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A Guide to Understanding Pinterest Analytics

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Pinterest is a great platform to share and discover images, ideas and content. It is also relevant for B2C marketers who want to increase engagement with their brand and analyze their audience. With Pinterest analytics tools, you can see who is most interested in your content and how they are interacting with it.

In this guide, we’ll explain how to interpret Pinterest analytics, best practices for increasing your reach among Pinterest users, and key terms you need to know.

Pinterest Analytics Requirements

To get started, you need to make sure your Pinterest account is a business account. It is a quick and easy process. With a business account, you can access Pinterest analytics and set up ad campaigns.

sprout social pinterest analytics account overview

Next, Claim your website. Once you’ve done that, your Pinterest profile will display a small globe icon next to your URL, verifying your identity. You’ll also be able to see analytics for Pins that users have made from your website, and those Pins will include your profile photo and a “Follow” button.

You can claim your website in one of three ways:

  • Add HTML tags to your website.
  • Download Pinterest’s HTML file and upload it to your site.
  • Add a TXT record to your Domain Name System (DNS).
Pinterest snapshot of the West Elm account

When Pinterest users save pins from your claimed website, your profile photo appears as subtle branding.

Creating a business account and claiming your website are two essential steps to get access to your analytics and key metrics. You can also:

  • Install a Save button So that users can easily pin from your website. It will also generate analytics on which pins send you referral traffic from Pinterest.
  • Add that Pinterest tag Measuring the actions someone takes after viewing your Promoted Pins (paid ads).
  • Add Rich pin For your products, articles and applications. This provides a little more information in the Pin when a user pins from your site.

Pinterest Analytics Terminology

Pinterest analytics terminology is similar to other networks. If you’re already working with Facebook and Twitter reports, these Pinterest terms should be familiar.

Profile overview

in Native Pinterest AnalyticsYou will see statistics like impressions and viewers. Pinterest impressions The number of times one of your Pins appears in the feed, search results, or category results. Spectators is the number of people who viewed at least one of your Pins.

pinterest analytics overview

Looking at both viewers and impressions helps you understand how engaged your audience is. If your Pin has a lot of views but few impressions, it may mean that you need to improve your SEO to ensure your Pin appears in search results.

pinterest analytical impressions

Another useful feature is Pinterest’s native analytics Board with top pin impression. This table gives you information on which boards are performing well, which will help you understand which ones to focus on. If you’re consistently posting to a board but you feel like pins aren’t resonating, it may be time to cut your losses on that board or adjust your Pinterest strategy.

Audience growth

Pinterest uses “Followers” As does Twitter. A new follower is someone who follows your account, not just one of your boards. Pinterest will notify you whenever someone follows you or your board.

In wendtrends Social, your Smart Inbox will tell you when you have new comments and posts, and the wendtrends Pinterest Profiles report will show your audience growth for the reporting period you set.

Pinterest Analytics by Sprout Social Platform

The Pinterest Profiles report includes data on followers and overall pin performance. When you’re looking at your audience growth, these metrics can reveal how well your content is performing. Are your pins engaging enough to get a following? Does your brand keep track of top-performing content?

publication

The wendtrends Pinterest Profiles report provides an overview of how consistently you pin across the network, your Pin sent And yours Average pins per day. If you notice gaps in your publishing or notice that you pin more often on certain days, you may need to reevaluate your strategy.

Pinterest strategy is a long game for brands and you will need to post consistently for best results.

A Pinterest analytics dashboard sprouts a social overview

To do this, use a feature like wendtrends’s publishing calendar to schedule your posts. Collect or create your pins, then schedule them so you don’t have to worry about timing. Your scheduled pins will appear next to all of your other network posts, giving you a great overview of your content calendar.

pinterest analytics sprout social dashboard

wendtrends’s scheduling feature lets you choose post times or automate post timing with ViralPost. If you select ViralPost, the software will schedule posts at times that have historically had the highest engagement. This proprietary feature learns as you post, so the more you post, the more it understands when your audience is around.

Personal PIN analysis

Pinterest provides several metrics that help you analyze the performance of your individual pins.

pinterest analytics sprout social dashboard

Personal PIN (Message type) are classified as both Pin Or preserves.

In your account, they’re all displayed as pins, but how they got there distinguishes them:

  • Pin Original — You’ve scheduled them, uploaded them natively, or created them from a website.
  • preserves Do you have someone else’s pin saved to your own board?

For each pin or save, you can see the number of user comments, saves, and clicks. a Click When a user opens your Pin and/or clicks on a website linked to the Pin. Your top pins are the ones with the highest number of saves or clicks.

Website Pin

Once you’ve claimed your website, you can see what content users are saving on Pinterest.

Pinterest Analytics Dashboard

in website In your native analytics section, you’ll find some helpful charts that rank the top pins by impressions, saves, and clicks from your website.

power pin

Identifying your most popular pins can help you decide how to fine-tune your Pinterest strategy. In your Pinterest dashboard, click all the time Series for your viewing power pin—or Pins with high number of saves, clicks and repins.

Audience Insights

The key to understanding what resonates with your audience is to already know who you’re marketing to. Knowing who the average user is on Pinterest isn’t enough, though it’s helpful if you’re just getting started on the platform.

Pinterest categories and interests

This Audience Insights A page on Pinterest gives you a glimpse of your own audience and Pinterest’s overall audience. There’s also a helpful comparison tool to help you benchmark your audience. You can view categories and interests to see related keywords. For example, the “Food & Drink” category also shows how many people are interested in breakfast mix recipes and desserts.

Additional audience demographics include age, gender, location (by metro area and country) and device. Use this information to your advantage by creating pins for categories that appeal to your audience. The sub-interest breakdown also helps you find keywords to use in your Pins and in your advertising strategy.

Each audience is a category Affinity score, which shows how much your audience is interested in a topic compared to the rest of Pinterest. A high-affinity score means your Pin on that topic resonates with that audience.

Boost your marketing with Pinterest Analytics

With approximately 430 million monthly average users, Pinterest can be an important part of your social media campaigns—as long as you understand Pinterest analytics.

Pinterest analytics will give you insight into what types of content are performing well, so you can create more of them. Website analytics also gives you information on what parts of your site’s content viewers are finding most useful. The lessons you learn from Pinterest can also help you optimize your strategies on other social platforms.

Stay ahead of the competition. Sign up for a free, 30-day trial to start scheduling your posts and measuring performance with wendtrends.

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