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When it comes to using Pinterest as a marketing tool for your business, it can be confusing to measure results and know what is actually an important metric to track. I’ve written before about how your monthly viewers number truly doesn’t matter, so what does matter in terms of Pinterest analytics?
Let’s dive in and discuss all the Pinterest metrics and what exactly they mean.
First, let’s just say that Pinterest stats can be wonky, so for the best-case scenario, you should be going off of your Google Analytics stats. But, for this post, we’ll cover how to use Pinterest analytics on their own. Just keep in mind that sometimes they might be ‘off’ in terms of Google Analytics, which is much more accurate.
When logged into your Pinterest account, click on Analytics at the top menu, then click on Overview.
This is a snapshot of what you’ll see:
The menu over to the left-hand side allows you to sort by date range, paid or organic traffic only, and your content only (if you’ve claimed your website, so important to do so!). Those are the most helpful filters when looking at your Pinterest analytics.
Filtering by your claimed website allows you to see how well YOUR content and pins are doing on Pinterest. Otherwise, your analytics will include stats for anything else you’ve pinned. That doesn’t really matter. I want to do know how my content and pin designs are performing, not somebody else’s pin that I repinned.
So, make sure you’ve claimed your website and use that filter!
There are 2 kinds of numbers that matter, once you’ve filtered by your own content, and that is Pinterest-centric numbers, but most importantly, click-throughs.
I call these Pinterest-centric numbers because they are stats for on-Pinterest activity only. Pinterest-centric stats do fluctuate a lot, and it’s completely normal for numbers to jump around a lot week to week. That’s why, I suggest looking at 30-day periods, at a minimum. Otherwise, you’ll drive yourself crazy if you’re looking at your stats every day or week!
The total amount of views, for the time period you’ve set, pins going to your claimed website have had. This could mean they showed up in somebody’s feed, home screen, in search, or in browse.
If a pin has high impressions but no click-throughs to your website it’s important to figure out why. Is it the pin design? For example, the text is hard to read or it’s just not enticing enough to your target audience? Or, are your keywords off, so your pin is being shown to people who are actually searching for something else.
The total number of people who have seen your pins over the time period set.
How many people that saw your pins took some form of engagement. For example, saving or repinning your pin, clicking on it to see it close-up, or clicking through to visit your website.
How many people saw your pin reshared or repinned it to their account.
Having people look at our pins and account is great, but that’s not what our goal is with Pinterest marketing. Whether your goal is traffic, brand awareness, growing your email list, getting more leads or sales — the main factor here is that the people who see your pins need to click-through on it from Pinterest. Hopefully, they take the desired action we want them to take when they arrive at our URL, but getting them to click-through is what leads to that.
Using the data Pinterest provides for your top pins can be very useful information. If you have a few pins performing very well or getting tons of clicks, you can use that information to create more fresh pin designs for that piece of content or blog post. Is a certain color or style of pin design performing really well? You’ll find out here and can then create more in that same style for different blog posts, products, or links.
Have a blog post that your Pinterest audience is loving? Create 3-5 brand new pin designs for it to drive even more traffic to it.
There are so many ways that you can use this data correctly in your ongoing Pinterest marketing strategy!
Pinterest is a truly amazing marketing tool for small businesses and service providers, but measuring your results and performance the right way is definitely key. Otherwise, you could just be randomly creating dozens of fresh pin designs each week and hoping for the best. That’s not a great use of your time or energy! Dive into your stats and use them. And don’t forget, ignore your followers number and your monthly viewers number on your profile – they don’t matter!
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