If you’ve given Pinterest marketing a try, you’ve probably noticed some metrics that appear on your Pinterest business homepage. What do they mean and how should you use them? Here is your guide to understanding Pinterest analytics.
The Metrics That Do Not Really Matter
When it comes to understanding Pinterest analytics, the metrics can be somewhat confusing for beginners. Some marketers will also be disappointed to see they still have no followers, their monthly views are low, or lower than they were previously.
Don’t fret! First and foremost, the number of Pinterest followers you have or do not have is not a reliable indicator of the performance of your pins or Pinterest marketing strategies. Anyone can view your pins whether they follow you or not. Since Pinterest is a search engine, it is better to focus on Pinterest SEO and ranking in search rather than increasing monthly views and followers. It can be difficult not to focus on that monthly view count that is publicly visible on your profile, but it’s really ok to ignore this number.
The Metrics That Really Do Matter
So what metrics really matter on Pinterest? Most importantly, you want those link clicks. That is the reason you are using Pinterest to begin with, right? You can track those per pin or in total for the month. When you first log in to the business hub, you will see the total link clicks from the last 30 days as shown below.
When you click on the red button titled “see analytics” you will get to the analytics dashboard which tracks a number of metrics shown below. Impressions and engagements are good indicators of the overall performance of your Pinterest business account.
Here is a breakdown of each and what they mean:
- Impressions: The total number of times your Pins were shown.
- Engagements: The total number of engagements on your Pins. This includes saves, closeups, link clicks, and carousel card swipes.
- Closeups: The total number of times people viewed a close-up version of your Pin.
- Saves: The total number of times people saved your Pins to a board
- Link clicks: The total number of times people have clicked on yourPin to a destination on or off of Pinterest.
- Total Audience: The number of people who view or engage with your pins – whether in search or in a Pinterest feed (both organic and promoted pins).
- Engaged Audience: The number of people who engage with your pins – saves or clicks.
These definitions can be found on the Pinterest help page.
If you scroll down you will find a drop-down menu where you can track the performance of individual pins. This is a great way to see your top-performing pins, with the top pins listed first:
Your Pinterest marketing strategies should always take these metrics and top pins into account. For every top-performing pin you have, try to create five that are similar and go to the same link destination.
Pinterest analytics also display audience insights, which are very helpful with new pin strategy. You will be able to see the categories and interests of your audience, their age group, gender, location and device. Here is an example of some audience insights:
If you notice similarities, it might be worthwhile to create a promoted pin and target a specific audience. You can also use this information for ongoing strategizing when you create new content.