Pinterest analytics tools allow you to identify where your campaigns are sticking. They keep your Pinterest business strategy sharp when you know how to read them to their full potential.
Pinterest recently released a platform update with a few tweaks to their metric definitions. Close-ups now Pin clicks. Link clicks are now Outbound clicks.
The update goes beyond the lingo. Now, by default, metrics only show data from the original Pins you created. They no longer contain data from Pins you’ve saved.
Whether you’re starting from scratch or need a refresher, learn which metrics to track, what they mean, and how to properly read Pinterest Analytics.
How to check your Pinterest Analytics
You will need a business account to use Pinterest Analytics. If you haven’t installed it yet, learn how to do it here. Then follow these steps to check analytics on desktop and mobile.
On the table:
1. Sign in to your Pinterest account (business).
2. Click Analytical in the upper right corner.
Source: Pinterest
3. Select overview From the drop-down menu to monitor the performance of your Pins and boards
Source: Pinterest
4. From here, use the drop-down menu to access the data you need:
- Audience Information for follower analysis
- Conversion Analytics to monitor paid campaigns
- Video for video-specific stats
- trends To see what’s popular on Pinterest
Source: Pinterest
To review a Pin’s statistics, click on a Pin and then see more statistics.
On mobile:
1. Open the Pinterest app.
2. Tap your profile photo in the bottom right.
Source: Pinterest
3. Your Analysis section and tap see more.
Source: Pinterest
4. You can also tap from your profile. Business center to see how your content is performing
Note that the data Pinterest provides in analytics is an estimate. Some charts require a minimal amount of information to display.
15 metrics to track (and how to read them) with Pinterest Analytics
If you don’t know how to read Pinterest Analytics, it won’t do you much good. Learn how to define and contextualize Pinterest metrics so you can turn insights into opportunities.
General Pinterest insights
impressions
What it measures: The number of times your Pins are shown on the screen. Note that the same user can log multiple impressions.
Why it matters: Impressions show how often people see your Pins on the platform. High Pin impressions are a good sign that your content is trending or that your hashtags, keywords, and timing are working well with the Pinterest algorithm.
total audience
What it measures: The total number of unique viewers who saw your Pin.
Why it matters: Unlike impressions, total audience tells you how many people have seen your Pin. If impressions are much higher than yours total audience, which means that some people have seen your Pin multiple times. This can happen, for example, if a popular Pin is saved to many boards on the platform.
Save (aka Repins)
What it measures: The number of times someone saved your Pin to one of their boards.
Why it matters: Pin registration is an indication that someone sees value in your content.
insignia
What it measures: The total number of times someone clicked or saved your Pin.
Why it matters: Engagement is an important barometer for Pin performance and uptake on the platform. Use this metric with: total audience To calculate and compare your engagement rate.
interactive audience
What it measures: The number of people interacting with your Pins.
Why it matters: There are many ways someone can interact with a Pin. This metric gives you a more precise understanding of the number of people who save, react, and comment on or click on your Pin.
Don’t get me wrong if your interactions are much higher than your engaged audience. It tells you that people who interact with your Pins are super engaged.
Fixing clicks (previously Close-ups)
What it measures: The total number of clicks on your Pin. This number includes clicks that lead to content on and off Pinterest.
Why it matters: Pin clicks are proof that something like images or duplicates on your Pin grabs someone’s attention and inspires them to take a closer look.
Outbound clicks (formerly Link clicks)
What it measures: The total number of clicks on the target URL on your pin.
Why it matters: A good clickthrough rate indicates that people want to learn more about your content and that calls-to-action are working. If conversions are one of your primary goals, clicks are one of the best ways to measure the effectiveness of your Pinterest strategy.
follower oriented
What it measures: The number of people who followed you after seeing a particular Pin.
Why it matters: If someone decides to follow you after seeing your content, you may want to look for ways to imitate that content, especially if one of your goals is to grow Pinterest followers.
Source: Other Pins
What it measures: Pin Statistics created by others from accounts you claim, such as your website or Etsy store.
Why it matters: Most Pinterest Analytics charts can be filtered by source. Select More to see how people are pinning your content from your other line features. Use this filter to get inspiration, connect with your community, and find potential collaborators.
Consider adding these Pins to a user-created content board to easily keep track of how they’re doing. If some are performing extremely well, consider them as inspiration for your content.
top boards
What it measures: An overview of the top-performing boards you’ve created or that contain your Pins.
Why it matters: Knowing how Pinterest users rank and discover your content is invaluable to your content strategy. To see which of your boards are performing best, sort by source and compare them with boards created by other Pinterest members.
Pinterest audience analysis
demography
What it measures: Pinterest Analytics includes audience information, language, gender, device statistics, as well as data on categories and interests.
Why it matters: The better you understand your audience, the better your content has to link. Demographic data can be used to fine-tune your Pinterest strategy; so you can post Pins at the best time of day, share region-specific deals or promotions, and even post in a different language. To better understand what attributes make your audience unique, compare it all Pinterest users.
proximity
What it measures: Affinity is a percentage that evaluates how interested an audience is in a particular topic compared to the general Pinterest audience. The higher this number, the more likely your audience will be interested in it.
Why it matters: Knowing what your audience is interested in can be a great source of content inspiration. You can also target specific affinities with Pinterest ad campaigns.
Pinterest conversion insights
Conversion insights are currently in open beta; so you can expect to see some minor adjustments in the near term.
Most converting Pins
What it measures: In the Conversions section of Pinterest Analytics, 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.
Why it matters: It’s worth checking out how Pins stack up depending on your goals. See if some Pins are better at driving certain actions – if this isn’t by design, analyze why it might be. If certain Pins are performing better than others in each category, you may have found a formula for success.
Page visits
What it measures: The number of times people visit your website from Pinterest. To track website conversions from Pinterest, you need to claim your site.
Why it matters: If website conversions are one of your goals, pay attention to this metric. Measure by Add to Cart and Checkout metrics to see if your website is reaching its full potential.
Add to Cart and Payments
What it measures: The number of times people add items to their carts and check out, respectively, after a Pinterest recommendation.
Why it matters: These metrics should be viewed with page visits. If page visits are high but cart and checkout metrics are low, look for ways to optimize website pages. If the Add to cart numbers are high and Payouts is low, it can be helpful to troubleshoot the checkout experience or send a follow-up email to customers who haven’t completed their purchase.
3 Pinterest analytics tools to help you track your success
Pinterest’s built-in analytics gives you a pretty comprehensive view of your performance on the platform. But these tools can help you understand your Pinterest performance even better and make your job a little easier.
one. Moyens I/O Effect
Moyens I/O allows teams to create, assign, publish and schedule Pins from one central dashboard.
With Moyens I/O Impact, your team can easily identify which campaigns are performing and which may need a paid boost. You can also track website visits and e-commerce revenue generated by your Pins. And with a clear understanding of your Pinterest ROI, you can plan more successful campaigns going forward.
Source: Moyens I/O
If you’re marketing on multiple social media platforms, you can view your Pinterest performance, among other social networks. This can help you understand at a glance how important your larger social strategy is.
2nd. Google Analytics
Google Analytics is a good benchmarking tool for comparing Pinterest performance with other social and referral traffic. When you’re signed in to Google Analytics, click Acquisition and then Social to see how much website traffic is coming from each social network. You can also use Google Analytics to see which website pages are most popular and create relevant Pinterest content.
If you’re not sure how to set up your social media dashboards in Google Analytics, check out our 4-step guide.
3. Mentionlytics
Social analytics is often limited to tracking and measuring your performance. But it’s also important to keep track of how other people create and share content about your brand online.
Mentionlytics scans Pinterest for your brand’s testimonials and displays them on the Moyens I/O dashboard. Follow the sentiment, see which content inspires the most on Pinterest, and join the conversation.
Source: Moyens I/O
Save time on Pinterest with Moyens I/O. You can schedule and post Pins, create new boards, pin to multiple boards at once, and run all your other social media profiles from a single board.
