You’ve spent hours creating visually compelling and optimized Pins and tailoring your social media marketing strategy, so naturally you want insight into how well you are performing. This can be done with the help of Pinterest Analytics!
Pinterest Analytics is a free built-in tool that lets you analyze metrics about your profile and specific pins. It gives you information on how much has your content been seen across the platform, your target demographics, monthly engagement, and so much more! That said, to ensure optimal business growth, using Pinterest analytics is the best way to achieve that.
What Is Pinterest Analytics
As previously mentioned, Pinterest Analytics is a tool that provides various metrics about your performance, including impressions, pin and outbound clicks, and saves. You can later use this data to modify your strategy which will elevate your online visibility. To access Pinterest Analytics, you need to have a business profile i.e. it doesn’t work on personal profiles.
Why Are Metrics Important
Even if you have the most captivating content, it won’t serve unless your audience is engaging in it. Pinterest Analytics will show you your best-performing Pins, helping you analyze the patterns and search trends of your followers. The metrics can literally change overnight, so despite having a powerful strategy that has proved effective in the past, it might not be so relevant right now. That’s why you always need to check your analytics and consider your metrics.
How To Use Pinterest Analytics
Once you’ve created your Pinterest For Business account and supplied it with content, hover to the Analytics tab on the top-left corner. The Overview tracks the performance of your boards and pins, while the Conversion Insights measures the impact of both your organic and paid performance. To see what’s relevant on Pinterest at the moment, head to the Trends tab, and see what your audience likes in your Audience Insights. You can also check some of this data on mobile, but it’s more limited.
Important Metrics to Track
Pinterest Analytics offers many metrics, giving you detailed information about your performance. You’ll find some of the most important ones below.
- Impressions
As with any other social media platform, impression tells you how many times your content has appeared on the feed, be it through searches or followings. The most important part here is to see how well your pins are progressing through relevant searches. For instance, if you received impressive results for ‘contemporary kitchen ideas’, your future content should be steered in that direction. However, never be afraid of expanding your reach, but always remain within your niche.
- Pin Clicks
Although impressions are important, pin clicks are vital to your strategy. This shows how many times your Pins have been interacted with, and you always need to aim to improve this number. You can do this by creating captivating pins, adding detailed and optimized descriptions and keywords, and testing different pin variations. Once something clicks, stick with it!
- Outbound Clicks
Outbound clicks are commonly confused with pin clicks, yet they showcase two completely different metrics. While we’ve touched ground on the latter, outbound clicks refer to the total number of clicks on the destination URL on your pins. You can use this to see the effectiveness of your marketing strategy and be aware of any products or blogs that garner attention.
- Saves
Formerly known as ‘Repins’, saves help you understand how many times your pins have been saved by your audience. This is one of the best signs you can have for your business because it shows promise that people will use you for future reference. However, it’s important to find out why users are saving particular pins. If it’s something that aligns with your strategy, know you’re doing a good job!
- Top Pins
Unlike other social media sites, Pins are timeless and have a long life span. Over time, you’ll find that a certain amount of pins have gained the most traction, marking them as your top ones. As you can imagine, this will provide insight into which strategy has worked the most in the past. Your top pins can also be sorted by impressions, pin clicks, and outbound clicks, so you can easily alter your approach depending on your needs.
- Profile Visits
Profile visits show many times unique viewers have visited your profile after seeing your content on their feeds. However, these are only measured for your idea pines, i.e. those pins that don’t have a link attached to them.
- Follows
This is the expanded aspect of profile visits – namely, follows measure how many users have followed you after visiting your profile. Again, this won’t be measured for your regular pins, only idea ones.
- Engagements
Like impressions, your pins are not effective if your audience doesn’t engage with them. The engagement metric shows the total number of Pin engagements, including clicks and saves. This is one of the most important metrics to track as it will help you adjust your marketing approach.
- Total & Engaged Audience
The total audience is the sum of people who have seen your pins. However, this is different from impressions. On the contrary, the total audience signifies how many unique users your content is reaching out to.
In contrast, an engaged audience shows the number of people who have engaged with your pins, including commenting, liking, saving, and clicking on your pins.
- Audience Demographics
Learn more about your audience by checking your users’ demographic, including their gender, age, and location. There’s a possibility for a demographic side-by-side so you can maximize your engagement and reach your target audience effectively.
By now, Pinterest Analytics is a must if you want your brand to be seen and reached by thousands of users. Make sure to track it regularly and alter your strategy according to your insights.
In the meantime, check out the rest of our blogs and our Pin Saver tool!
