Pinterest is a great platform to share and discover images, ideas and content. It is also relevant for B2C marketers who want to increase engagement with their brands. With Pinterest analytics tools, you can see who is most interested in your content and how they are interacting with it.
In this guide, we’ll explain how to interpret Pinterest analytics, best practices for increasing your reach among Pinterest users, and the key words you need.
Pinterest Analytics Requirements
To start, you need to make sure that your Pinterest account is a business account. It is a fast and easy process. With a business account, you can access Pinterest analytics and set up ad campaigns.
Next, make a claim on their website. Once you do, your Pinterest profile will display a small globe icon next to your URL, confirming your identity. You’ll also be able to see analytics for Pins that users have created from your website, and those Pins will include your profile photo and a “Follow” button.
You can make a claim on your website in one of three ways:
- Add an HTML tag to your website.
- Download Pinterest’s HTML file and upload it to your site.
- Add a TXT record to your Domain Name System (DNS).
When Pinterest users save a Pin from your claimed website, your profile photo appears as a form of subtle branding.
Creating a business account and claiming your website are two essential steps in gaining access to your analytics and key metrics. You can also:
- set up a save button So that users can easily pin from your website. It will also generate analytics on which pins will send you referral traffic from Pinterest.
- add one Pinterest Tags To measure the actions a person takes after viewing your Promoted Pin (paid ad).
- add rich pin for your products, articles and apps. These pins provide a little more information when a user pins from your site.
Pinterest Analytics Glossary
The Pinterest analytics terminology is similar to that of other networks. If you’re already working with Facebook and Twitter reports, you should be familiar with these Pinterest Terms.
Profile overview
In native Pinterest analytics, you’ll see statistics like impressions and viewers. pinterest impressions The number of times a Pin of yours appears in feed, search results, or category results. audience is the number of people who have viewed at least one of your pins.
Looking at both audience and impressions helps you understand how engaged your audience is. If your Pins have a lot of views but few impressions, it could mean that you need to improve your SEO to ensure that your Pins show up in search results.
Another useful feature of Pinterest’s native analytics is boards with top pin impressions, This table gives you information about which boards are performing well, which will help you understand what to focus on. If you’ve been consistently posting on a board but find that the pins aren’t resonating, it may be time to cut your losses on the board or adjust your Pinterest strategy.
audience growth
uses pinterest “followers” As does Twitter. A new follower is someone who follows your account, not just one of your boards. Pinterest will notify you whenever someone follows you or your board.
In Sprout Social, your Smart Inbox will let you know when you have new comments and posts, and the Sprout Pinterest Profile report will show your audience growth for the reporting period you set.
The Pinterest Profile report includes data on followers and overall pin performance. When you’re looking at your audience growth, these metrics can tell you how well your content is performing. Are your pins attractive enough to earn followers? Does your brand track top performing content?
To publish
The Sprout Pinterest Profile report provides an overview of how consistently you Pin on the network, your pin sent and your average pins per day, You may need to reevaluate your strategy if you notice gaps in your publication or notice that you pin more frequently on certain days.
Pinterest strategy is a long game for brands, and you’ll need to post consistently for the best results.
To do this, use a feature like Sprouts Publishing Calendar to schedule your posts. Collect or create your PINs, then schedule them so you don’t have to worry about time. Your scheduled Pins will appear next to all your other network posts, giving you a good overview of your content calendar.
Sprout’s scheduling feature lets you choose either post timing or automate post timing with ViralPost. If you choose ViralPost, the software will schedule posts at times that historically have the most engagement. This proprietary feature learns as you post, so the more you post, the more it makes sense to know when your audience is around.
personal pin analysis
Pinterest provides several metrics that help you analyze the performance of your individual Pins.
Personal Pin (message type) are classified as either pins either saves,
In your account, they all appear as PINs, but how they got there sets them apart:
- pins are native — you’ve scheduled them, uploaded them natively, or created them from a website.
- saves Have someone else’s pin that you saved on your board.
For each pin or save, you can see user comments, saved and number of clicks. a Click When a user opens your PIN and/or clicks on a website linked to the PIN. Your top pins are the ones that have the most number of saved or clicked.
website pin
Once you’ve claimed your website, you can see what content users are saving on Pinterest.
In Website In the section on your basic analysis, you’ll find some useful charts that rank the top pins your website generates based on impressions, saves, and clicks.
Identifying your most popular Pins can help you determine how to improve your Pinterest strategy. In your Pinterest dashboard, click all the time Category for your viewing power pin—or Pins that have a high number of saves, clicks, and repins.
audience insight
The key to understanding what resonates with your audience is knowing beforehand what you’re marketing to. It is not enough to know who the average user is on Pinterest, although it is helpful when you are just starting out on the platform.
audience insight Pages on Pinterest gives you a glimpse into your own audience and Pinterest’s overall audience. There’s also a helpful comparison tool to help you benchmark your audience. You can check categories and interests to see relevant keywords. For example, the “Food & Beverage” category also shows how many people are interested in snack mix recipes and desserts.
Additional audience demographic information includes age, gender, location (by metro area and country), and device. Use this information to your advantage by creating pins for the categories that appeal to your audience. Sub-interest analysis also helps you find keywords to use in your Pins and your advertising strategy.
There is one in each audience category affinity score, which indicates how interested your audience is in the topic compared to the rest of Pinterest. A high-affinity score means that your pins on that topic are resonating with that audience.
Enhance your marketing with Pinterest Analytics
With an average of about 430 million monthly users, Pinterest can become an important part of your social media campaigns—as long as you understand Pinterest analytics.
Pinterest analytics will give you insight into what types of content are working well, so you can create more of it. Website analysis also gives you insight into what parts of your site’s content visitors are finding most useful. The lessons you learn from Pinterest can also help you adapt your strategies to other social platforms.
Stay ahead of the competition. Check out Sprout Social’s report on social media trends, and start scheduling your posts with Sprout today.
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