Pinpointing success: navigating pinterest analytics with ease

So, you have your business Pinterest account set up. You’re busy creating what you hope are popular Pins. You think you know what content type your target audience is interested in. You’re posting to the top boards in your area of interest. And, you’re really hoping this social media platform is going to come through for you in terms of followers, likes, comments, and engagement. 

But how do you really KNOW if you’re doing everything (or anything) right? How do you find out if your content strategy is working or if you need to go back to the drawing board? is there a better way to increase your brand awareness? 

The answer: Pinterest Analytics! 

That’s right: Impressions! Engagements! Outbound Clicks!

Am I scaring you yet?

If you’re not a numbers person (no shame in that!), just the very mention of these metrics may be enough to send chills running down your spine. But before you panic, just take a deep breath. Understanding your numbers on Pinterest doesn’t have to be scary! It can actually be fun and empowering. It can also really help you understand what you’re doing right in your business and what you might need to tweak a bit to produce top-performing Pins. In this blog post, I dig into everything you need to know to understand your Pinterest metrics. It’s really quite simple once you break it down.

Ready? Let’s go!

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Pinterest Analytics Explained

How do I see Pinterest Analytics? 

To see the numbers I am about to discuss for your own account, open the Pinterest app on whatever device you are using. Log in to your Pinterest Business Account. Tap your profile picture on the bottom-right corner. Then, tap the chart bar icon at the top-left corner. Select “Analytics”.

Once you open up your Pinterest Analytics page, it is easy to feel overwhelmed. All the data you see there can be enough to make you want to close the tab and never look at it again. However, part of using Pinterest for business is understanding your numbers so that you can keep doing more of what’s working and improve on the areas that need more work. In essence, you want to ensure you are making data-driven decisions when it comes to what you post and when. So just bear with me while I help you make sense of it all! I do want to share that Pinterest has some great resources on measuring your Pinterest success here.

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What follows is not an exhaustive list of every possible stat and analysis you can track using this feature. But, I hope it gives you a good start and an idea of how you can use Analytics to get a good handle on your Pin strategy. *Curious to find out what the other Pinterest metrics refer to in your Analytics dashboard? Check out their glossary of terms defined here.

Basic Pin Stats  

Let’s talk about the easy stuff! First come the straight numbers. These include:

  1. Impressions: The number of times your Pins were viewed by interested Pinterest users. 
  2. Pin clicks: The number of times users click on your Pins to see more information or go to another destination.
  3. Saves: Can you guess this one? You got it! The number of times your Pins were saved to a board.
  4. Outbound clicks:  The total number of clicks on your Pin’s URL that takes a user off Pinterest.
  5. Profile visits: The number of people who visit your profile after seeing your Pin.
  6. Follows: The number of follows you gained because of a particular Pin.
  7. Reactions: Can you imagine what this refers to? That’s right! The number of people who reacted to your Pins. (Are you getting the idea yet that Pin stats are not actually as hard as you thought they were?)
  8. Comments: Yep. The number of comments on each of your Pins. 
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Then, we have the numbers surrounding video content. Video Pins are one of the really important current Pinterest trends. So, it’s a good idea to keep an eye on your numbers for this. There are a few ways to track your video content: 

  1. Video views: a two-second playback of your video Pins (while 50% is in view).
  2. 10-second plays: The number of times your video was viewed for at least 10 seconds.
  3. Played at 95%: The number of times your Video Pins were played to at least 95% of their total length. (This includes when users skip ahead to this point. They only do that if they are really interested in the content!) 
  4. Average play time: the average time your video Pins were played, including replays on the same day. 
  5. Total play time: Total Pin play time in minutes.
Screenshot of Pinterest metrics for a Video Pin

These stats can be viewed in real time and are an accurate, up-to-date picture of how well a specific Pin is doing in the moment.

Screenshot example of Video Stats for Video Pins on Pinterest

Pin Analytics 

There are other categories of Pinterest analytics that take the numbers from the categories above and makes sense of them over time. This analysis of the numbers helps you understand the relationship between total engagements or views and what they actually mean for your business. You can use the Pinterest analytics suite to track: 

  1. Total audience: The total number of users who have seen or engaged with/reacted to your Pins.
  2. Engaged audience: The total number of people who have engaged with your Pins. (See the difference between this number and the one above and how it can help you get a fuller picture of what people like and don’t like?)
  3. Monthly total audience: The total number of people who have seen or engaged with your Pins in a 30-day window.
  4. Monthly engaged audience: The total number of people who have engaged with your Pins in a 30-day window.
  5. Monthly views: The number of times your own Pins and Pins saved from your accounts were on screen in the last 30 days.
  6. Conversion insights: This measures the impact of both organic (unpaid) and paid performance. (E.g., did the ads you paid for make a difference?)
  7. Top converting Pins: Depending on your goals, you can track different conversion numbers such as Impressions, Saves, Pin clicks, Page visits, Add to cart, and Checkout.  
Screenshot of a video Pin and showing the Pinterest analytics available

How accurate is Pinterest analytics?

This feature tracks data accurately but not in real time. So, the reporting is delayed and cannot be relied upon for accurate date for the last day or two, for example. This is why so many of the numbers are monthly.  It also doesn’t consistently aggregate your pins since you can have one pin that has different URLs. My advice is to not sit and stare at your analytics every day! You want a broad range of data over time to see trends and patterns.

What Does It All Mean?

Now, which of these numbers really matters, especially if you’re just getting started? You may see other people obsessing about Pinterest Impressions or Pinterest Monthly Total Audience or Monthly Views. But in the end, what do those numbers really mean for your business?  While these numbers sound important, they are mostly a vanity metric that people wrongly associate with Pinterest growth or a marker of Pinterest success. Why do I say it’s about vanity? Well, because these metrics are essentially the potential reach of your Pins, which doesn’t necessarily translate into actual increased web traffic or business transactions.

If you had a physical store, these numbers would be similar to the number of people who walked by your storefront or looked at your window display. Just as it doesn’t make sense to be thrilled if 10,000 people walked by your shop, having a high number of Impressions or a large Total Audience number doesn’t necessarily mean anything for your business either.

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How to Use Pinterest Analytics

So, how can you use these numbers to your advantage, to drive traffic to your website, to grow your business? I mean, we all like an ego boost, but that’s not going to help our business grow.  I believe there are three key metrics when it comes to your Pinterest Analytics that cannot be ignored:

  • Outbound clicks 
  • Saves
  • Conversion stats

Let me explain. Your Pinterest strategy as a small business owner may be to boost your website traffic using your Pinterest presence. If so, Outbound Clicks is a key metric you should be looking at. Your outbound click rate tells you how often the content in your Pins is driving people to click through to your website. This lets you know if your Pin designs are working the way they should!

Saves are another important metric that you should be monitoring. A saved Pin indicates that your type of content is relevant and useful, something that people want to come back to in the future. Saved Pins are also visible to the user’s followers because they appear on that user’s board, which means your content is reaching new audiences without any further action from you. How long do pins stay on Pinterest, you ask? They last forever! This means that high-quality, relevant Pins can continue to resurface seasonally (and indefinitely). Saves are therefore a very important metric to track. 

And the last metric that you should be observing is your Conversions data. Maybe you’re trying to get more views of your website, grow your email list, or turn more of your page visits into sales. If so, this metric is essential for keeping track of what works and what doesn’t in terms of the content of your current and future Pins. For example, if most traffic to your site is just “passing through” and they don’t engage with your material or make a purchase while they are there, it is no use to you.

Comparing all three metrics is a great way to help you better understand what you need to improve in order to turn your Pinterest audience into your paying customers.

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When Things Change

The thing about Pinterest (or any other social media or search engine platform for that matter) is that it constantly changes. Algorithms are being updated, new features are being added, old ones are being discontinued – and it can seem like just as you’re getting the hang of things on Pinterest, things are completely changed again.

Yes, things are different now than they were a few months ago. And they will change again! Is it a reason to give up? No. Do you need to chill out a little bit? Absolutely. (And of course, if you’re looking for someone to take your Pinterest data woes off your plate, hit me up for monthly account management, a custom Pinterest marketing strategy, workshops, or consultations.) It’s true that the numbers you need to track on Pinterest may change from time to time, depending on the changes taking place on the platform. The important thing is to stay focused on what you’re getting out of Pinterest and to track those numbers.

If you are on Pinterest just so people see your content, then focus on impressions and monthly viewers. But if you’re looking to drive traffic to your website, and get people to buy your products or services, then you need to be looking at outbound clicks, saves and conversions. The end. If you want to get inspired, check out this TikTok video I created sharing some Pinterest results.

Try to keep this in perspective and don’t let it affect your mental health! If you are experiencing panic or struggling with feelings of being overwhelmed, you need to step away. Delete social media from your phone, and come back to it again in a few days when you feel more in control. Pinterest needs to be a platform to help you grow your business, not cause you headaches. Understanding your numbers and what it all means can help relieve some of the stress of Pinterest management.

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Are you ready to get a deeper understanding of your Pinterest numbers to grow your business? 

If you feel like your knowledge of your Pinterest Analytics is just scratching the surface, join my email list to get regular updates on ALL the changes happening on Pinterest and what you need to know to keep growing your traffic to your website! I hope I have convinced you that watching your metrics is a good idea and that it doesn’t have to be the end of the world. If you want Pinterest growth, you should check out my Pinterest Keyword Mastery training which includes Pinterest analytics reporting to help you calculate month over month growth. This helps you track your marketing efforts on Pinterest strategically while also improving your discoverability with my detailed video training. Check it out here.

Happy Pinning!

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