Unlocking the Power of Pinterest with Analytics
For online marketers, Pinterest has become an indispensable tool for growing brand reach. Enter Pinterest Analytics – a complimentary tool provided by Pinterest to help you delve deep into the performance of your pins. This feature lets you make informed decisions to ensure your content is seen by more people. In this in-depth guide, we’ll cover what Pinterest Analytics is, the tools you’ll need to track your performance, important metrics to follow, and a step-by-step guide on how to access your Pinterest Analytics.
Decoding Pinterest Analytics
Pinterest Analytics is a comprehensive, in-built functionality provided by Pinterest that allows you to measure your account’s performance on the platform. This feature lets you track an array of metrics, such as impressions, saves, pin clicks, and more, giving you the power to amend your strategy to better align with your user’s interests.
Why Pinterest Analytics is Important
Pinterest Analytics equips you with the power to track data from any time frame, be it monthly, bi-yearly, or annually. This feature lets you ferret out patterns, analyze market trends, and monitor the growth of your Pinterest account over time. Moreover, Pinterest Analytics also allows you to segregate data by device, a crucial factor when strategizing mobile versus desktop optimization. It also simplifies the process of exporting your stats into a CSV file for future referencing during reports or audits.
3 Pinterest Analytics Tools for Performance Tracking
The following is a list of three cutting-edge Pinterest Analytics tools that can help you intelligently measure your performance on the platform:
1. Pinterest Analytics
Let’s take an in-depth look at each of these tools.
1. Pinterest Analytics
As previously stated, Pinterest Analytics is the built-in instrument offered by Pinterest for performance measurement. When using Pinterest Analytics on mobile, it showcases the following metrics:
– Impressions: Total views your pins have received
– Engagements: Total interaction on your pins, including clicks and saves
– Total Audience: Total viewers who saw or interacted with your pins
– Engaged Audience: Total users who took action on your pins
Tailwind is a dynamic social media scheduling tool for Pinterest and Instagram that includes a robust analytics feature. Besides basic metrics like followers and engagement, it also assesses virality and ROI by scrutinizing visits, transactions, and revenue at the pin level.
Olapic is a comprehensive content platform that helps brands drive engagement through user-generated content, influencer interactions, and short-form video content. It’s scheduling and analytics tool lets you track ROI and follower engagement.
18 Crucial Pinterest Metrics to Monitor
While there are numerous metrics to monitor on Pinterest, here are 18 of the most significant ones that marketers should be mindful of.
Impressions measure the number of times your content is displayed across the platform, on user’s feeds, search results, or different category streams.
2. Pin Clicks
Pin clicks give you an understanding of how your audience is interacting with your pins. Low impressions might indicate non-resonating content or visually unappealing pins.
Saves help you identify content your audience most connects with. High save rates are a good sign of audience engagement with your content.
4. Outbound Clicks
Outbound clicks measure the number of clicks on the destination URL associated with your pin.
5. Top Pins
These provide insight into the best-performing content over time on your Pinterest account.
6. Profile Visits
This metric allows you to track the number of times users visited your profile after viewing your pins.
Follows help you track the number of new followers acquired through your pins.
Engagements denote the total number of actions taken on your pins, such as clicks and saves.
9. Total Audience
The total audience gives you an estimate of the number of unique users who have seen or interacted with your pins.
10. Engaged Audience
This metric measures the number of unique users who acted on your Pins.
11. Engagement Rate
Engagement rate is the percentage of total engagements related to how often your pins are seen.
12. Pin Click Rate
Pin click rate measures the effectiveness of your Pins in driving user interest and click-throughs to your content.
13. Outbound Click Rate
This metric evaluates how many users clicked on the original URL linked to your pins.
14. Save Rate
The save rate might be even more critical than outbound click rates as when users save a pin, it can indicate a solid connection with your content.
15. Monthly Total Audience
This is the total number of people who saw or engaged with your pins in the past month.
16. Monthly Engaged Audience
This metric measures the number of unique people who have interacted with your pins in the past month.
17. Audience Demographics
By analyzing audience demographics, you can target your Pinterest marketing strategy more effectively to maximize engagement.
18. Audience Affinities
This section provides information on the categories your followers are mostly engaging with and the top boards where your content is pinned.
Accessing Your Pinterest Analytics
To access Pinterest Analytics, you need to have a business account. Once that’s done, it’s pretty straightforward to look into your analytics both on mobile and desktop.
1. Go to www.pinterest.com and log in with your business account.
2. Hover over the Analytics tab on the top left-hand corner. Here, you’ll see options to track the performance of your boards and pins, measure the impact of both your paid and organic performance on Pinterest and see what’s popular on Pinterest.
To access Pinterest Analytics on mobile (Android and iOS), you need to:
1. Launch the Pinterest mobile application and log in.
2. Click on your profile picture in the bottom-right corner.
3. You will find options under Business Tools to measure overall Pinterest account analytics and track audience data.
Remember, what works for one business’s Pinterest strategy might not for others. The key to successful online marketing on Pinterest lies in using Analytics to test different content formats, ultimately enhancing your brand’s customer experience. This guide (originally published in April 2019) has been updated to provide a comprehensive look into the power of Pinterest Analytics. Whether you are new to the game or a seasoned player, use these tools to peak your Pinterest performance. Happy Pinning!
Decoding the Metrics
The above metrics may seem overwhelming at first, but understanding them is crucial to design effective website strategies. By breaking them down, we can uncover how well your pins are engaging audiences, driving them to your website, or increasing your profile visibility.
Impressions vs. Total Audience
Impressions refer to the number of times a Pin has been seen. In contrast, total audience pertains to the number of unique views of your content. The latter is a more comprehensive metric, given that one viewer might see your Pin multiple times, raising your impressions, but not your total audience.
Clicks mean very little, if not set in the proper context. Therefore, Pin Click Rate and Outbound Click Rate provide a more comprehensive understanding of audience behavior. They narrate the effectiveness of your Pins in triggering user interest and driving click-throughs to your content, by relating clicks to the number of impressions generated by a Pin.
Enhancing Your Pin Performance
Marketing agencies can help in enhancing your Pinterest Analytics by further leveraging these insights to improve your performance on the platform. For example, MKTG Plan, a leading marketing agency in Miami, provides customized solutions to maximize the potential of your Pinterest account.
MKTG Plan and Pinterest Analytics
MKTG Plan takes your Pinterest game to the next level by using the above metrics and tools to outline an effective Pinterest strategy for your brand. They strategize and manage your Pinterest account to align better with your user’s interests.
The agency uses Pinterest Analytics to understand user engagement and determine what resonates with your audience. They also leverage the power of tools like Tailwind and Olapic to delve deeper into Pinterest Analytics.
Unleashing MKTG Plan’s Strategy
At MKTG Plan, we ensure to make informed decisions that help grow your brand reach through pins that foster higher engagement and drive more people to your website. Let’s dive into the process.
1. Collating Metrics
As a first step, we collate the important metrics outlined above to have a comprehensive understanding of your performance on Pinterest.
2. Analyzing Trends
Post collection, we analyze the data and identify specific trends. This could mean identifying a pin that is seeing increased saves or a high-performing board that you may want to focus on.
3. Building Strategies
Based on the trends and the effectiveness of your pins, we chalk out an effective Pinterest strategy. This strategy could include creating visually appealing pins, writing compelling descriptions, or even implementing an A/B testing procedure to understand what works better for your business.
4. Deploying Analytics Tools
To further accentuate the performance monitoring process, we utilize tools like Tailwind and Olapic. Through detailed filtering features and trending reports, they aid us in strategizing your Pinterest account more effectively.
5. Analysis and Evaluation
Once the strategy is implemented, we continually evaluate your pins’ performance on the platform. By tracking the effectiveness of your Pinterest account over different time frames, we make sure that your Pinterest game is always up to the mark.
SEO plays a vital role in all of this. SEO and Pinterest are strongly linked. SEO Miami, for instance, considers Pinterest as an influential platform to enhance website SEO. By creating SEO-friendly pins, your website design can get immense boosts in web traffic and brand exposure.
The Final Word on Pinterest Analytics
Pinterest Analytics is a goldmine of insights, and when used correctly, it can dramatically enhance your brand’s Pinterest performance. Bigger marketing agencies, such as MKTG Plan, can help by providing customized solutions to cater to specific Pinterest strategies.
In conclusion, Pinterest is no longer just a social media platform; it’s a powerful marketing tool. By deciphering Pinterest Analytics, you can not only track your performance effectively but can also better align your Pinterest strategy with your overall Miami website design and SEO goals.
The key to successful online marketing on Pinterest lies in making sense of Analytics, testing different content formats, and ultimately improving your brand’s customer experience. Whether you are a Pinterest novice or an experienced user, make the most of these tools to maximize your Pinterest performance. Happy Pinning!