Pinterest serves as an excellent platform for sharing and exploring images, ideas, and content, making it a valuable tool for B2C marketers seeking to enhance engagement with their brand and gain insights into their audience. Leveraging Pinterest analytics tools allows marketers to discern who exhibits the most interest in their content and how they engage with it.
In this comprehensive guide, we’ll delve into understanding Pinterest analytics, offer best practices for expanding your reach among Pinterest users, and introduce key terminology essential for navigating the platform’s analytics.
Table of Contents
Pinterest Analytics Prerequisites
To begin, it’s imperative to ensure that your Pinterest account is set up as a business account, a straightforward and rapid process. By converting to a business account, you gain access to Pinterest analytics and the ability to establish ad campaigns. Moreover, claiming your website further enhances your Pinterest profile by displaying a small globe icon adjacent to your URL, affirming your identity. This step also enables you to access analytics for Pins originating from your website, which feature your profile photo and a “follow” button. Claiming your website can be achieved through three methods:
- Adding an HTML tag to your website.
- Downloading Pinterest’s HTML file and uploading it to your site.
- Incorporating a TXT record into your domain name system (DNS).
When users save a Pin from your claimed website, your profile photo subtly reinforces your branding.
Creating a business account and claiming your website represent the fundamental steps toward accessing your analytics and key metrics. Additionally, you can:
- Install a save button to facilitate Pinning from your website, generating analytics on Pins that drive referral traffic from Pinterest.
- Integrate a Pinterest tag to track actions taken subsequent to viewing your promoted Pins (paid ads).
- Implement Rich Pins for your products, articles, and apps, furnishing users with additional information when they Pin content from your site.
Pinterest Analytics Terminology
Pinterest analytics nomenclature closely resembles that of other social networks. If you’re familiar with reports from Facebook and Twitter, the terminology employed on Pinterest should feel familiar.
Profile Overview:
Native Pinterest analytics furnish statistics such as impressions and viewers. Impressions denote the number of times one of your Pins appears in a feed, search results, or category results, while viewers represent the number of individuals who have viewed at least one of your Pins. Assessing both impressions and viewers aids in gauging audience engagement. For instance, a disparity between high viewership and low impressions may indicate a need to enhance SEO to boost Pin visibility in search results. Additionally, Pinterest’s native analytics feature a section on boards with top Pin impressions, offering insights into board performance and guiding strategic adjustments if necessary.
Audience Growth:
Pinterest employs “followers” akin to Twitter. A new follower encompasses an individual who follows your account, including all associated boards. Pinterest notifies you of new followers and board followers, providing insights into content performance and audience engagement.
Publishing:
A consistent posting cadence is pivotal for long-term success on Pinterest. Leveraging tools like Adorack’s Publishing Calendar streamlines scheduling, enabling you to plan and distribute Pins seamlessly. Adorack’s scheduling feature empowers you to designate post times or automate scheduling using ViralPost, which identifies optimal posting times based on historical engagement data, facilitating audience reach maximization.
Individual Pin Analytics:
Pinterest furnishes several metrics for analyzing the performance of individual Pins. Pins are categorized as either original (scheduled, uploaded natively, or created from a website) or saves (other users’ Pins saved to your boards). Metrics such as user comments, saves, and clicks provide insights into Pin engagement, with top-performing Pins boasting high save or click counts.
Website Pins:
Following website claiming, you can assess the content users save from your website. Pinterest’s native analytics feature charts ranking top Pins originating from your website by impressions, saves, and clicks. Identifying popular Pins aids in refining your Pinterest strategy, with the “All-time” category showcasing Power Pins—those with significant save, click, and repin counts.
Audience Insights:
Understanding your audience’s preferences and characteristics is crucial for crafting resonant content. Pinterest’s Audience Insights page offers a glimpse into your audience’s demographics, interests, and behaviors, facilitating audience segmentation and content personalization. The comparison tool enables benchmarking against Pinterest’s broader audience, while affinity scores gauge audience interest in specific topics relative to the platform’s average.
Elevate Your Marketing with Pinterest Analytics
With approximately 430 million monthly average users, Pinterest presents a valuable addition to social media campaigns, provided marketers grasp Pinterest analytics. These analytics provide insights into content performance and audience preferences, empowering marketers to refine their strategies and optimize engagement. Lessons gleaned from Pinterest analytics may also inform strategies across other social platforms, underscoring its significance in the contemporary marketing landscape.