With Pinterest's analytics tools, you can determine exactly where your campaigns are going. Knowing how to get the most out of them will keep your Pinterest business strategy updated.
Pinterest recently rolled out a platform update that includes some changes to the metric definitions. Close ups are now Pin clicks. Link clicks are now Outbound clicks.
The update also goes beyond the jargon. By default, metrics only show data from the original Pins that you create. They no longer contain any data from the pins you have saved.
Whether you're starting from scratch or need a refresher, learn what metrics to track, what they mean, and how to properly read Pinterest Analytics.
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How to check your Pinterest Analytics
To use Pinterest Analytics, you need a business account. If you haven't set one up, here's how to do it. Then follow the steps below to check the analysis on desktop and mobile.
On the desktop:
1. Sign in to your Pinterest (Business) account.
2. Click on Analytics in the upper right corner.
3. Choose overview from the drop-down menu to track the performance of your Pins and Boards.
4. From here, use the drop-down menu to access the data you need:
- Insights into the audience for follower analysis
- Conversion Insights track paid campaigns
- Video for video specific statistics
- Trends to see what's popular on Pinterest
To check a Pin's statistics, click on a Pin and select Show more statistics.
On the phone:
1. Open the Pinterest app.
2. Tap your profile photo in the lower right corner.
3. Scroll down to Your analysis Section and tap See more.
4. You can also tap on your profile Business hub to see how your content is performing.
Note that the data that Pinterest provides in Analytics is an estimate. Some charts require a minimum amount of information to be displayed.
15 Metrics To Track With Pinterest Analytics (And How To Read Them)
If you don't know how to read Pinterest Analytics, they won't be of much use to you. Learn how to define and contextualize Pinterest metrics so you can turn insights into opportunities.
General Pinterest analysis
What it measures: The number of times your Pins have appeared on the screen. Note that the same user can log multiple impressions.
Why it matters: Impressions show the number of times people have seen your Pins on the platform. High pin impressions are a good sign that your content is trending or that your hashtags, keywords, and timing are working well with the Pinterest algorithm.
What it measures: The total number of unique viewers who saw your pin.
Why it matters: As opposed to impressions, Total audience shows how many people have seen your Pin. When the impressions are much higher than yours Total audienceIt means that some people have seen your pin many times. This can happen, for example, when a popular pin is saved on many boards on the platform.
Stores (also known as repins)
What it measures: The number of times someone has saved your Pin on one of their boards.
Why It Matters: A pin memory is an indication that someone is seeing value in your content.
What it measures: The total number of clicks or your PIN saved.
Why It Matters: Engagement is a key barometer of Pin performance and how it is received on the platform. Use this metric with Total audience to calculate and evaluate your engagement rate.
What it measures: The number of people engaged in your Pins.
Why It Matters: There are many ways someone can engage with a pin. This metric gives you a better understanding of the number of people who saved, responded to, commented on, or clicked on your PIN.
If your engagements are much higher than those of your engaged audience, don't get it wrong. It tells you that the people who deal with your Pins are very engaging.
Pin clicks (formerly close-ups)
What it measures: The total number of clicks on your Pin. This number includes clicks that lead to content on and off Pinterest.
Why it matters: Pin clicks are proof that something in your Pin, like the graphic or copy, caught someone's eye and inspired them to take a closer look.
Outbound clicks (formerly link clicks)
What it measures: The total number of clicks on the destination URL in your PIN.
Why It Matters: A good CTR shows that people want to know more about your content and that your calls to action are working. If conversions are one of your primary goals, one of the best ways to measure the effectiveness of your Pinterest strategy is clicks.
What it measures: The number of people who followed you after seeing a particular pin.
Why it matters: If someone decides to follow you after seeing your content, you may want to look for ways to emulate that content – especially if Pinterest follower growth is one of your goals.
Source: Other pens
What it measures: Statistics for Pins created by others from your claimed accounts, such as: B. your website or your Etsy shop.
Why It Matters: Most Pinterest Analytics charts can be filtered by source. Select Other to see people pin your content from your other line properties. Use this filter to get inspiration, connect with your community, and find potential employees.
Add these Pins to a user-generated content board to keep track of how it works. And if some of them are doing exceptionally well, treat them as inspiration for your content.
What it measures: An overview of the top performing boards you've created or that have your pins in them.
Why It Matters: Knowing how Pinterest users sort and discover your content is invaluable to your content strategy. Sort by source to see which of your boards are performing the best and compare them to the boards other Pinterest members have created.
Pinterest audience analysis
What it measures: Insights from the Pinterest Analytics audience include language, gender, device statistics, and data on categories and interests.
Why It Matters: The better you understand your audience, the higher the chances your content will connect. You can use demographic data to optimize your Pinterest strategy so that you publish Pins at the best time of day, share region-specific offers or promotions, or even publish in a different language. To better understand what characteristics make your audience unique, compare them to those all Pinterest users.
What it measures: Affinity is a percentage that shows how much an audience cares about a particular topic compared to the general Pinterest audience. The higher this number, the more likely it is that your audience is engaging with this topic.
Why It Matters: Knowing what your audience is interested in can be a great source of content inspiration. You can also target specific affinities with Pinterest ad campaigns.
Pinterest Conversion Insights
Conversion Insights are currently in open beta. So expect minor adjustments in the near future.
Top conversion pens
What it measures: In the "Conversions" section of Pinterest Analytics, you can measure your Top Pins against various conversion goals. These goals include impressions, saves, pin clicks, page visits, add to cart, and checkout.
Why It Matters: It's worth checking out how the Pins stack up depending on your goals. Check to see if some Pins have better control over certain actions. If this was not the intention, then analyze why it may be. When certain Pins outperform everyone else in each category, you may have stumbled upon a formula for success.
What it measures: The number of times people have visited your website from Pinterest. In order to track website conversions from Pinterest, you need to claim your website.
Why It Matters: Keep an eye on this metric if website conversions are one of your goals. Measure it against the "Add to Cart" and "Checkout" metrics to see if your website is reaching its full potential.
Add to cart and checkout
What it measures: The number of times people have added items to their shopping cart or checked out after a Pinterest recommendation.
Why It Matters: These metrics should be displayed along with page visits. If your page visits are high but your cart and checkout metrics are low, look for ways to optimize your web pages. If the number of inventory added to the cart is high and the checkout is low, it may be useful to fix checkout errors or send a follow-up email to customers who do not complete their purchases.
3 Pinterest Analytics Tools to Help You Track Your Success
The analytics built into Pinterest provide a pretty comprehensive view of your performance on the platform. However, these tools can help you understand how Pinterest is performing and make your job a little easier.
1. Hootsuite Impact
With Hootsuite, teams can create, assign, publish and schedule Pins from a single dashboard.
With Hootsuite Impact, your team can easily see which campaigns are running and which ones may be in need of a paid boost. You can also track website visits and ecommerce revenue generated from your Pins. With a clear understanding of your Pinterest ROI, you can plan more successful campaigns for the future.
If you market across multiple social media platforms, you can also see your Pinterest performance alongside other social networks. This can help you understand at a glance how your larger social strategy is working.
2. Google Analytics
Google Analytics is a good comparison tool for comparing Pinterest's performance with other social and referral data. When you log into Google Analytics, click on "Tracking" and then click on "Social" to see how much website traffic is coming from each social network. You can also use Google Analytics to determine which websites are the most popular and to create related Pinterest content.
If you're not sure how to set up your social media dashboards in Google Analytics, check out our 4-step guide.
Social analytics is often limited to tracking and measuring your performance. But it's also important to keep track of how other people are creating and sharing content about your brand online.
Mentionlytics searches Pinterest for references of your brand and displays them in the Hootsuite dashboard. Track the mood, see what content is the most inspiring on Pinterest, and join the conversation.
Save time on Pinterest with Hootsuite. From a single dashboard, you can schedule and publish Pins, create new boards, pin multiple boards at once, and run all other social media profiles.
Try it for free
Schedule Pins and track their performance along with your other social networks – all in the same easy-to-use dashboard.