Pinterest comes equipped with an exceptional package of tools, and those numbers may be fun to watch. Still, they are critical for tracking and measuring your Pinterest content and management performance over time.
Whether you want to boost the number of free Pinterest followers on your account or drive traffic to your website, this social media platform provides in-depth metrics and charts that no other social media site really does.
To boost your Pinterest account, you need to do more than create and upload aesthetically-pleasing photos. If you want to leverage Pinterest Analytics to drive the best results, keep reading this detailed guide!
How to Access Pinterest Analytics?
To view Pinterest Analytics, you need to have a business account. All the analytic tools are only available for business account users. If you’re currently using a personal account, switch it to a business account.
To view analytics, simply sign in to your business account, and you will see the “Analytics” tab at the top of the page. Its drop-down menu will show you options like “Overview” and “Audience insights.”
Overview – The analytics overview section gives you an “overview” of your account, pins, and boards. You can leverage different filters to view results such as date range, device type, age, etc.
Audience Insights – The audience insights dashboard gives you a great idea about your audiences (users who see or engage with your pins), like their age, gender, location, and device. This can be ideal for you to curate similar content while keeping these factors in mind.
Common Goals for Pinterest Marketing
The most common goal for Pinterest users is to either drive traffic to their website or increase brand awareness.
Driving Traffic – You may wish to drive quality traffic to your e-commerce website, product page, landing page, blog, or YouTube videos. Having this primary goal means watching out for metrics like outbound clicks, engagement rate, and top pins and boards.
Boosting Brand Awareness – You can find several SMEs on this platform promoting their brands to make more people familiar with their business. If you’re also one of them, your best bet would be to monitor the number of followers, impressions, and total audience your account has.
Top 10 Metrics to Track with Pinterest Analytics
Here are the top 10 metrics that you should track with Pinterest Analytics to help you attain your ultimate goal:
1. Impressions
Impressions are more like “views” of your pins. It tells the number of Pinterest users viewing your pins on their home feed, other user’s board, or search results.
Of course, stronger impressions mean that your pins are well-optimized and follow the latest trends. You can utilize your top pins based on impressions for inspiration for your future pins, too.
2. Engagements
Engagements mean the number of saves or clicks that your pins are getting. Obviously, your engagement rate will only be higher if your audience likes or resonates with your content.
You should also tally engagements with outbound clicks because if outbound clicks are higher than engagements, your content isn’t enticing enough to redirect them to another site.
3. Outbound Clicks
Formerly known as link clicks, outbound clicks tell the number of Pinterest users who click on the Pin’s destination URL. This metric can be imperative for people who want to drive traffic to their website.
If outbound clicks show a spiking rate, your Pinterest marketing strategy and campaigns are working great and providing exceptional Return on Investment.
4. Pin Clicks
Formerly called close-ups, pin clicks tell the number of total clicks on your pin. Users will only click on a pin if it is exciting or engaging enough to catch their attention. Therefore, higher pin clicks mean that you are using suitable titles in your pins, and your pin images are highly optimized with great text, colors, and pictures.
5. Saves
Previously known as re-pins, saves measure the number of times your pins are saved by someone else on their board. Having more saves means that your content is highly relevant to the audience.
Furthermore, a higher number of saves will also benefit you from a broader audience as more users will get exposure to your pins since they are saved on another user’s board.
6. Top Pins
The top pins section allows you to sort your best-performing pins based on impressions, engagements, pin clicks, outbound clicks, or saves.
You can sort out the pins according to any specific metric that matches your primary goal. So, for instance, if your main goal was to drive traffic to your Etsy website, you could sort the top pins by outbound clicks. Assessing top pins based on outbound clicks can be a fantastic way to create similar future content or promote them for increased leads and sales.
7. Top Boards
Again, top boards can also be sorted out based on the different metrics mentioned above. The best thing is that you can also hover over your top boards, and you will be able to see the metrics summary.
Your top boards can guide you on how you can optimize the rest of your boards to drive better results or create similar boards down the road.
8. Followers
Although followers are not one of the most critical metrics of Pinterest because you can still get higher clicks or impressions without having a million followers, it can still give you a perception of how well Pinterest users like your content.
A higher number of followers can also help you get higher amounts of clicks or impressions down the line. Make sure you create quality content and your pins are well-optimized.
9. Total Audience
The total audience tells the number of users who have seen or engaged with your pins. Remember that your audience is not your followers. So, a higher total audience count means that other Pinterest users like your content, increasing your site’s traffic and brand awareness.
10. Engaged Audience
The engaged audience includes all users who have engaged with your pins. A more engaged audience tells your strategy and content quality are excellent. Thus, they can significantly help you gain visibility on the platform and increase brand awareness.