Everything you need to know about Pinterest analytics.
I know. Talking about analytics isn’t the most exciting thing. There is no emotion. It’s kind of dry, like your hair after a day at the beach. But they are essential and it’s something we have to grasp. Because it’s the only way to learn what is working and what is not. Because it’s the only way to discover new trends you wouldn’t have dreamt of and to get to know what your audience likes and wants to see.
So, grab a coffee, log in to your Pinterest account and go to your profile page.
Click “Overview” at the top left and follow me along.
1. First, Learn the essential
Filter by date range:
Select the clock icon next to the date range you see to your left and select one of the options given or add a custom start and end date on the calendar.
To set your time frame, click the first date you’d like to view data from and then the last. The data will automatically update to reflect that timeframe.
Filter by content type:
Here you have an overview of both organic and paid activity over time.
Organic content refers to activity on Pins created or saved by you on your profile + Pins created or saved by others that drive traffic to your claimed website or account.
Paid content refers to activity on Pins promoted by you, including earned activity. It refers to Pins saved from a campaign you have run in the past that might continue to receive impressions and engagement as people save your Pins to their boards on Pinterest.
Filter by claimed account.
Here you can see the stats on all your pins and pins that direct to your claimed accounts (Etsy shop, Instagram or YouTube).
Filter by devices:
Aka stats about the different devices your pin traffic is coming from.
Filter by source:
Here are the stats you should check every once in a while. You can see the activity for pins created and saved by you, plus activity from pins created and saved by others from your claimed account.
2. Then, learn the metrics terminology
Impressions: the total number of times your Pins were shown.
Engagements: the total number of engagements on your Pins. This includes saves, closeups, and link clicks.
Closeups: the total number of times people viewed a close-up version of your Pin.
Link clicks: the total number of times people have clicked through to your destination URL on your Pin from Pinterest.
Saves: the total number of times people saved your Pins to a board (re-pins).
3. Now, what do you need to pay attention to?
What are the important info you should take into consideration?
And later on compare with Google Analytics, but we’ll talk about this another time, ok?
Let’s say you want to look at the last 7 days. What’s the graph telling you? It’s telling you what days people have engaged with your content more and shown you some love.
If we now scroll down, below the graph, Pinterest gives us a summary of the top 50 pins impressions, aka the Pins, either organic or paid, that people have viewed or engaged with the most.
It's a great spot to see what content from your profile is resonating with your audience.
So, we are able to see for all the pins that we have, how many impressions, engagements, closeups, link clicks and saves each of them it’s getting.
Pinterest also tells us what type of pin that is and whether it comes from us or others. It also indicates what topics your followers are most interested in. This also gives us a clue of what boards are doing well and what we should do to make them perform even better (maybe optimising them with improved key word descriptions for example).
But the most important thing you need to do is to analyse and compare your "pin clicks" versus your "saves" (re-pins). Are there common themes between them? Common topics? Are certain post types or formats performing better than others?
More re-pins generally mean that the type of content or that post or picture has inspired the audience. Pinners don’t necessarily want to click on that Pin to read about it, but they often simply want to save it in one of their boards because it provides a strong visual impact and they want to collect it for a moment. Why? Because they like the photo and maybe they want to buy or learn but at a later stage.
If you have more repins and not so many click-throughs, then that means that you could create a new good looking pin + craft better descriptions that encourage people to “click” or consider adding a more unequivocal call to action as “click through to read the full article”.
Think for a moment: what would encourage your audience to open that picture? A sense of urgency maybe?
The pins that have most “saves” could also help you consider that maybe it’s worth to run an advertisement for them to increase the level of engagement.
Learning what your audience is interested in really gives you a better understanding as what else they might be interested in and what you can create for them in the future.
How can you make sure that you’re on the right track?
Check the “activity” from your claimed accounts. What can you learn from it?
You learn what's working! And that helps you to identify the right Pinterest content for your brand.
You can use this to analyse which types of content drive the most traffic.
You could be surprised by what you might find out. Maybe the blog post you disliked most is the one that is most appreciated.
Check what content could be improved to help you achieve your goals. Are there gaps in your content? Are there other things your audience is interested in but you are not providing?
Maybe they fall under specific images and pins topics, but you’re not writing about them or you are not shooting enough images like that.
What pins could do better if you adjust your pin description or sharpen an already eye-catching image?
Look for the content your audience enjoys most, and create more of it.
It's an excellent way to study your content, what you’re putting on Pinterest, to see if people like what you write, understand your overall presence on Pinterest and finally find out which post gets more love.
Love you, Antonella
P.S. Does it helps you, now?
Did you had a light-bulb or a-ha moment during this post?
Do you have nothing to say? You can talk about that, too.
Just let me know in the comment! and don’t forget: drop your Pinterest handle in the comments below so I can connect with you and show you some love. After all, our goal is to grow together.