Pinterest Analytics… what you need to know
Well to paraphrase Continuous Improvement Gurus such as Deming and Drucker, if you don’t measure it, you can’t manage it. Your performance may well improve, but you won’t know why, so you won’t be able to replicate it.
And anyway, why not? It’s easy to implement, once you have your website validated, and interesting to see who and what are interested in what you have to say! So how do you go about it?
Well the first thing you will need to do is to have a business Pinterest account and then as I said above, validate your website. You then click on Analytics on the top right of the page
- Impressions: number of times a pin shows up in a home feed, search results and category feeds
- Re-pins: Number of times someone saves your pin to one of their boards
- Clicks: Number of clicks from your pins to your website
These are the data points that will provide the analysis of your account and indicate how well you are doing against your competitors or people in similar industries.
The outlooks that the analytics show are:
- Top pins for last 30 days, showing the top 50 highest performing pins
- Top boards for last 30 days
- All-time report based on all data from when you opened your account. All time most re-pinned pins, best in search results and power pins so you can analyse trending behaviours throughout the lifetime of your account.
What the data tells you
So if you look at impressions first. This identifies how often a pin in Pinterest has had chance to be re-pinned. This may be one of yours, or it may be one that you have re-pinned after seeing it on your home feed, search result or category feed. Even if its not one of yours, it can still provide some good information, such as how many times did it convert into either a save (re-pinned onto someone elses board) or was clicked through to the website it originated on.
It also shows you your most popular pins and boards over that period. This enables you to analyse which types of Pins do best, when people carry out searches for subjects they’re interested in or just in general. This enables you to review your strategy and understand if there are different types of posts you should be pinning which can result in you being able to target your market much more effectively.
Reviewing your analytics allows you to see what’s trending over time. You can identify whether changes to your strategy increase or decrease the popularity of your pins and whether there are any seasonal trends you might want to take advantage of. You can experiment with different post types and review on a weekly or monthly basis to see which ones your audience prefers, so you can hone your strategy as you become more knowledgeable about your target market.
You can filter and sort your analytics to get more detailed information, by date, impressions, re-pins, clicks or all-time. You can then export this as a CSV file for further analysis in Excel. You can also identify how people are viewing your pins, so if they are mostly viewing them from a mobile device, you can target your images, so they are mobile friendly. You also need to take into account that some pins aren’t popular straight away and make take months prior to being re-pinned, so you may want to think about a re-pinning strategy.
Who is your customer?
When deciding which of the reports is important you need to think about the customer journey. 75% of people using Pinterest start because they want to purchase something, so you need to know where are they in that decision-making process. Are they just looking, are they choosing different options and narrowing their searches, or have they made a decision and just looking for the best place to purchase? This will help you sharpen your pin descriptions, and either get specific when you want to convert your audience into buyers or more general when you are wanting to build brand awareness. You need to identify what is bringing them to those pins so you can do more of the same and ensure you are captivating your pinners.
Part of the analytics provided by Pinterest is around the demographics of your audience and provides data on which country they are from, the language they speak and their gender. This can be especially useful if you target locally, or if you want to understand your reach and whether you should be offering your products/services in a particular country or language.
It also provides information around the interests of your audience. The different types of information they are searching for. All of this helps you to understand your market. Are you reaching your ideal market, or is the way you market your products actually not reaching your ideal audience and should you be rebranding to be more specific about the products/services you provide.
Pinterest and Your Website
If one of your main objectives is to drive traffic back to your website then you can use Pinterest analytics to understand which of type of pins are achieving this for you. The last option on your analytics dropdown list is “website”, click on this and it gives you similar information as your Pinterest account, but also identifies which pins and boards are most engaging, and where traffic back to your website is coming from. This not only provides information on those pins you’ve added to your profile, but also those that others have saved from your website.
To ensure that those added by others are as effective as possible pre-populate your images on your website, so they have great descriptions when people pin images from there. The analysis includes information on ‘original pins’ and shows how many unique pins are created from your website on a daily basis.
Some people may do well on Pinterest and grow a huge following without monitoring their performance, but for most people to succeed, they need to be aware of how their marketing strategy impacts their customer behaviours. Monitoring the analytics provides information that you can use to mould your strategy to meet the needs of your target market, thereby enabling you to provide a better customer experience to everyone.
The information allows you to benchmark yourself against direct competitors as well as leaders in similar industries, to understand the direction you need to take. Having this information to hand puts you in a good position, where you can start to adapt and improve and set the direction, rather than just follow those who have gone before you. So Why Wouldn’t You!