Updated June 2021
If you are an online business or blogger you know how powerful Pinterest is. Most businesses on the platform are pretty comfortable with creating content, setting up their strategy, optimising their account, setting up boards, doing keyword research etc. What does remain a mystery for most is Pinterest Analytics and how to use it. Which statistics should you be tracking and why? What are impressions and what does engaged audience mean? Which bits are important and which ones are not? This blog will provide you with a basic guide to help you better understand all the different aspects of Pinterest analytics.
Why Do We Need Analytics?
First of all why do we need analytics? We need analytics because it provides us with answers. Data is objective, it tells us what works and what doesn’t. If you don’t use data you are just making random guesses.
Data will help you:
- Identify what content works (which boards/pins are creating traffic?)
- Identify whether or not you are growing (are you numbers going up/down?)
- Identify your strategy (do I have seasons, what trends are developing?
The Different Components Of Pinterest Analytics
Now that we understand why we need analytics, let’s have a look at the different components of Pinterest analytics. When you open your analytics tool you will see that there are 4 different components: impressions, total audience, engagements and engaged audience. Let’s have a look at what they mean.
Impressions: Impressions is the number of times your pins have been on screen
Total audience: This is the total number of people who have seen or engaged with your pins (not just your own content, all the pins you have on your boards).
Engagements: This is the total number of engagements with your pins (again all the pins on your boards, not just your own content). This means close-ups, saves and outbound-clicks.
Engaged audience: The total number of people who have engaged with your pins.
There are two types of filters in Pinterest analytics.
On the left hand side of your analytics page you can choose your filters.
Set your filters to:
Claimed account = your account
Device = all
Source = your pins
Format = all
This will give you an overview of just your organic pins. You can now use the metrics mentioned above to see how your content is performing. Which you can split out even further:
The above two filter settings combined with the date range will give you a good insight into what content is performing well, what is not and what kind of content you should be creating.
Top Boards & Top Pins
Scrolling down to the bottom of your analytics page you can find your top boards and top pins.
As you can see for ‘Outbound clicks’ my Clever Pins board is my top board! This is for the last 30 days. Again you can change the criteria from the drop down list and choose impressions, engagements, pin clicks, outbound clicks and saves. It will give you a good overview of your best performing boards for the different criteria.
Underneath Top Boards, you can find Top Pins. Again you have the option to see the different components and it will give you a good idea of which pins are performing well. You should use this to determine your future content creation.
How Often Should You Check Your Analytics?
You do not have to check your analytics every day. If you are working for clients a monthly report is sufficient. Personally I check my stats every week, but that is just me. I like to see what is happening, what is performing, what is not.
Don’t go by just your Pinterest analytics though, you want to make sure you check your Google analytics as well and even have a look at Tailwind analytics. Is the same happening on all 3 platforms?
Depending on which stage you are in in your Pinterest journey and what your strategy is, you will be looking at different elements within the Pinterest analytics tools. A company that is a seasoned user of the platform and is selling products will be more focused on outbound clicks than a company which has just set up on the platform and is trying to achieve more brand awareness. Pinterest has more information about analytics on their site.
As always I hope the above was helpful! If you want more Pinterest information, sign up for the Clever Pins newsletter. It comes out every week and is chock-a-block full of Pinterest and Clever Pins news. You get the Perfect Pinterest Size Guide completely FREE! A handy little document with ALL the Pinterest ratios, sizes and character limits. Or find out information about Clever Pins’ services.
Other helpful resources: