once you create a business account, it is a pretty straightforward process. As soon as your account is converted, you will have complete access to all the native analytics that Pinterest offers and will be able to set up ad campaigns.
Secondly, you need to claim your website to verify that you are authentic. Verifying the website will mark the site with a small globe icon and a profile picture originating from the site.
When someone saves a pin from your website, your profile picture will appear next to it.
These are the only two requirements to gain access to all analytics from Pinterest. If you want to go the extra mile, you can also do the following:
- Install a save button on the website so that your users can easily pin from the boards. This will also allow Pinterest to generate data on pins that send you the most referral traffic from Pinterest.
- Add a Pinterest tag to measure the actions that users take after coming across the promoted pins.
- Lastly, use the rich pin for products, articles, and apps. This will help generate more information on the pins when a user pins from your site.
Pinterest Analytics – An Overview
Pinterest Analytics is a free tool from the platform available to everyone with a Pinterest business account. It enables you to sort your data and track pins’ performance over a specific period.
You can track the overall performance of all your boards, pins, and paid posts. From the overview tab, you can see the best performing boards and pins from the past month. From the tab, you can:
- Filter results: You can use the filter panel on the Pinterest Analytics tool to view your content by different metrics, dates, content type, device, claimed accounts, or the source and format.
- View top pins: View all the top-performing pins sorted by Pinterest impressions or engagements.
- Export data: Use the export option in the top left corner to download the analytics and reports.
The insights help you make better decisions and customize pins according to the content that your audience wants to see.
Top Performing Pins And Boards
When you filter the data in the analytics, you will be able to view the top-performing pins and boards for that specific filter for both paid and organic content.
To do that, you need to sort the pins by impressions. The top-performing posts will be the ones that people have interacted with the most. You can do the same for engagements, pin clicks, or saves!
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Pinterest Analytics – Key Metrics
Pinterest has a whole set of power-packed metrics to help improve your pin strategy. To access the full set of analytics, go to the Analytics tab on the top left corner and select Overview.
If you don’t know how to read the analytics according to the metrics, you won’t be able to either track or use them correctly. Here is a quick rundown of how you can put the analytics to fair use!
12 Key Metrices To Track
- Engagement Rate
- Pin Clicks
- Pin Clicks Rate
- Saves (or Repins)
- Total Audience
- Engaged Audience
- Monthly Total Audience
- Monthly Total Engaged Audience
- Outbound Clicks
- Outbound Click Rate
Impressions are the number of times your pins were shown to the users on the screen. Keep in mind that the same user can view your pins multiple times, and each time they would be counted as a new one.
Impressions indicate how on-trend your pins are or how well your hashtags are doing. It will also help you figure out if your posting timings work with the Pinterest algorithm. You can track the impressions for both paid and organic content.
Engagements are the total number of times the user clicks or saves a pin. Engagements are a pretty important Pinterest metric because it acts as a barometer for pin performance to calculate your engagement rates.
Engagements include saves, outbound clicks, carousel card swipes, and pin clicks.
Engagement rate refers to the total engagements divided by the total number of times your pins were seen or impressions. Here the engagements only include the saves, clicks, and outbound clicks on each pin.
Pin Clicks are the total number of times a Pinterest user clicks or taps on the pins to take a closer look at them.
Often, people tap on the pin to look at it because they want to know what the pin is about.
This is a pretty accurate measure of how relevant your content is and how much it resonates with the target audience. If you see a higher number of clicks on the pins, you might want to dig in deep and find the reason behind the increase in clicks.
Learning about them in-depth will allow you to find out what exactly the audience finds interesting. Is it the information, or the design template, or something else?!
Pin Clicks Rate
If you want a percentage of how well your pins are performing overall, the best way to do that is by keeping a close eye on the pin clicks rate. By monitoring the graph closely, you will be able to identify the days with the highest clicks!
This could be either because you shared more pins that day or your content was more relevant.
Saves (or Repins)
Saves is the measure of times when someone likes your post and saves it onto one of their boards. A saved pin indicates how much value you are packing in the content that goes up on your profiles.
You can also calculate the save rate by dividing the total number of saves by the total number of pins displayed on the screen. Alternatively, you can use the save rates analytics from the drop-down.
The total number of unique viewers who saw your pin is the total viewers. Unlike impressions, total audiences tell you the actual number of viewers who saw your pins. You might experience a higher number of Pinterest impressions, but that simply indicates that the same person views your pins multiple times.
This might happen if the topic you pick is trendy or if the search authority is very high.
The engaged audience is the total sum of the people who engage with your pins. It matters because, on Pinterest, there are multiple ways to engage on a pin. This metric will enable you to outline a more precise understanding of how well your pins are doing. It includes all the saves, reactions, and comments/clicks on the pins.
If your engagements are higher than the total number of engaged audiences, it means that your audience is highly engaged and thoroughly enjoys the content you put up. Since all your pins are super engaged, it means that you are doing a pretty good job!
Monthly Total Audience
The total number of people who saw your pins or engaged with them in the past 30 days is the total monthly audience. This is one of the most useful metrics if you want to create comparison reports and check on the monthly progress.
Monthly Total Engaged Audience
The total number of people who engage with your pins in the past 30 days is the monthly total engaged audience.
Pretty much like the total monthly audience, the data points represent a cumulative count of the visitors who engaged with the pins in the past 30 days. Depending on what your monthly goals are, this metric is beneficial to plan quarterly strategies.
The number of times people perform actions that lead to the desired destination, either a website or a blog, is the total number of outbound clicks. This is a really good measure of how many leads turn into paying customers and help you generate ROI.
Outbound Click Rate
The total number of clicks that the destination URL receives with the pin divided by the pins’ total number of views is the outbound click rate.
A reasonable outbound click rate shows that people are intrigued by the pins you are uploading on the boards. It shows that people want to learn about the content and your CTAs are working.
If you aim for conversions from Pinterest, then the outbound click rate is one of the best ways to keep track of the Pinterest marketing strategy’s effectiveness.
The Power Of Scheduling And Tracking Analytics With Social Champ
At Social Champ, we believe in results and not empty promises, which is why we experimented. We used the Pinterest scheduling tool to schedule our pins for a month, and we started seeing results in less than a month.
We witnessed our monthly views increase from 137 to 5.7 thousand within a month, which is a considerable feat. Not only this, but our clicks went from 0 to 65 and saves to 167 per month. Our Pinterest impressions were also around 58.3k!
Social Champ enables you to track your results from the analytics in addition to the ones provided by Pinterest Analytics. All these metrics combined will allow you to create a winning marketing strategy just like we did.
Want to check out the other benefits of using Social Champ and how you can easily schedule pins on Pinterest using it? Check this out:
By tracking and analyzing Pinterest Analytics, including Pinterest impressions and others, you will be able to optimize your content strategy and build a brand that the target audience can relate to. This way, your Pinterest marketing strategy will be the one that pushes the audience to engage with the brand and convert leads into paying customers!
So what are you waiting for? Join the Pinterest bandwagon now and keep a close eye on the analytics!