Pinterest Analytics Explained — What you should know.
DATE: JULY 26TH 2023
TIME: 4 MINUTE READ
SUBJECT: SOCIAL MEDIA
Pinterest should stand out as a unique and highly valuable tool for your business. Once you understand just how effective [hyperlink to “Is Pinterest your new business bestie”] Pinterest can be in optimizing your business’ reach, the rest is learning how to read those numbers and apply them to your business strategy.
By understanding user behavior, leveraging visual-first formats, and refining marketing strategies based on data, you can position your businesses for growth and success. It's time to pay attention to Pinterest Analytics and harness its power to drive your business forward in the evolving digital landscape.
It’s more than just what Pins are getting the most saves —
Let’s start with the most important point about Pinterest analytics. It is SO much more than the number of saves you are getting. What’s unique about Pinterest is the way ads are consumed. Ads are not an interruption for consumers. Because of its visually driven interface, they are actually there to inspire. This way, Pinners can find what they love and you can grow your business at the same time. Need some stats to convince you? Take a look:
- Pinterest ads have a 2.3x more efficient cost per conversion than ads on social media
- There is a 2x higher return on ad spend for retail brands compared to other social media platforms.
So, whether you are looking to create photos, videos, carousels, or idea pins through a multi-media storytelling format, knowing HOW content performs is how you develop a strategy and support your personal business goals. Pinterest Analytics is a free tool to anyone with a Pinterest Business account [backlink to blog explaining this]
**Note** You need to claim your website first to have access to analytics for the Pins you publish from your site… this way Pinterest will add a verified symbol to the site URL on your profile
AND it’ll display your profile photo next to any Pin that has been pinned from your website — which is great for raising awareness of your brand and growing your community [Pinterest Analytics are really in favor of YOUR business and helping you spread brand awareness]
- This way you can see exactly what content is driving people to your site and capturing their attention
- To do this add a meta tag or upload an HTML file to your website
- Also add the save button to your site … saving content directly from your site to Pinterest helps Pinterest gather more accurate data for your site
Understanding the metrics —
Impressions— this is how many times Pins show up in front of Pinterest users (try looking for patterns and identify trends here)
· For example—if top-performing pins are the same type of content then it means a lot of users are searching for keywords related to that content and your Pin SEO is working. Yay! To get a better sense of SEOs and Pinterest check our last blog [link]
Pin click — how many times a user on Pinterest has clicked on your Pin to zoom in and look at it
· This is a good benchmark to see how interesting people find your Pin
***Is it because there’s valuable detail or information in the image? Or have you used a more eye-catching design? Start asking yourself these questions and make sure the answers are pivoted toward your personal business goals ***
Pin click Rate—This way you can see the percentage of Pins that experienced at least one closeup for each date
Pin performance overall is a key indicator of how your content is faring with your audience. A spike in the percentage of clicks on a specific day suggests that more users engaged with your pins, either because you shared a higher volume of content, or your posts strongly resonated with them on that particular day. Monitoring these trends can help you discern which days are most impactful for your business and tailor your content strategy accordingly for maximum results.
*** Once you select a metric, you can even go over to the “Split by” option to the right and separate your data by even more in-depth variables, such as content type or device. This extra insight can help you better understand what’s working for your account***
Saves — Understanding these metrics is a massive clue to gauge how well your content connects with your audience. When someone saves your Pin, it ripples through their followers' feeds, granting your business precious additional exposure. It's a brilliant way to amplify your brand and reach new potential customers.
Link Clicks — If you’re interested in driving traffic (and potentially sales) for your business, then this is the metric for you. Link clicks show how often users clicked through to your website from your linked Pins, which is great for measuring your return on investment (ROI).
Effectively Engage —
Ok, now you know how Pinterest gathers data. Here are a few quick insights on how to effectively engage. One of the smartest ways to grow on Pinterest is to give your audience what they want to see. Take note of any relevant categories here that could align with your brand’s Pinterest content strategy. Start with your demographic insights. Age, gender, location, and the device they are using to browse is a great place to start.
Actalikes are a great targeting strategy that helps you reach people similar to one of your already existing audiences. This way, you can find new people likely to engage with your Pins or visit your website based on your source audience.
It's not just about pretty pins—ok maybe it is a little bit. Moreso, it's about creating inspiring content and making data-driven decisions to grow your business. Know the tools that are available to you and take ownership of your work and the metrics you are producing. Once this is done, you can then react and pivot to metrical headwinds that are affecting your business.
Happy pinning!
Maker+Made