Launched in 2010, with over 100 million active users and $11 billion reported value, Pinterest is thrusting its way to being one of the top social networking platforms. Big brands, small businesses, bloggers, individuals and allied kinds are using Pinterest as their major stage for customer engagement and promotion purpose.
You might be promoting on Pinterest but do you want an easy way to track the pins, boards, repins and likes? Are you covering your target customer base or you are just focusing on one-of-a-kind audience? Is your way of marketing requires some improvisation so that your brand visibility would increase? You might have noticed the necessity of assessing the qualitative & quantitative value for your Pinterest performance.
For all these sorts of performance related issues, Pinterest Analytics has been introduced. This tool enables to reach varied data that shows the overview of your Pinterest account. You can know why your profile is low on visibility or on interaction. Also, you can find the ways to interact with customers in a much more effective manner, by learning their behavior. What kind of users are repining your stuff and how many just like it? How many users of the same interest (as your brand offerings) are active on Pinterest? These are some of the questions a smart marketing manager always keeps in head.
Let’s go through a detailed process of understanding this tool and how will it help the marketers:
Pinterest Analytics is a one-stop-solution for businesses, who are promoting their products/services on Pinterest. Brands like to measure the performance of their Pinterest profiles because it aids in identifying what sort of content resonates preferably in accordance with targeted audience. How many followers certainly gives you a bit idea about your Pinterest account, but is it enough?
Pinterest Analytics ensures to cover all the possible parameters on which you can run a performance assessment of the activities on Pinterest.
In order to attain access to your Pinterest Account’s analytics, just verify your website. After verification, go to ‘Analytics’ drop-down tab on the top left side of the page.
An insight of your Pinterest account can be shown by clicking on ‘Overview’ button.
This beautiful screenshot which shows the overview of your Pinterest board also provides the information on your profile, your audience, and activity from your account. Additionally, overview also provides you the list of top pin impressions from last 30 days.
Next to the title of charts in overview page, clicking on more will direct you to a different page having more stats.
Your Pinterest Profile:
This ‘Your Pinterest Profile’ section is segmented into few parts subsequently; Impressions, Repins, Clicks, and All-time.
It shows the views of your pins on Pinterest. You might notice that time frame is overtime in a column above. You can customize the days of this time-frame by yourself or can automatically choose the given 7, 14 or 30 days options. Along with this, you can also check specific device whose data you want to be displayed by clicking on the select box in the header of all three sections.
Charts showed on the first page of ‘Overview’ exhibits daily impressions with respect to daily viewers and the relative trend. In case, your profile loses its impression for a couple of weeks, Pinterest provides an option to increase impression and reach more audience. In my opinion, this kind of option is a big win for marketers who were frustrated by the limitations of social media marketing.
Pinterest Analytics showcases top pin impressions and best performing boards, to tell you which win perform best in last 30 days. It also allows you to see the number of impressions, clicks, likes & repins and type of pin (if applicable) Per Pin.
Repins and Clicks:
The basic layout of this page is quite similar to the previous one. This page provides you the number of daily repinners and daily repins. You should make a note to install cool pictures and write a relevant description. Also, adding ‘Rich Pins’ to these images will enable you to save them for later.
This section also incorporates a list of most repinned pins from last 30 days. Same listed overview is provided for boards.
In addition to this, ‘Click’ section gives away how many users visited your website from Pinterest. Daily visitors & clicks are shown by the chart. Further information tells you the boards with most clicked links along with most clicked pins. The Repin & Click section renders almost similar information per data type.
This section provides relevant information about 3 kinds:
- Most Repinned: Pins that got most repins
- Best in search: Pin that ranks top. Parameters for ranking are quality, descriptions, and usage
- Power Pins: Pins that generate the highest user engagement
You have to understand that using All Time section you can easily identify the best of pins & boards. In short, marketers can find out what pins & boards are trending amongst your targeted audience; hence, they know what to pin.
People you Reach:
Clicking on ‘People you Reach’ tab will provide you an insight into your targeted audience. This section is segmented into two parts:
In this part, one graph exhibiting number of monthly viewers with respect to the number of engagements has been provided. Make sure to understand that trends are the trump cards here. To be ahead of the line in future, you should know what is at top presently.
Along with this information, you can also find the stats about the country, metro, and language. To get more insight, you can also see the gender of your targeted audience.
One of the most important and astonishing attributes of Pinterest is that it is constantly utilized for ‘emotional’ things such as pets, recipes, and home decorations. This fits your direct connection with your pins. Saying this, I would like to tell my readers in advance that they might find the ‘Interest’ section a bit foggy. So you might find your audience having a high-interest score in Art, Home Décor, Recipes or Furniture and you are selling an SEO related products. The key here is to not get confused and to optimize the Pinterest boards effectively.
Below you can find the pinner boards with many of your pins and brands your audience communicates with. Knowing the businesses that your targeted audience is getting engaged with is pretty interesting as you can now set your marketing goals.
Activity from your account:
Different subsections for impressions, repins, click all-time, original pins and pin it button has been given under this segment. This section generates data for things that are lead to Pinterest from your website.
You can notice a table below the chart; it shows the top pin impressions from last 30 days.
Additionally, the second table tells you that Anime board by Tushar is a large source of pins on that image also. It leads to 14 repins and number of pins are 186.
It exhibits the original pins that are generated from your website.
Clicking on these boards will render your additional information such as what was pinned and who pinned.
Pin It/Save Button:
Last but not the least, ‘Pin-it’ button page can be seen. It simply tells about the usage of ‘Pin-it’ button on the source website. The Graph shows how many time the pin-it button is showed on your website and number of clicks it took.
Additionally, the graph also shows after how many clicks a pin was made.
The second graph shows the activity of Pin-it button on Pinterest. This chart also shows the number of impressions that were made by pins generated from your websites. Some additional information such as how many repins those repins got or the number of times these repin made clicks redirected to your website.
Please make note that the above told graphs are only for last 7 days (unlike rest) and it only shows data when you are using official save button.
Stating all these important factors, I can simply suggest all my marketing friendly professionals to utilize this amazing tool right now! Not only it will help your marketing goal, but also will lower your cost, save your time and thus increase the revenue. The key is to optimize all alternatives in a manner that you may maximize the profitability of both; Analytics and Pinterest itself.
In technical language, marketers can monitor their ROI and apt resources for their marketing campaign. Since Pinterest is still in its growing age, hence you can easily be profited from one of the most active pinners in your field and be ahead of the competition. Period!