Guide to Understanding Pinterest Analytics
Social media analytics is a powerful tool in your marketing arsenal. Not only can they tell you how your content performs on social media like Twitter and YouTube )…), but they also give valuable insight into your target market as well as new business opportunities.
Pinterest Analytics allows you to see what your followers are pinning from your profile, website, and other social media platforms.
Does that sound appealing? All you need is a Pinterest account and a verified tag.
After you’ve completed all the necessary steps, log in using your credentials. Click on the Analytics tab at the top left corner to get started. You can also log in directly at analytics.pinterest.com
There will be a dropdown menu that offers four options for exploring Analytics. There are three options to explore Analytics: Profile, Overview, and People You Reach.
Analytics Definitions
These key metrics will be displayed in your Pinterest Analytics account.
Impressions
The number of times a pin appeared in the search results and Home Feed.
Clicks
Your profile’s Pins count.
Average monthly viewers
The average number of people who view your Pins.
Average monthly engaged
The average amount of people who click on your pins via Repinning and Clicking.
Understanding & Using Your Overview Tab
The Overview tab in your Pinterest Analytics account provides a quick overview of the segments Pinterest is collecting data from. This includes your Pinterest profile and the people you reach as well as your website activity.
Pinterest breaks down each category into time-dependent data that can be compared with another data point. avg. Daily Impressions are the number of times your pins have been shown in search results, categories, and the Home Feed. This is different than the avg. Pins are viewed every day.
This will show you your average viewers. The average viewer (or the average viewer) Total number of people who clicked on your Pins
Last, your website data shows the average Daily pin impressions from your site vs. your avg. Everyday viewers.
Click on the Overview tab to see the top-performing Pins on your site.
This chart shows the top Pins from your website, sorted by impressions. This chart shows engagement broken down according to clicks, saves, and likes.
To see more information about each category, you can click on the overview snapshots. The Overview tab is not recommended for a detailed view of your Pins’ performance.
If you want to quickly check in on the performance of your account throughout the month, Let us take a closer look at this data and how it can impact your business.
Learn & Use Your Pinterest Profile Data
Pinterest Analytics gives you a comprehensive view of your Pinterest account.
Pinterest gives you a range of options when you click the tab. This default view is the Impressions/Viewers chart, which we had previously in the Overview tab. You can change the date range for this comparison.
You can choose from 7 days, 14 days, or 30 days. You can also use the calendar to select a date range.
You can filter impressions by device type to see which devices perform best. Next, select the device you want to evaluate.
This information is used to optimize pins or websites based on the most popular devices. Pins and links to your website will look great on iPhones.
Pinterest gives information below the chart on how each pin and Board performs.
Top pins let you see the performance of each pin, not just from an impressions perspective but also in terms of clicks, saves, and other metrics.
This view shows Shopify Pin and Etsy Pin have higher click-to-impression ratios than other Pins. You can give these posts more life by clicking on “Promote”
You can also use the Boards data to see which topics/categories generate the most interest. Reviews however have received the most clicks. This is in comparison to the highest clicked Pins. These were both pinned to our Reviews Board.
These data will inform us next editorial calendar. our tool reviews are very popular with Pinterest followers. To satisfy their desire for more information, we could also create comparison posts.
While the Impressions view seems to have all the information, you’ll need to toggle between each metric to get the best out of your profile analytics. You can view Saves, Clicks, and All Time data.
Clicks and Saves give the same information as the Impressions tab, but instead of ranking your Boards or Pins by impressions, they are ranked based on saves and clicks. This is dependent on the view you have.
These views also offer a graph that allows you to compare the avg. Daily saves to the avg. Everyday visitors/viewers
The time view shows you the most popular Pins of all time. You can use this data to evaluate all your pins according to different goals such as search, engagement, and Repinning.
No matter which views you’re in, data can be exported to a spreadsheet. Click the “Export data” button in the upper right corner.
Understanding & Using Your “People You Reach” Data
Understand your audience to understand their Pin habits and optimize your Pinterest account for your business goals.
**In October 2018, Pinterest granted early access to Audience Insights. This tool is very similar to People You Reach but more powerful and intuitive.
Before you roll out People You Reach, it’s a good idea to get familiar with them.
You can see demographic information when you go to the “People You Reach” area in Pinterest Analytics.
Pinterest automatically divides your audience into avg. Monthly visitors (anyone who has seen your pin) and avg. Monthly engaged (anyone that took action on your pin).
To access demographic information, this segmented view may be combined with the application segment view.
It is easy to see how Pinterest breaks down audience demographics into four groups. These categories are Language, Metro, and Country. You can view this data for your entire audience or just your followers.
These data are only valid for the past 30 days. It is important to keep track of major changes over time. However, even monthly demographic data can be extremely helpful in planning your Pinterest strategy.
You might be surprised at how many of your customers speak Spanish. It may be worth looking into Spanish-speaking countries for marketing opportunities.
Pinterest Analytics gives you insight into the interests of your audience and demographic information. It will also show you which boards your Pins are linked to and which businesses your audience is engaging with.
Let’s begin with interests. When you open the “Interests” tab, you’ll see a list of all the interest areas that your audience has. “
You can toggle the view to make it more focused on you or your followers. This will give you a better view.
We can see our main audience is interested in hairstyles, inspirational quotes, and travel. We can see how we can engage them.
This is a very different view than what we had expected. Because our audience is more likely to be interested in the format, they will be more inclined than others to interact with it.
This information can be used for writing topics. This information can be used to inform writing topics, e.g.
Pinterest provides interesting insight into your interests as well as the brands your followers interact with.
You can sort this view by either “all audience” (or “your followers”) as well. You can check our profile to see if our content is the same.
We can see a broad audience’s engagement with brands in the “Brands” section.
Understanding & Using Your Website Data
This view allows you to see the performance of your website’s content on Pinterest. When a visitor likes your blog and Pins it to their boards, you can view data for that interaction.
An overview graph will appear similar to the Analytics tabs once you click the “Website” tab.
Pinterest tracks your “impressions data” You can adjust your date range and drill down to specific app types to see how impressions/viewers vary across devices.
Pinterest gives you detailed information about the boards and pins that include your website content.
Pins is a search engine that shows the most popular content (or videos or images, etc.). ). The content that is most popular (or products or videos, images, etc.) on your profile.
If your pet apparel is for dogs and you have a lot of customers who love your small dog sweaters, it might be a good idea to make a board that has all the sweaters.
The boards display Pins from other people who link to your site. This information is used to determine how people organize and what content is most popular with consumers.
Let’s suppose that small dog sweaters are getting a lot of attention from Rescue Dog boards. Rescue dog supporters who want to make sure that their dogs stay warm in winter.
My Pins and Boards data will now be ranked according to impressions. This will let me see data sorted according to Pins saved by people linking to our website.
Before diving into data analysis, you need to establish a goal or solve an issue. This will help you decide which view you want to filter your insights.
Pinterest provides insight into Original Pins in addition to Impressions, Saves, Clicks, and All-time data. This number represents the number of unique pins created each day from your site.
Pinterest shows a graph that compares the avg. Daily pin creation to the avg. Daily people who save your pins. You can use this graph to see if your audience is creating more than one pin per week.
The Pins that have been pinned to your site are then displayed. This allows you to identify trends in the content pinned from your website.
The Original Pins section of your site is a great place for you to evaluate it. It will show you how easy it is to pin from your site. You can also see the button in your content. This will tell you how your website functions across devices.
If you search by “iPhone App”, you might notice a drop in the number of unique pins. This could be a sign that your mobile device is not optimized for Pinning. Your “Pin” button must work seamlessly on mobile devices.
Referral traffic can be assessed using your website data. If you click the “Pin It!” button, this view will display how much traffic to your site.
You can see the number of people who click on your Pins and how many small dog sweaters have been pinned.
Next steps
This data platform lets you see the interactions of your followers and potential audience with your content via social media.
Understand your audience’s needs and optimize your content for Pinterest and your website.
These steps will get you started.
- Learn if Pinterest is right for you.
- Set up Pinterest Analytics by creating a business account. You’ll need to start tracking your progress as soon as you can. Add the “Pin It” button to your website to get website data.
- Start Pining! Create boards and share original content. You can pin it whenever you like. Optimize, optimize, and optimize again!
