Measuring What Matters on Pinterest

 

 

Track the metrics

A successful Pinterest marketing strategy is data-driven. In other words, tracking, measuring and analysing key Pinterest metrics and audience behaviour helps you see what content performs best and what content is a little less engaging.

PINTEREST ANALYTICS

Pinterest analytics allow you to measure the success of your content by:

• Showing you which of your pins referred most traffic to your building products website.
• Showing you which boards other people have included your building products pins in.
• Showing you the demographics of the people who are showing interest in your construction pins.

This kind of information can help you to align your products to the ideal audience.  Ensure you measure this data at regular intervals to constantly monitor your social media strategy.

There are two ways to check Pinterest analytics: Desktop and mobile.

How to access Pinterest analytics on desktop

1. Log in to your Pinterest business account

2. Click Analytics in the top left corner to show the drop-down menu analytics ad performance grow  

3. Select Overview to track the performance of your Pins and boards

4. To navigate to the other analytics from the drop-down menu, simply click on Analytics and select:

• Audience Insights for follower analytics
• Conversion Insights to track paid campaigns
• Trends to see what’s popular on Pinterest

How to access Pinterest analytics on mobile

1. Open the Pinterest app

2. Tap your profile photo in the bottom right

3. Scroll down to the Your analytics section and tap See more

4. From your profile, you can also tap Business Hub to see how your content is performing

Note: The data Pinterest provides in analytics is an estimate. Some charts need a minimum amount of information to display.

 

15 metrics to track with Pinterest Analytics (and how to read them)

Social media platforms provide you with analytics for a reason. You won’t understand the value of the platform without a way to track how well your campaigns perform. Which is why Pinterest supplies analytics to help you and them.

General Pinterest analytics

1. Impressions

What it measures: Impressions measure the number of times your Pins were shown on a user’s screen. Your Pins can appear on the homepage, on another user’s board, or on Pinterest search results. Keep in mind that the same user can log multiple impressions.

Why it matters: Impressions tell you how often people see your Pins on the platform (a bit like views!). A high Pin impression rate is a good thing. It says that your content is on-trend or worked well with the Pinterest algorithm. Reviewing impressions on your top content can help you improve future Pins.

2. Total audience

What it measures: Total audience measures the number of unique users who saw your Pin in a given period. You can also view the total monthly audience for a 30-day view of this metric.

Why it matters: Unlike impressions, the total audience metric tells you how many individuals saw your Pin. If your impressions are higher than your total audience, it means some people saw your Pin many times. For example, this can happen if a popular Pin is saved to many boards on the platform.

3. Saves

What it measures: Saves or Repins are pretty self-explanatory. They tell you how many times someone saved your Pin to one of their boards.

Why it matters: Saves are kind of a big deal. This metric shows how well your Pins and content resonate with your audience. If they’re saving your Pins, they care about your content. Plus, saved pins net you extra brand exposure since saves also show up on follower feeds. Double win!

4. Engagements

What it measures: Engagement measures the total number of times someone clicked or saved your Pin.

Why it matters: Engagement is everything on social media, so this is an important metric to keep an eye on. Your engagement numbers tell you if your audience has connected with your content. Use this metric with the total audience number to calculate your engagement rate.

5. Engaged audience

What it measures: Engaged audience measures the number of people who interacted with your Pins during a specific period.

Why it matters: There are several Pinterest engagement metrics because there are so many ways to engage with a Pin. This metric tells you how many people saved, reacted to, commented, or clicked on your Pin. You can use this information to find your top-performing content types.

6. Pin clicks

What it measures: Pin clicks measure the total number of clicks on your Pin. This number includes clicks that lead to content on and off of Pinterest.

Why it matters: Pin clicks are evidence that something in your Pin caught someone’s eye.

7. Pin click rate

What it measures: Pin click rate is a percentage. It measures the total number of clicks from your Pin to content on or off Pinterest, divided by the number of times your Pin was seen on screen.

Why it matters: A high pin click rate means your audience tends to engage with your content when they see it. It’s a useful measure of how relevant your audience finds your Pins.

8. Outbound clicks

What it measures: Outbound clicks or Link clicks measure the total number of clicks to the destination URL in your Pin.

Why it matters: Clicks are one of the best ways to measure the effectiveness of your Pinterest strategy. Outbound clicks can tell you if the platform is providing a decent return on investment (ROI).

9. Outbound click rate

What it measures: Outbound click rate is a percentage. It measures the total number of clicks to a Pin’s destination URL, divided by the number of times your Pin was seen.

Why it matters: Measuring outbound click rate gives you a percentage figure to analyse how many of your Pins drive traffic to your website (your ultimate goal!). Outbound click rate will help you gauge the effectiveness of your Pinterest campaigns. A high click-through rate shows that your calls to action are working.

10. Video views

What it measures: Video views measure the number of video views that last longer than 2 seconds. 50% or more of the video must be in view.

Why it matters: This metric tells you how well your video content manages to hook your audience. Plus, video is one of the hottest social media trends. Incorporating video into your Pinterest strategy positions your brand as forward-thinking.

11. Demographics

What it measures: Pinterest Analytics audience insights cover basic demographics. These include language, gender, device stats, and information on categories and interests.

Why it matters: The better you understand your audience, the higher chance you have of creating content they will like. You can use demographic data to fine-tune your Pinterest strategy. These stats can help you share region-specific deals or even post in a different language.

12. Affinity

What it measures: Affinity tells you how much an audience cares about a specific topic. The higher this percentage, the more likely your audience will engage with this topic.

Why it matters: Knowing what your audience likes can be a great source of content inspiration. You can also target specific affinities with Pinterest ad campaigns.

13. Conversion insights

What it measures: Conversion insights measure the impact of organic and paid performance. Here, you’ll find information about return on ad spend (ROAS) and cost per action (CPA).

Why it matters: Your organic and paid marketing work together to support a holistic Pinterest strategy. This page helps you review both organic and paid in a single dashboard. The conversion insights page is available to all advertisers with healthy Pinterest tags.

14. Top converting Pins

What it measures: You can measure your top Pins based on different conversion goals. These goals include impressions, saves, Pin clicks, Page visits, Add to cart, and Checkout. You’ll find this in the Conversions section of Pinterest Analytics.

Why it matters: It’s worth checking how Pins stack up depending on your goals. See if some Pins are better at driving specific actions—if that wasn’t by design, analyse why that may be. If some Pins outperform in every category, you may have stumbled upon a formula for success.

15. Page visits

What it measures: The number of times people visited your website from Pinterest. To track website conversions from Pinterest, you need to claim your site.

Why it matters: Keep an eye on this metric if website conversions are one of your objectives. Measure it against Add to cart and Checkout metrics to see if your website is performing.