Pinterest Analytics, The Keys To Making Them Work For Your Business

by Stephanie Nelson on Mar 26, 2014
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pinterest-logoVisuals are increasingly important bits of content.

The social networking consumer thrives on images to share.

That makes visual outlets like Pinterest increasingly important platforms in a company’s marketing plan.

The key here is to stop the guess work with what images work well. We need to focus more on testing and analytics to get to the core numbers behind what images work and what images leave folks wanting more.

Luckily, Pinterest launched their own analytics last year. They still have plenty of room to improve, but let’s look closer at how we can leverage the suite of tools that Pinterest provides today.

First Things First

To gain access to Pinterest’s analytics, your account must be a business account and your website must be Pinterest verified. From there, to access your analytics, you simply click your business name in the top right corner and choose “Analytics” from the drop-down menu that appears.

How to find Pinterest analytics

What Do You Get

Once there is information in your analytics dashboard, it’s important to note that the information is solely about pins from your website.

It does not include information on pins you generate from others’ websites nor from any pins you repin to your account.

But, luckily, most of the engagement with your brand on Pinterest happens outside of your brand page. Pinterest and Instagram marketing company, Curalate, calculated that 70% of all brand engagement on Pinterest is community driven, meaning it happens off of your brand page.

Overall, the Pinterest analytics dashboard is extremely easy to read. It breaks down into 4 areas:

1. Pins and Pinners
Pins (the daily average of pins from your website) and Pinners (the daily average number of people that pinned something from your website

Pinterest Analytics Pins Pinners

2. Repins and Repinners
Repins (the daily average number of times pins from your website were repinned on Pinterest) and Repinners ( the daily average number of people who repinned your pins)

Pinterest Analytics Repins Repinners

3. Impressions and Reach
Impressions (the daily average number of times your pins appeared on Pinterest in the main feed, in search results, or on on boards) and Reach (the daily average number of people who saw your pins on Pinterest)

Pinterest Analytics Impressions Reach

4. Clicks and Visitors
Clicks (the daily average number of clicks to your website that came from Pinterest) and Visitors (the daily average number of people who visited your website from Pinterest)

Pinterest Analytics Clicks Visitors

Analytics are also exportable as a CSV file that can be opened in Excel or Numbers (or comparable software), so you can easily tally your number of repins, impressions, visitors, etc. or convert the data into appropriate graphs.

Pinterest Export Button

The Good and The Bad

There are a few downfalls to Pinterest’s analytics, namely:

Lack of History
Analytics start with the day and time the website is verified. They are not retroactive, so you will not see information from before this day and time, even if you were pinning to a business account prior to that.

Lack of Uniques Tracking
Each time a pin is generated from your site, that pinner is counted as an individual pinner. So even if one person is posting each of your original pins, and that person posts 6 original pins, the analytics will look like you have 6 pinners. Same goes for repinners.

Only Your Website
The analytics are solely for pins from your website, so it doesn’t give a complete overview of how folks are interacting with your Pinterest account. You can get an idea of that by looking at your notifications and manually noting which pins/types of pins get likes, repins, etc. But information on people interacting with pins you’ve repinned is not included in your analytics data.

Pinterest Notifications

Hacking the Good
However, some data is better than none. Pinterest analytics combined with information from your notifications can give you a great idea of what content resonates with your audience, giving you a better idea of what to pin and what not to pin.

In addition, using the date range option in the analytics dashboard can help you see what resonates day-over-day and month-over-month, giving you a place to start when you’re setting strategies for next year.

Which day gets the most pins and repins? What did folks interact with in January versus June?

You can also compare the repin metric to the click metric to get an idea of what content drove interactions on Pinterest versus what content drove visitors to your website. Depending on your goals, having this information at your fingertips can help you decide what types of content are more successful for your strategy.

Matching Pinterest’s analytics with your website’s traffic statistics can also help you set your an online strategy. Use this data to maximize traffic and audience engagement by strategically testing different days and times to pin.

Tracking Those Dollar Bills

Folks interacting with your Pinterest account is nice. Pinterest driving traffic to your website is great. But if it doesn’t translate to dollars, what’s it really worth?

If you have an ecommerce site, results should be easy to track. If you pin a product with a link to the purchase page and more of that product is purchased, your pin was successful and translated into money in your pocket.

For brick-and-mortar stores, it can be a little more difficult. But your inventory can tell the story. If you pin a product and inventory on that product goes down, you can attribute at least some of the sales to Pinterest. Your staff can be invaluable here, too, by asking what brought customers into the store.

Service providers (those without a physical product to provide customers) shouldn’t discount Pinterest, though. Pinning links to blog posts and your website give potential customers another touchpoint with your company and potentially sets you up as the expert in your industry. Just make sure your blog posts include an interesting graphic to pin to grab folks’ attention.

Pinterest’s Effects On Your Overall Marketing Plan

Even as many companies try to keep marketing and customer service in their own separate buckets, business owners and top-level managers would be remiss in thinking customer service isn’t its own piece of marketing. Give your regular customers a real-life VIP experience by creating a special board for them and inviting them to pin ideas on how to use your products there. There’s no better way to boost engagement – and sales – than by making someone feel special!

Does your marketing plan include customer testimonials? Create a testimonials board to give your customers another outlet to sing your praises!

If print ads are still part of your marketing plan, make them do double work! Create a Print Ads board and pin them there, too. If the ad/offer is time sensitive, be sure to note that in the description.

Pay-per-click and SEO efforts can also do double duty. Keywords used for other search marketing outlets can be used in your pins’ descriptions to make them more searchable within Pinterest.

The opposite is true as well. If you see that a certain word or phrase is used in the descriptions of your pins that are getting a high amount of engagement (likes, repins, etc.), use a keyword tool to check the search volume for your pay-per-click and SEO efforts.

Don’t make Pinterest stand alone. Use your blog and website pages as fodder for pins. Use your pins as fodder for Facebook posts and Twitter messages.

At the end of the day, Pinterest should be another arrow in your marketing quiver. Make all of your marketing – online and offline – work together to get the biggest bang for your buck!

Post Author

Stephanie Boyette Nelson is a Charlotte, NC-based marketing professional. Her nearly 20 years' experience runs the gamut – print ads, print newsletters, event coordination, e-mail newsletters, paid search, SEO and social. She is currently Social Media Maven/Owner at SBN...

  • Jennifer Reeves

    Why aren’t there any 3rd party analytics sites for Pinterest yet?

  • Danny Maloney

    The observation that most brand engagement occurs outside of a brand’s profile, is a dangerous generalization. That tends to be true for large brands that have a lot of web traffic and actively drive pinning on their site; however, it’s often not the case for smaller businesses with a less established brand name.

    Either way, you should be measuring the complete picture- pins from your domain, reaction to content you’re pinning, getting a sense if who is in your community, etc- that way, you can learn more faster. Such data lets you test content strategies, better target your audience and see what is organically resonating to inform merchandising and promotions. To get there, you’ll need to complement Pinterest’s own web analytics with another tool for the reasons listed above.

  • Curalate and Piqora are two great tools for this.

  • Not sure it is “dangerous” Danny. Perhaps misleading if your stats are right. Would love to include any data you can point to.

  • Thanks for the link to this resource Danny. Amy always has great content.

  • Daniel Maloney

    Out of necessity, busy people look for easily digestible soundbytes to guide their strategies. If those soundbytes are overly generalized or misleading, it leads people to take the wrong actions and focus on the wrong metrics to gauge success. In that sense, misleading data is dangerous. In this case, a business might determine that building a presence and engaging users directly on Pinterest isn’t necessary. That would likely lead to long-term failure, or at minimum, substantial missed opportunities.

  • Like I said, if you can point me to data that can tell the whole story, as you see it, we would be happy to share it.