No matter how long you’ve posted on Pinterest, brushing up on your marketing strategy never hurts. Using Pinterest analytics for business can help direct your content and campaigns to your target audience. These tools show you what’s working (what’s flopping) and how to keep your Pinterest strategy strong. 

What Are Pinterest Analytics?

In a nutshell, Pinterest Analytics helps you understand your business’s presence on the platform. You can track all your paid and organic content to see what is getting the most attention. These insights can help you determine what content resonates with your audience and which strategies need to be tweaked for future posting. It’s a super useful tool for enhancing your Pinterest marketing strategy, especially when you know how to leverage it.

How to use Pinterest Analytics

Before you can track your Pinterest analytics, you must have a Pinterest Business Account. Setting up a successful business account isn’t tricky, but True Anthem has some crucial steps you should know before you get started. 

After creating your account, you’ll have access to the Analytics page. You can find this at the top left corner of your Desktop dropdown or by tapping your profile photo on the bottom right of your mobile app. From here, you can select an Overview to get a snapshot of how your pins performed or navigate to specific analytics, such as: 

• Trends– shows you popular pins and Pinterest Niches
• Audience Insights– used to research your followers
• Conversion Insights– tracks paid posts and campaigns 

Important metrics to track with Pinterest Analytics 

Pinterest analytics are only as valuable as the methods you use to track and interpret them. You can’t see the value in Pinterest for publishers and businesses if you cannot prove your campaigns are performing well. 

While you want to make sure to take a look at all your Pinterest analytics equally, some may apply to your business more than others. Here are some of the top analytics you want to track as a part of your Pinterest marketing strategy. If you’re a new Pinner still learning the platform, check out these important Pinterest terms to help guide you.

Metrics for General Tracking

• Impressions: How often do users see your Pins on the homepage, user boards, or in search results? Impressions will show you! You want a high impression rate to show your content is on trend.
• Saves (Repins): A high save rate is a great thing. This means users like your content enough to save it for later. Saved Pins can also show up on follower feeds for double reach.
• Engagements: Engagement is one of the most desired results of content on social media. High engagement shows how much your audience is connected.
• Pin Click Rate: A pin click rate is the percentage of clicks on a Pin that takes users off the platform. This is an excellent metric for analyzing the relevance of your content.
• Engaged Audience: Engaged audience is another analytic that measures engagement, showing how users have engaged with your post: saves, reactions, comments, and clicks.
• Total Audience: This metric shows how many users saw your pin. A high impression rate but a low total audience metric means some users saw your Pin multiple times.
• Video Views: Short video content is becoming one of the best strategies for publishers to stay on trend. Video views tell you if your content is on trend and connecting with your audience.
• Outbound Clicks: You want people to navigate from your pin to your website, and this metric will let you know which pins drive the most traffic.
• Pin Clicks: Pin Clicks (as the name applies) measure the total number of clicks on a Pin.

Analytics for Audience

• Conversion Insights: You want a mix of organic and paid Pins to support your Pinterest strategy. Conversion insights will show you how well each category is doing.
• Affinity: Does your audience care about your content? This metric will tell you just that and help you create successful Pinterest campaigns.
• Top Converting Pins: This metric helps you pinpoint your top-performing Pins. You want to know why your Pins are performing well so you can mimic specific actions on future posts to continue building your page.
• Demographics: Understanding your audience will give you a better chance of creating content that appeals to them. Demographic data helps you hone in on your strategy in areas such as language, device stats, gender, and interests of your users.
• Page Visits: Knowing the number of page visits is crucial to keeping track of website conversions. They show you how often users visit your website from your Pinterest content. 
• Add to Cart/Checkouts: Using this metric in combination with Page Visits will show you how many page visits lead to purchases on your website. 

Pinterest Analytics help your marketing strategy 

We get it– Pinterest analytics can be pretty overwhelming. There’s a lot of information to digest, and it may take some time to familiarize yourself with each metric to find the ones you should focus on first. 
Try not to stress. Pinterest has many benefits for publishers and is more than one way to reach your audience. Start with creating quality content, see how your Pins perform, and start experimenting.

Contact us to schedule a demo and see how we can automate your social media posts to elevate your Pinterest marketing strategy.