Social media is an instrumental component of any kind of business’s marketing strategy. But for customers, scrolling through the mass quantity of branded content across each social media platform can be stressful.
However , there’s one social networking site where users actually embrace branded content — Pinterest.
Pinterest can be an extremely useful tool for attracting consumers to your products. In fact , 66% of Pinterest users make a purchase after seeing the brand’s Pins.
Because of Pinterest’s power to influence purchases, it seems sensible to develop and maintain a strong Pinterest presence. And, whether your own business’s social media goals format with improving brand identification or increasing traffic, keeping an eye on analytics is critical for making sure your content strategy is successful.
In addition , JD Prater, an Advertisements Evangelist at Quora, informed me, “Keep in mind Pinterest is about discovery. Understand the Pinner’s trip and how it’s influencing future purchases — and not always today’s. ”
To ensure you can achieve your Pinterest objectives and see success on the system, we’re going to explore what Pinterest Analytics is, and show you the seven most important metrics you have to be tracking.
What is Pinterest Analytics?
Pinterest Analytics is Pinterest’s completely free, native tool that you can use to help calculate your performance on Pinterest. Pinterest Analytics lets you collect traffic insights — including thoughts and link clicks — so you can modify your strategy to better meet your users’ needs.
To access Pinterest Analytics, you’ll need a business account, that will also unlock the ability for you to create advertisements and promote Pins.
Why Use Pinterest Analytics
Pinterest Analytics offers the capability to sort your data from at any time period, so whether you aren’t doing a monthly or annual report, you’re covered. Information can also be sorted by device, which can be helpful when determining how you should optimize to get mobile versus desktop.
You may also export your stats in a CSV file, which will come in handy for your next report or even audit.
Now that we know a little more about Pinterest Analytics, a few see what tools we are able to use to get the most insight.
Pinterest Analytics Tools
1 . Pinterest Analytics
Of course , the main device we’ve discussed so far is definitely Pinterest Analytics.
When you go into Pinterest Analytics, you’ll see the dashboard divided into 3 major sections — User profile, Audience, and Website analytics.
Pinterest Analytics is also split into four sections — Opinions, Saves, Link clicks, plus All-time. Let’s explore all those four sections now.
1 . Impressions
Impressions are the number of times your Pin has been viewed. This could be through a wearer’s home feed, category feed, or search.
2 . Saves
Saves are the number of occasions someone has saved one of your Pins to a board. This is the way new people discover your content on Pinterest.
3. Link clicks
Link clicks are what drive your users to a destination — whether that will be your website, blog post, or another Pin.
Your All-time metrics include a variety of things dating back to the beginning of your Pinterest history. Here, you’ll be able to see your most popular Hooks, and the content ranked best in search.
Lastly, it’s important to take note — analytics should be utilized only once you fully understand the Pinterest user.
For instance, since Prater notes, “Before you start analyzing the data and drawing insights, it’s important to understand the Pinner journey. There’s no one way to pin. People’s pinning habits are usually diverse and are centered on the actual care most about (their interests). ”
2 . Tailwind
Another great tool you can use to assess your Pinterest metrics is definitely Tailwind. Tailwind is a social media marketing scheduling tool for Pinterest and Instagram that includes analytics as a part of its features.
The tool goes beyond pride metrics and tracks supporters, engagement, and even virality. You may also track your ROI by looking at visits, transactions, and revenue down to the specific pin number.
Additionally , there are powerful blocking tools so you can uncover insights by board, interest heatmaps to verify that you’re focusing on the right content, and trending reports to see what’s trending right now even if it was pinned months ago.
If you’re looking for a detailed tool with a wide range of insight, Tailwind might be worth exploring.
ViralWoot is a social media scheduling plus analytics tool that can help you receive your bearings on your Pinterest analytics.
This tool includes an influence score, which will help you understand what you need to do to boost your own Pinterest presence.
Besides the influence score, all the important metrics are available to track with this analytics tool. A great feature from the ViralWoot is the straightforward explanations that can help you actually understand your analytics. You can learn what the best days and times in order to pin are, how to increase your search impressions, and discover trending keywords on Pinterest.
Olapic is an helpful user generated, influencer, short-form video enterprise content platform that helps brands drive engagement.
With its scheduling and analytics tool, you can track ROI, influencer interactions, and engagement.
Pinterest Metrics to
There are seven metrics you’ll want to track on your Pinterest account to assess how well your content is carrying out. Of course , depending on your team’s unique goals, you might want to concentrate more heavily on a few of these metrics, rather than all of them.
1 . Impressions
As with any some other social media network, impressions gauge the number of times your content is definitely displayed. Pinterest impressions are the number of times your content seems in a user’s feed, search engine results, or a different category feed.
To get a sense of what your audience is looking for, look for patterns within your content to see which categories and keywords gain the most impressions. For instance, if you notice your “Quotes from impressive marketing leaders” post performs exceptionally nicely, you might want to lean more seriously into thought leadership articles on Pinterest.
2 . Repins
Repins are the number of moments someone saves your pin to one of their own boards.
Repins are like a retweet upon Twitter. It means that the consumer found your post each interesting and shareable. This action is more valuable than an impact because it counts as real engagement.
The more people that engage with your content, the more likely it is to show up in people’s search.
3 or more. Clicks
Clicks are the metric that determines whether or not your articles is driving your audience to your website. This metric is really important if your goal is to increase traffic with your Pinterest presence.
The number of clicks and trips to your website from Pinterest can be found at the bottom of the ‘Site Metrics’ tab in Pinterest Analytics. Clicks indicate the activity of a click, while Visitors signal the number of unique customers visiting your site.
4. Best Pins
Pinterest content has a long lifespan. This means that your articles can accumulate metrics over a longer period of time than they are doing on other platforms.
Your own Top Pins will be useful in determining your best content as time passes. If you launched an extremely popular campaign that resonated with your audience a year ago, you’ll be able to go back and see the actions taken upon that content. You can use that will information to inform the technique of your next campaign.
5. All-time stats
To see what content formats have worked for the account in the past, look at your computer data dating back to your account’s inception. This data includes your own most repinned pins, hooks that performed best in search, and the pins most engaged with your most engaged along with pins of all time.
Like your Best Pins, you can use your best-performing pins to optimize new content and provide your target audience with what they want to see.
six. Audience affinities
In this area, you will see a breakdown of the groups your followers engage with as well as the top boards to which your articles is pinned. This will help you realize your audience and what attracts them to your content.
7. Will save
A save means that individuals like your content and are conserving it for later on one of their boards while, simultaneously, recommending it to their followers.
Will save increase the reach of your article on Pinterest and may indicate that the user plans on further engaging with the content afterwards.
This particular metric is key to understanding which content your target audience is identifying with, that will enable you to build deeper romantic relationships with customers over time.
There are plenty of some other metrics that Pinterest offers that will be helpful for your business. Keep in mind, what works for one business’s Pinterest strategy may not work for your own company’s unique voice and positioning. Using Analytics enables you to test different articles formats, which will ultimately include value to your customers’ overall experience with your brand.
Check out The Ultimate Guide to Pinterest Marketing to learn more about how to use Pinterest for your business.
Editor’s note: This post was originally published in April 2019 and has been updated pertaining to comprehensiveness.