Are you planning a Pinterest content strategy for your campaign and don’t know where to start? Understanding Pinterest Analytics is a good first step.
This Pinterest tool provides helpful key insights about your Pins and audience, so you can craft content that drives more awareness, increases traffic, boosts sales, and more. The first section of Pinterest Analytics is the Overview tab with full of valuable key metrics.
Pinterest Analytics: Overview
Pinterest Analytics has recently been updated with helpful key metrics to help you optimize your content strategy. To view them, go to your business profile page, click Analytics on the top left corner, and select Overview. Or go directly to analytics.pinterest.com while you are logged in.
All the Pinterest key metrics can be filtered by date, content type, device, source, or format. Here’s a quick overview of each metric, and how you can use them to improve your performance:
Impressions
In Pinterest Analytics, Impressions means the number of times your Pins appear in someone’s search results, Home Feed, or someone’s boards. This metric allows you to understand what kind of topic Pinners are searching for on the platform, which helps you optimize your content strategy for your business.
Engagements
Engagements are the total number of saves, Pin clicks, outbound clicks, and carousel card swipes on your Pins. This number informs the overall performance of your Pin on Pinterest, which includes how compelling your content is to your audience and how much they like it.
Engagement Rate
Engagement Rate is calculated by the total engagements with your Pins divided by the Pins’ impressions.
Pin Clicks
Pin Clicks is the total number of times people have clicked on a Pin or ad that leads them to open it or to the URL that it is linked to. A Pin with high pin clicks means that the Pin’s content is compelling enough for people to engage with it.
Pin Click Rate
Pin Click Rate is calculated by the total clicks on your Pins divided by the total impressions on your Pins.
Outbound Clicks
Outbound Clicks is the total number of clicks to the destination URL associated with your Pin or ad. This is a useful metric that shows how much your website traffic is generated from your Pinterest account or from a specific Pin.
Outbound Click Rate
Outbound Click Rate is calculated by the total number of outbound clicks divided by the total impressions on your pin.
Saves
Pinterest Saves indicate the number of times users saved your Pins to their boards. This metric informs how much your content resonates with your audience. This tool also helps to increase your Pin’s exposure because the saved Pin will appear on the user’s followers feed.
Save Rate
Save Rate is calculated by the total saves of your Pins divided by the total impression on your Pins.
Total Audience
Total Audience is the total number of users who have seen or engaged with any of your Pins in your chosen date range.
Monthly Total Audience
Monthly Total Audience is the total number of users who have seen or engaged with any of your Pins in a 30-day window up to and including each day.
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Engaged Audience
Engaged Audience is the total number of users who interacted with any of your Pins each day in your chosen date range.
Monthly Engaged Audience
Monthly Engaged Audience is the total number of users who interacted with any of your Pins in a 30-day window up to and including each day.
If you are looking to track your overall Pinterest strategy, Monthly Engaged Audience is a helpful metric that helps you compare and analyze your current strategy with the previous one.
Top Pins
Top Pins measures your top performing pins over the last 30 days, filtered by other metrics including impressions, engagements, Pin clicks, outbound clicks, and saves.
Your top Pin is a useful metric as it provides you with a better understanding of a particular Pin’s performance compared to other Pins.
Top Boards
Top Boards measures your best performing boards over the last 30 days in terms of user engagement including Pin click, outbound click, and saves. This is a useful metric as it helps you see which of your content most resonates with your audiences.
Pinterest Analytics: Audience Insights
Under Key Metrics, you can access Audience Insights. Here you are provided information about all Pinterest users as well as your total and engaged audience.
This is a very useful tool that helps you better understand your audience so that you can plan your Pinterest content strategy accordingly.
Demographics
If you scroll through categories and interests, you can see your audience’s demographics information. Pinterest audience demographic insights include age, gender, location, and the device they use.
This information is very useful when you create content targeting a particular audience. For example, if the majority of your audiences are based in Los Angeles, you can create your content with terms that are commonly used in SoCal, and schedule your Pin to be posted when Pinterest users are most active on the platform with PST time.
Audience Affinities
Audience affinities show you how much your audiences are interested in a particular category. The higher the affinity, the more popular the category is to your audience, and the more likely that your content related to this category will be engaged.
Learning about your audience affinity will help you understand their interests so that you can plan engagement-optimized Pins.
Pinterest Analytics: Video
Below Audience Insights, you can see the Video Analytics. This section provides you metrics to measure the success of your video Pins.
For each of your published videos on Pinterest, there is a metric section that shows video views, total play time, outbound clicks, and saves.
Similar to the overview section, you can filter and sort those metrics by content type, claimed account, device, impressions, and more.
Pinterest Analytics: Trends
Under the same Analytics tab, you can see Trend Analytics. This section provides you with insights about what people around the world are currently searching for.
Moreover, you can go through each trend to see the timeline of each topic. You can also see the most popular pins related to the particular trend.
This tool can help you keep your Pinterest content up to date with the most popular topics.
Conclusion
Understanding Pinterest Analytics is an important step when planning your Pinning strategy. Compared to other social media channels, content on Pinterest stays relevant for much longer. Pins continue to appear in relevant search results for months after the Pins were originally posted.
Creating lasting, valuable content that targets the right audience on Pinterest can drive the best ROI for a marketing campaign.