On the off chance that you work for a brand or own a business that makes incredible images or visual content, Pinterest could be an extraordinary organization for you. A visual discovery platform, Pinterest is an easy way for people to find inspiration by creating mood boards using ‘pins’.
With 445 million month to month dynamic clients as indicated by Statista, Pinterest is the fourteenth biggest web-based entertainment stage behind Twitter and Reddit. It’s also popular with women (76 percent of its users are women, according to Hootsuite) so it’s a channel to think about if you want to target that audience.
But as with any social media network, it’s important to understand how your content performs so you can adapt and optimize. This implies you need to know how to utilize Pinterest analytics to acquire experiences for your content and strategy. Let’s find out how to get the best out of the platform using analytics.
Claim Your Pinterest Account
To access Analytics, you must verify that you have a business account. If you don’t have a business account, a prompt to upgrade to a business account will appear in the upper-right corner of your Pinterest page.
Just click on it and follow the simple steps to upgrade. You can then claim your website to make sure your profile picture and logo show the pin from your site. Once this is done, you will see ‘Analytics’ in the top right corner of the drop down menu.
After creating or switching to a business account, you can also:
- Introduce a ‘Save’ button so clients can stick from your site and you can get analytics on reference traffic from pins
- Add a tag to track any action a user takes after viewing your promoted (paid) pins.
What Should You Measure on Pinterest Analytics?
You will find a ton of data given by Pinterest. This data can then be broken down into categories so you can understand how to read the numbers.
In 2021, Pinterest generated $2.5 billion in revenue, a 56% year-over-year increase as reported by Business of Apps, so it’s worth understanding what content resonates with users.
As indicated by Pinterest, you can utilize its analytics to-
- Survey explicit Pins: Snap ‘All Pins’ to see your general exhibition or select Standard Pins, Item Pins, Thought Pins or Video Pins to survey a particular configuration.
- Filter Results: Use the filter panel on the left side of your screen to view your content by date range, claimed account(s), content type, product group, device, age, gender, source and format.
- View Top Pins or Boards: Scroll down to view your top boards or top pins by impressions, engagements, pin clicks, outbound clicks or saves.
- Export your data: Click ‘Export’ to get a snapshot of the selected data (CSV file format)
As a beginner, there are six measurements you ought to track and screen routinely.
#1 Pins
Under the ‘Metrics’ tab, you’ll find pins generated from your website content. This number is important because it shows you the average amount of daily content pinned from your website.
This will show you if your website content is worth putting on your boards. If you’re not showing the numbers you want to see, it’s time to rethink your visuals. Create great content that attracts and engages Pinterest users to increase your pin clicks and click-through rate. Here is an example of a pin from the supermarket chain Tesco, organized into categories.
You should also consider moving your ‘Pin It’ button, so people see it and are more inclined to click on it. Change your visual content and then keep track to see if you see changes for better or worse. Pay attention to time periods so you can identify the content you’ve changed over time as this will help you determine what’s working well and which campaigns are performing better than others.
You can then involve this to act as an illustration of what your content ought to resemble to get more pins. Likewise, if the content sees a drop in pins, your visuals aren’t working well. Keep trying new ideas and tweaking your content to see what works best.
#2 Saves (previously known as Repins)
You’ll find this metric on the ‘Site Metrics’ tab. Saves are highly desirable because they help encourage engagement. At the point when clients save content to their sheets, it permits their supporters to see it in their feeds. This gives more exposure to people who don’t follow your account.
You’ll see an average number of daily saves, which is an indication of how well your visuals are performing. You can compare your Pins to your Saves, so you can see how well you’re doing in reaching a wider audience. The reserve funds are a reward and an extraordinary method for developing your crowd.
#3 Impressions & Engagements
Impressions measure the number of times your pin was shown to a user. Pins might show up on your landing page, in query items, or on another client’s board. As with all social media networks, remember that a user can count multiple impressions.
Impressions are a big deal because they tell you how often people view your pins. Getting a high pin impression rate means your content is buzzing or on-trend (and liked by Pinterest’s algorithm).
The commitment metric shows the absolute number of commitment your pins have gotten. This includes Save, Pin Clicks, Outbound Clicks, Carousel Card Swipes, Collection Clicks, and Idea Pin Forward/Backward Swipes.
You can also use this metric along with the total audience to calculate the engagement rate. This will help you understand the content people are engaging with so you can create more of it.
#4 Page Visits and Views
Scroll down to the bottom of the Metrics tab to see how much traffic Pinterest has helped drive to your website through ‘Page Visits’. While certain pins assist with acquiring adherents or commitment, others drive traffic. You can measure this with ‘Add to Cart’ and ‘Checkout’ metrics to see if your website is performing.
Views can be viewed as monthly views and video views (yes, Pinterest promotes video content with Pinners viewing nearly a billion videos a day). Video views are counted as the number of views of at least 2 seconds in which 50% of the video is watched.
These measurements empower you to see what activities individuals take in light of content. Ideally, you want both types of engagement to determine which pins send people to your website and adjust content to see improvements in that type of activity
Examples of visuals that work well to drive people to your site can include calls to action, how-to instructions, or stunning images.
You want new and returning visitors to acquire customers and expand your reach. New visitors can also increase reach on Pinterest with the opportunity to ‘save’. Plus, if they’re coming back from Pinterest, that means they value your content, and that’s what you want.
#5 Top Converting Pins
It is critical to gauge your top pins in light of various change objectives which can be tracked down under ‘Transformations’. These objectives incorporate impressions, pin clicks, saves, page visits, add to truck, and checkout.
This metric will show the performance of your pins in performing specific actions. For example, if you want to increase website traffic, see which types of pins are effective in doing so and why. If certain pins perform better in each category, you may have found the secret to Pinterest success!
Look for patterns in your content such as types of images, colors used (basic design principles), type of text, and anything that stands out with similarities that you can use to plan more similar content. can. This will allow you to gain more exposure with your account by consistently providing content that people value.
#6 Audience analytics
In your social media marketing, knowing your audience (or buyer personas) is essential and Pinterest is no different. Fortunately, there are a few incredible measurements you can take advantage of to dive deeper into your supporters and other Pinterest clients.
- Demographics – It gives you insights about demographics like gender, device, preferences, etc.
- Conversions – This tells you about organic and paid leads so you can measure CPA and ROAS
- Page Visits – As mentioned earlier, this is the number of people who came to your site from Pinterest (this can be useful in light of shoppable posts using Product Pins).
- Affiliation – This tells you how much the audience cares about a topic so you can tap into trends and hot topics.
- Add to Cart and Checkout – These metrics track activity when someone has clicked on your link on Pinterest. The first tracks how many times people have added items to their cart while the second tracks purchases.
- Trends – Pinterest Trends allows you to see what content is popular and you can filter it by location, keywords, gender and some other factors.
Use Pinterest to Drive Engagement & Sales
Pinterest is a compelling stage for visual content and offers extraordinary chances to associate with crowds. Figure out how to utilize online entertainment to increase brand mindfulness and drive.
At Sunnyday Consulting we help you use Pinterest to cover areas like social research, analytics, social strategy, and even social customer service to help you advance your social media strategy. Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
