Pinterest Analytics

Earlier this year Pinterest announced a new feature marketers have been waiting for since the launch of Pinterest business pages last November, Pinterest Analytics! In order to take advantage of these analytics, business pages must switch to the “new look” of Pinterest and verify their website.

Switchtonewlook

ZWalls Business Page on Pinterest

The analytics will then be available by clicking on the company name at the top of the screen and selecting “Analytics” from the drop down men

Analytics

ZWalls Business Page on Pinterest

 Measuring Your Pinterest Results
The analytics Pinterest provides are a great way to measure your Pinterest results. With the analytics, business pages will get an insight on the impressions of their pins and the reach each pin gets within the Pinterest community.

To understand how pinners engage with their content the analytics provide four comparison charts, “Pins and Pinners,” “Repins and Repinners,” “Impressions and Reach” and “Clicks and Visitors.”

 Analytic-graphsMarketing Land article on Pinterest analytics

Pinterest defines these metrics as the following:

▪   Pins: the daily average number of things pinned from your website between Date 1 and Date 2

▪   Pinners: the daily average number of unique people who pinned from your website between Date 1 and Date 2

▪   Repins: the daily average number of times pins from your website were repinned on Pinterest between Date 1 – Date 2

▪   Repinners: the daily average number of unique people who repinned your pins on Pinterest between x and y Date 1 – Date 2

▪   Impressions: the daily average number of times your pins appeared in feed, search or boards on the web, iOS and Android between Date 1 – Date 2

▪   Reach: the daily average number of unique people who saw your pins on Pinterest between Date 1 – Date 2

▪   Clicks: the daily average number of clicks to your website from Pinterest between Date 1 – Date 2

▪   Visitors: the daily average number of unique people who visit your website from Pinterest between Date 1 – Date 2

+/- %: Percent increase or decrease from your current date range to the previous date range

The large numbers on the left column of each graph represents the averages during the selected time period. The time periods of the graphs have default date ranges for the past 7, 14 or 30 days. These dates can be customized to a date range of your choice. The graphs can also be customized to show one line instead of two.

Other insights the analytics provide are the ability to see who is pinning your content. On the toolbar of the analytics page you will find: Most Recent Pins, Most Repinned and Most Clicked. These features allow you to see how people interact with your pins. Any individual pin can also be clicked for additional insights.

Analytics-tool-bar ZWalls Business Page on Pinterest

Exporting Results
All the data Pinterest provides can be easy exported in a .csv file by clicking on the export button located on the top right of the toolbar.

As with any platform, continually evaluating and measuring your content is key.  By doing this you will be able to see who your target audience is and test content to see what works and what may need to be changed.

As always, we welcome your input and look forward to the conversation; click here to leave a comment. For an overview on the purpose of this blog, take a look at the initial post here.

This article was written by:
Jami Johnson, Sage Tree Trade Marketing Associate

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