Pinterest Social Media Marketing: Ultimate Guide To Understanding Your Pinterest Business Analytics
In order to access the analytics you have do these 2 first:
First is you have verified your website URL
Switch to Pinterest’s new look
Second choose the time frame last 7 days 14 days or 30 days. By the way, Pinterest only started collecting data for verified website on November 1, 2012. Your data will go back to that date or the date you verified your website on Pinterest.
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. What this tells you is what is trending popular right now with your market. Add more of those types of images to make your product images go more vital.
Pinners: the average daily number of unique people who pinned from your website between your selected dates. Are you trending up or down? Adjust, test, stay active and get more action on your website.
Repins: the average daily number of times pins from your Pinterest website were repinned on other people’s Pinterest websites between your selected dates. Are you trending up or down? Make adjustments, experiment. You goal is more repins not less.
Repinners: the average daily number of unique people who repinned your pins on Pinterest between your selected dates
Impressions: the average daily number of times your pins appeared in feed, search or boards on the web, iOS and Android between your selected dates. Meaning how many times did your pins come up when someone types in a search term in the Pinterest search box. This tells you if you are popular or not. If not – experiment, watch your metrics try and gain popularity.
Reach: the average daily number of unique people who saw your pins on Pinterest between your selected dates
Clicks: the average daily number of clicks to your website from Pinterest between your selected dates. 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 the goal is website traffic and website based sales.
Visitors: the average daily number of unique people who visit your website from Pinterest between your selected dates. Is it trending up? If not change something and monitor this number.
You can change the date range for your results from the left date menu, and you can export your results to a CSV file on the right.
The other 4 tabs on the analytics tabs bar across the top:
Most Recent: The most recent pins from your website. I don’t see any real benefits here.
Note: You can’t select a date in the Most Recent tab because it is a live feed of things being pinned from your website.
Most Repinned: The top 100 most repinned pins as of the date you selected. This helps you stay focused on the most popular pins.
Note: You can only see the top pins from one day, or the last 7 or 14 days.
Most Clicked: The pins that drive the most traffic to your website. Obviously you want to know what makes people take action click and visit your website. Study this carefully, are there trends, repeat and improve on the theme of these pins to drive more traffic to your website.
Export: you can also export a CSV file of the 100 most recent, repinned or clicked pins from the date range you chose. 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.
In summary I think that the email that Pinterest sends you everyday is more valuable that the analytic metrics described above. For me it is. What I love about the daily email is that you know exactly who is engaging with you. The “Analytics” only give you data on the pins from your company website while the daily Pinterest email gives you info on all the images that you have uploaded and all the images other people have repinned from your Pinterest pages. And it is not uncommon for your corporate Pinterest page to rise higher in the search engines than your company website. Hence you might get more traffic eventually on your Pinterest page than your website. Think about it.
The information from the daily Pinterest email gives you more insight as to what your followers like outside what you offer on your own company website. And as a business you want to know this.
You gain a deeper understanding of people’s likes, lifestyles, issues, dreams etc that is what the emails gives you. It even captures your efforts from work you have done months ago. You have followers… you want to understand them in order to communicate with them more effectively. You can connect, and get more engagement with the daily email data. You can comment back to them, like them, you see their face, what they like etc. You want data on the folks who actually took action on your pins. So its nice to know what they like. You can build a relationship. It is called Social Media after all. For business this is valuable information that you can’t get from the analytic metrics. The email information quality allows you to alter your messages to connect with more people at a deeper level to help you drive more traffic and increase sales.
This information provided by Pinterest is one of the reasons it is such a powerful and unique tool. Both forms are data are valuable and both need to be maximized. It would be a costly mistake in my opinion to consider the analytical metrics more valuable than the info provided in the daily email data summaries.
Here’s what the daily email I get from Pinterest provides you that the “Analytics”:
1. Pinterest users that are following your account.
2. Pinterest users that is following your specific boards.
3. Pinterest users that repinned your pins.
4. Pinterest users that liked your pins.
5. Pinterest users that have commented on your pins.
6. Pinterest users that accepted your board invitations.
What do you think of Pinterest’s analytics? What have you done with it? I’d love to hear your thoughts on it. Comment below.
To find out how you can save time & have a higher performing Pinterest account email us at firstname.lastname@example.org and we’ll book you in to speak to an advisor at at time that suits you.