Pinterest doesn’t get as much attention as other social media marketing platforms, but it should.
Its user base is steadily growing, and the diversity of users is increasing too as more men are joining the previously women-dominated platform.
Pinterest also has a lot of selling power, with more than 93% of users using the platform to research buying decisions, and with more than 40% of Pinners having an annual household income of more than $100,000.
Just like with all social media platforms, success on Pinterest means being able to find the right content and strategies to connect with your audience.
But what about how to actually make sure that you’re on the right track?
Carefully monitoring your progress and performance on the platform is important, so we are going to focus entirely on Pinterest Analytics.
Pinterest’s native analytics can tell you a lot about what content is performing best, who your followers on the platform are, and more.
Having this information is essential in allowing you to discover trends in what types of content your pinning audience most wants to see.
As you gain this information, you’ll be able to create more high-performing content, yielding more results, including repins, impressions, and clicks to your site.
In this post, we’re going to take a look at what you can learn from the native analytics platform and the data you can access from Promoted Pins to improve your campaigns moving forward.
Where to Find Pinterest’s Analytics
Finding your analytics is easy.
The Analytics tab is located in the top lefthand corner of Pinterest’s navigation bar, and all you need to do is click and decide where exactly you’d like to go.
Pinterest is only available to business profiles.
If your profile isn’t currently a business profile, you can see how to convert it here.
What You Can Learn from Pinterest’s Analytics
Pinterest has updated its analytics platform relatively recently, so if you’ve noticed any changes, you’re not alone (or crazy).
While everything used to be under one dashboard, the platform is now separated into three distinct sections:
Let’s take a close look at each.
Pinterest’s Profile Overview analytics are really straightforward and easy to use.
While I love Pinterest as a platform, after all, I haven’t felt like the interface was always exceptionally straightforward to easy to use in some iterations, so businesses can breathe a sigh of relief.
You’ll see right away that the “your profile” section is divided into four different categories:
- Saves (repins)
- Clicks on your pins
- All-time (which gives you quick data on your content’s performance over time).
Here, look at the “Impressions From” note, where you can change the different time frame for which you’re given the data.
You’ll also notice that there’s an “Export data” button in the top right-hand corner, which lets you download these reports, and an “All apps” drop-down menu.
If you click on this “All apps” menu, you’ll see that you can actually view the analytic information for specific types of devices, which can give you some ideas about whether different types of content do better on web vs mobile, or iPhone vs. Android.
The impressions, the Saves, and the Clicks tabs will show you more information about the total number of impressions/repins/and clicks your individual pins and boards received.
Each tab will actually show you all of this information, but each tab will prioritize order based on its specific metrics.
In other words, the impressions tab will show you the highest number of impressions received, while clicks will organize the pins based on the number of clicks.
All pretty straightforward, right? 😯
The all-time tab is the one that is going to give you unique information that the other three don’t.
It will tell you your most shared pins of all time, the pins that performed best in search, and those with a high number of saves, clicks, and potentially other engagement.
People You Reach
Right now, the People You Reach section has been pretty stripped from what it used to be, and currently we’re really only seeing reach in this section.
You can see how many viewers are seeing your pins, and those who actually engage.
There used to be more information here about the actual audience members that you’re reaching, but this has been moved to the new and improved Audience Insights, so let’s go ahead and take a look at those.
Audience Insights (Beta)
The new (and beta) Audience Insights will give you a lot of information about your specific audience, which you can compare against Pinterest’s overall audience base.
You can see your audience’s age, gender, location, and devices used.
The part of the Audience Insights that I like most, however, is the interest data.
Pinterest will show you what percentage of your audience is interested in different categories of interests.
When you click on the larger, broader categories, you can even see details about specific areas of interest from your target audience.
The subsections part of The interest data is new, and I think it’s a huge asset.
Being able to see exactly what your audience is interested in will be essential at not only helping you create better content, but to actually help you generate new ideas.
What About Analytics for Promoted Pins?
Just like with Facebook or Twitter, you have your organic analytics, and then your PPC analytics.
Your insights for Promoted Pins will be available through the Ads Manager.
For quick access, you can choose “Reporting” under the Ads drop-down menu.
You’ll need to view each individual type of campaign, so your Traffic campaigns will be listed separately from your Brand Awareness campaigns.
You’ll be able to see the overall data from each type of campaign, including your total impressions, saves, clicks, CTR, CPC, and total spend.
When you view your individual campaign metrics, you’ll also be able to see these statistics for each campaign that you’re running.
Here, you can pause or edit your campaigns, and see which are most effective at the best price point.
Again, this will help you find the best content, but it can also give you insights into how accurate your targeting criteria was.
You can view this information at the campaign, ad set, and ad level.
Carefully monitoring your Pinterest Analytics and turning those insights into actionable changes will help you succeed on the platform.
Looking at what’s working with both your organic content and your Promoted Pins will give you valuable data that you can use to make marketing decisions moving forward, including using high performing organic content to impact the types of pins to create for your Promoted Pin campaigns.
Good, we’re done for now.
It’s time for you to get to work!
What do you think? How do you use Pinterest analytics? Do you use any third party analytics tools? Let us know what you think in the comments below!