Pinterest 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.
Carefully monitoring your progress and performance on the platform is important, that’s why we are going to focus entirely on Pinterest Analytics.
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?
In this guide, 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 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 Analytics: Profile Overview
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.
Pinterest Analytics: 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.
Pinterest Analytics: Audience Insights
Pinterest’s 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 were.
You can view this information at the campaign, ad set, and ad level.
Third-Party Pinterest Analytics Tools
Pinterest’s native analytics is useful in its own right, so it’s a good solution to start with.
That being said, users who are familiar with the incredible detail that comes with other native insights platforms (like Facebook’s Insights, or even their Group Insights) may feel that Pinterest’s native analytics are a little lacking. While I think their ads analytics is outstanding, the overall audience insights and overview insights are both pretty surface-level.
If you want to dig a little deeper, there are several third-party analytics tools for Pinterest that can be useful here.
Each one comes with a paid subscription (and as part of a larger SaaS product), but it’s going to give you a new look at actionable information for the platform.
Let’s take a look at each one, starting with the best. 😉
Hootsuite Impact is an ROI-focused analytics platform Hootsuite offers, and it comes with a full and native integration with Pinterest.
Because the platform is focused on ROI, Hootsuite Impact looks at your different social platforms up close (Pinterest included) to show you how your marketing efforts are contributing to actual financial profit and sales generation.
All of this is happening in real-time, giving you actionable strategic insights that can help you improve your performance well.
In addition to being able to track your own analytics for what’s happening on Pinterest, Hootsuite Impact also allows for competitive benchmarking, too.
Watch what your top competition is doing, seeing what types of content they’re using and how well its performing for them. Since competitor research should be something that all brands are watching closely– especially on social– this is a big advantage.
Viralwoot— which was previously known as “Pinwoot”– is a social media scheduler, publisher, and analytics platform for both Pinterest and Instagram.
This analytics platform does offer the standard data on engagement, clicks, and repins (found under “basic stats” and under “boards data”), but they’ve also got three unique analytics options.
Influence score, showing you how influential your Pinterest campaigns and overall presence are (more established accounts will have higher scores).
Your spam & SEO check, which will tell you how well your content is optimized for search and how much of it has been pinned directly from image uploads (which can be an indicator that Pinterest flags as spam).
The best time for you to pin, based on past data so you can optimize your content additionally.
Tailwind, like Viralwoot, is an analytics and scheduling platform for both Pinterest and Instagram.
Tailwind has a lot of actionable data and full-on Google Analytics and Omniture integration options.
They also offer cool reporting options -particularly when it comes to filtering– and some useful trend-tracking tools that give you the ability to watch trends in repins and comments, in addition to “vitality” of fan engagement over time. Since you can archive historical data to check back at any point, this is useful.
Last but not least, their unique interest heatmaps help you ensure that you’re focusing on the exact types of content your audience wants, along with coming up with new types of content to focus on, too.
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.
Whether you choose to use Pinterest’s native analytics or opt for a paid third party tool that can help you dig a little deeper, remember to focus on key metrics that matter most for your campaigns and understand how they work together.
Engagement rate— like the number of clicks or repins you received for every view– will always be the most important metric to watch, showing you the relevance of your pin.
Impressions are more important here than on other platforms, though, as optimizing your content for search is an important part of Pinterest marketing and you want to make sure you’re getting that reach.
So what are you waiting for? Pinterest’s analytics (native or otherwise!) is ready for you to optimize your content, so it’s time to get started!
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!