The Ultimate Guide to Pinterest Analytics
We often wonder the ins and outs of Pinterest and usually get lost in our goal to reach a bigger audience on the platform. The best place to start is to understanding your Pinterest Analytics!
Pinterest Analytics not only helps you understand how your content has performed but also craft a strategy that supports your business goals.
Pinterest Analytics is a free tool that can be used by anyone who has a Pinterest Business account. It offers key metrics, tracks performance and allows you to monitor posts at any time.
Having this level of insight is the best way to make informed content decisions, so that you can get the most from your Pinterest strategy.
Pinterest Analytics Prep
Step 1 - Claim Your Website
Claiming your website on Pinterest will add a verified symbol to the site URL on your profile as well help you track all your activity that is happening on Pinterest around your site.
To claim your website, you’ll need to add a meta tag or upload an HTML file to your website’s HTML code. You can claim one website on your profile and a website can only be claimed by one Pinterest account.
Step 2 - Add a Save Button to Your Site
The Save button helps people to save your website’s content directly to Pinterest. Once you install the button, a clickable Pinterest logo will appear on your website’s images. Visitors can click the logo to save your content straight to their Pinterest boards.
Pinterest Analytics Metrics
Consider impressions as views. Impressions reflect how many times your Pins show up in front of Pinterest users — whether that’s in their Home Feed, search results, or through another user’s boards.
When you’re looking at your impressions stats across a few of your Pins, it’s a good idea to look for patterns, and try to identify trends.
Closeups measure how many times a user on Pinterest has clicked or tapped your Pin to take a zoomed-in look at it. Often, people tap a Pin and take a closer look if they’re intrigued by the content you’ve shared. This is a good benchmark of how interesting audiences are finding your Pin.
3- Closeup Rate
If you want to understand how your Pins are performing overall, the best way to do this is by monitoring your Closeup Rate.
When you look at your Closeup Rate graph, you’re checking out the percentage of your Pins that experienced at least one closeup for each date. If you see a high percentage for one day, this means a higher number of your Pins were clicked on by users for a closer view!
ANALYTICS TIP: 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.
Pinterest Saves indicate how many times a user has saved a Pin to one of their boards. This is a huge indicator for how much your content is resonating with your audience, and when someone saves your Pin, it shows up in their followers’ feeds too — giving your business valuable extra exposure.
5- Save Rate
Similarly to Closeup Rate, your Save Rate indicates the percentage of saves your Pins (in total) generate over a period of time.
6- Link Clicks
Link clicks show how many times users clicked through to your website from your linked Pins, which is great for measuring your return on investment (ROI).
7- Link Click Rate
Like Closeup Rate and Save Rate, your Link Click Rate tells you how your link clicks are performing over time.
Pinterest Analytics - AUDIENCE INSIGHTS
In addition to your Analytics Overview, you can also explore your Audience Insights on Pinterest.
To access them, go to Audience Insights under your Analytics tab. From here, you can gain audience insights from your specific account, all Pinterest users, or even a comparison between the two.
By selecting your audience insights, you’ll see you can adjust the date range and select to view insights for either your total audience or your engaged audience.
Whichever segment you choose, you’ll see a categories and interests section, which ranks the most popular categories and related interests for your specific audience.
GROWTH TIP: 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.
Underneath categories and interests, you’ll see your audience’s demographics information. Here you’ll see data about your audience’s age, gender, location, and the device they use to browse your content.
The analytics options here caters specifically to the different ways you can measure the success of your video Pins. Similar to your Overview analytics, you can filter and sort data by device, organic Pins, impressions, clicks, saves, and more.
TIP: If you find most of your video views are coming from mobile devices, make sure that your video Pins are optimized for mobile viewing before publishing!
Trends Analytics gives you insanely valuable insight into what the Pinterest world is currently searching for as well as even click through each trend to view a timeline of when the topic rose to fame and the most popular pins associated with the topic.
This is great for gathering inspiration to inform your content strategy, so you’re always tapping into the hottest and most popular trends.
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WRITTEN BY Farheen S. Sayed Farheen is the Managing Director at Social Donut 101 based in Kuwait and India. She is an aficionado of all things social media along with all the best food joints. You can connect with her on Instagram @farheen_f1s