Vancouver Pinterest Consultant Reveals The Complete Guide To Pinterest Analytics & The Only 2 Metrics That Matter To Me
I think that the Pinterest set of analytics in general are great but there are so many to choose from they can make my head spin. To avoid that problem I have narrowed my list down and I only follow the metrics that makes sense for me, the ones that I need to improve my Pinterest marketing results.
Otherwise following metrics for the sake of it is a total time waster. To me, as a business owner and Pinterest Consultant what I want to know are the following:
1. What images are being in pinned from my website? Why, because this tells me the type of content that resonates with my target audience. I need to keep doing more of this.
2. Which pinners are pinning from my website. This tells me who likes my content and who are likely potential clients.
3. Which of my pins are pinners clicking through to my website? I like this because it tells me they want to learn more about me and possibly my products or services. Yehaa!
Before we get into more details you need to know a couple of things.
First, Pinterest analytics track data based on pins originating only from your site so you can’t rely on this tool for analytics data about your entire Pinterest presence.
Second, in order to access the analytics you have verify your website URL.
Okay so let’s dive in!
Understanding your Pinterest results:
There are 4 tabs along the top menu bar of the analytics page – the 5th one is for exporting data.
On the first tab called “Site Metrics” (see red arrow) you’ll see 4 horizontal boxes. Each box is made up of 2 individual metrics.
Pins: the average daily number of images taken from your website between your selected dates. Unfortunately this doesn’t tell me which image was pinned by who so to me it’s not worthwhile following this metric.
Pinners: the average daily number of unique people who pinned from your website between your selected dates. Unique visitor is a term used in Web analytics to refer to a person who visits a site at least once within the reporting period. Each visitor to the site is only counted once during the reporting period, so if the same IP address accesses your web site many times, it still only counts as one visitor.
Key Takeaway: What prompted a pinner to visit my website? Did I promote something on another social platform; broadcast it via email or something else? Is this the most active day for pinners to pin?
Repins: These are pins originating from your site that are being repinned. I don’t find this useful either because it’s not telling me what images are being repinned. I find that using the “MOST REPINNED” metric is better because it shows me which images are being repinned. It shows me what my target audience wants more of.
Repinners: the average daily number of unique people who repinned your pins on Pinterest between your selected dates. This does not tell me who these pinners are so I don’t see any value of following this metric.
Key Takeaway: check which days you are receiving the most repins, notice what you are doing “right” on those days and focus on doing more of the same.
Impressions: The number of times the pins have appeared on Pinterest; on the main pages, in search results, feeds or on boards. While they may not have decided to repin you image, knowing this statistic helps you assess your reach on the site. Cool stat but this doesn’t help me either.
Reach: the average daily number of unique people who saw your pins on Pinterest between your selected dates. Cool stats but this doesn’t help me either.
Clicks: the average daily number of clicks to your website from Pinterest between your selected dates. This doesn’t tell me what pinners clicked so instead I’d rather use the “MOST CLICKED” metric because it specifies exactly what image was clicked for a specific date.
Visitors: the average daily number of unique people who visit your website from Pinterest between your selected dates. I’d rather use the “MOST REPINNED” because it tells me which pinners have pinned from my website.
The other 4 tabs on the analytics tabs bar across the top:
Most Recent: The most recent pins from your website but this metrics doesn’t give you an option to track the specific date of when it was repinned. This is the same as checking http://www.pinterest.com/source/whiteglovesocialmedia.com/
Most Repinned: The top 100 most repinned pins as of the date you selected. You can only see the top pins from one day, or the last 7 or 14 days. When opting for 7 or 14 days there seems to be a glitch and the system does not give me any info so for now I’ve only been checking it for a specific day versus several days at a time. This helps you stay focused on the most popular pins.
What I love about this is that you can see the following:
a. The pinner who pinned the image.
b. The number of repins are shown.
c. You can click on the number of repins and you’ll see other pinners who pinned this image.
You can then visit their profiles to see what else they like to pin, follow them if they share interesting content, and work on nurturing the relationship from social signal to engagement to relationship to action.
Having access to this information and knowing what your customer base positively responds to can make a significant impact on your business’s content marketing strategy.
Most Clicked: These are pins that pinners click on to visit your website. Study this carefully, what are the trends, repeat and improve on the theme of these pins to drive more traffic to your website.
This is huge – is your Pinterest effort driving buyers to your website? If not you better fix something or you might be wasting your time if one of your goals is website traffic and website based sales.
Ask yourself: What images did I pin on my website that caused that number of clicks?
Export: you can also export a CSV file of the 100 most recent, repinned or clicked pins from the date range you choose. This is important if you want to capture a long term view of your statistics so that you can look for and spot trends. You can join several 14 day Pinterest reports to create this longer term view of how your account is performing.
Bottom line: I believe that the “MOST REPINNED” and “MOST CLICKED” metrics are the best for me to follow because they tell me what images my audience is resonating with and which images pinners are clicking that drive them to my website.
At the end of the day it’s getting those clicks so they have the potential to turn into sales. If growing numbers of people aren’t going to my website from Pinterest then I have a serious problem!
To find out how you can save time & have a higher performing Pinterest account email us at [email protected] and as Pinterest consultants we’ll help you get it figured out.
What’s been your experience using Pinterest’s analytics? I’d love to hear your thoughts!