Before we dig into your Pinterest analytics, tell me, have you fallen into the trap of focusing on your MONTHLY VIEWS? Pinterest makes that number seem so important, don’t they? First of all, it’s right there in your face when you look at your account. Second, it’s typically a high number (i.e. 100K+) so that must be good, right? Well, yes and no.
To clarify this off the bat, impressions and monthly views only count how many times a pin you pinned (whether it’s your content or someone else’s content) shows up in a feed. Meaning, someone could’ve been scrolling through their search results and they rolled right past your pin. No click, no save, no engagement whatsoever. So, you see, this stat doesn’t do a whole lot for you.
(Okay, quick side note… If you are seeing your impressions and view increase, this is showing you that Pinterest values your content enough to push it out there more. HOWEVER, don’t freak out when you see this number dip. It is totally NORMAL for this number to fluctuate daily. Just focus on pinning fresh, high-quality content. Consistently.)
Now let’s get to the good stuff.
You are probably wondering, “If I shouldn’t focus on impressions or monthly views, what should I focus on?” Well, think about your ultimate goal with Pinterest. You want to bring more traffic to your website/blog/online shop so you can convert them into leads/subscribers/customers. Right? So, the stats you should focus on are the ones that measure that. Let me break it down.
Have you ever looked at your audience insights? You can locate them up at the top left, under the “Analytics” tab.
Your audience insights will show you quite a bit of valuable info about your audience, from demographic information, age/gender, the device they use, and most importantly, their interests.
The categories and interests can be hard to wrap your head around so I’ll walk you through how I look at it.
Pinterest will default to sorting the categories by “Affinity” which is how I like to view it too. Affinity is the measurement of how interested your audience is in a particular topic compared to the rest of Pinterest users. If the category with the highest affinity is aligned with your niche, then you have built and attracted the right audience here on Pinterest. If it doesn’t, then it probably means you have boards that are unrelated to your niche (i.e. recipe boards but you are a web designer) and that is the content people are engaging with.
TIP: Move any boards that are unrelated to your niche to secret so you can still access them. Focus on creating and pinning to a variety of boards relating to what your ideal audience would be searching for.
It takes time to curate your ideal audience so I will generally only look at my audience insights once every month or even once a quarter.
Next up, let’s look at your Account Overview. Click on “Analytics”, then “Overview”.
Set your filters to what you want to look at.
Date Range: You can choose any of the pre-selected timeframes or you can set a custom range. I typically look at the last 30 days or choose a custom range for the previous month when I sit down to review my previous month’s stats at the start of every month. *Note: This analytics dashboard launched back in January of 2019 so that is as far back as you can go when looking at custom dates.
Content Type: Feel free to leave this set to “All” if you haven’t run any promoted pins in the past. If you have then you will want to look at just “organic”, “Paid and earned”, or “All” split by content type.
Claimed Account: If you pin a mix of your content and others, be sure to select “yourclaimedwebsite.com”. If you leave “All Pins” selected, you will be looking at data for everything that you’ve pinned. Alternatively, you can select “Instagram” or “Etsy” if you have those claimed to see how those pins specifically are performing.
The rest of the settings I leave as is, but feel free to play around with them. For example, if you have been creating and pinning video pins and want to see how they are performing you can select “Video” under “Format”.
Now once you have your filters set you can look at a few different things. Here is a breakdown of what I look at:
Engagements – This is the total of Close-ups, Saves, and Clicks. It is important because it means your pin stopped them in their scroll. (Well done, friend!)
Next, I like to break it down to see each of those categories within Engagements.
Close-ups – If this number is high, it means people wanted to get a better look at your pin or read the description. TIP: Make sure you have a strong CTA on the image and in the description.
Saves – This shows that people are interested in your pin/content but don’t necessarily need it right now. TIP: Select “Saves” from the drop-down menu at the “Top Pins” section in your Pinterest analytics. Click on a few of your top pins, then click “See More Stats” up at the top. Take a look at boards people are pinning it to. If they are relevant boards (aka your target audience) that’s great! See what other types of content they are pinning to give you ideas for new content.
Link Clicks – This is the holy grail on Pinterest. You want people to stop their scroll for your pin and click through to your site. It’s important to be clear with what the pin is about and include a CTA if possible.
Assess each of those numbers to see how your pins are performing and if you need to make any adjustments to your pin designs and title/descriptions.
You can also look at Link Click Rate. This is your click-through rate (CTR) and is your clicks divided by your impressions. Anywhere between .2-.5% is the average on Pinterest (it varies by niche) so if your CTR is higher than .5%, you are doing great!
As you look at the graph, take note of what days you see more impressions or engagements. Did you implement any new strategies? These are things you want to take note of for reference later on.
Below the graph, you will see your “Top Boards” and below that your “Top Pins”. I will look at the impressions and engagements of my boards to see which boards are performing best. When I create a new pin and want to schedule it to multiple boards, I will pin it to the most-relevant, top-ranked board of mine. I will also, use the board statistics to see what boards my audience is most interested in and I will create additional boards with similar topics and keywords.
Finally, let’s look at your “Top Pins”. There is a goldmine of information in this section. Here is how to use it:
First, I like to look at this two different ways. One filtered by “All Pins” and other by my claimed URL. These settings can be changed over the left-hand side as we did in the beginning. The reason I like to look at “All Pins” is to see how the other content I have been pinning is performing. Look at the pin design itself as well as the title and description. Take note of this when thinking of new content to create.
I also like to look at all of the categories in the dropdown. If you see you have a ton of close-ups on your pins, but saves or clicks are low, consider adding a call-to-action (CTA) on the pin and in your description.
One last bonus thing I like to look at from time to time is my individual pin stats. Click on one of your top-performing pins to open it in a new window.
Next, click on “See more stats” and take a look at the board’s people are saving your pin to. Are they appropriate for what your pin is about? If not, then how can you give more context to the pin? Maybe use a different image or try a text overlay on it. If it is on a relevant board, check out the person who pinned it. It is likely they could be your target audience. If that’s the case, CONGRATULATIONS!
There you have it! I hope this walkthrough has shed a little light on how you can use your Pinterest analytics to help drive your Pinterest marketing strategy! If you are looking for more guidance and tips on how to utilize your analytics (Google & Tailwind too!), consider joining “The Hive”. This is my monthly membership program where I keep you up to date on the latest Pinterest strategies in our private Facebook group and monthly office our calls. “The Hive” will be launching in May 2020 – so hop on the waitlist now for first access and founding-member pricing!
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