You know those "there are two types of people in the world" setups? Well, there are two types of people in the world: Those who see Pinterest as a hodgepodge timesuck of crock pot recipes and mason jar crafts, and those who see Pinterest as the badass marketing platform and dynamic tool it really is.
You can see we're a little biased in favor of the second camp around here.
That's right: Despite the ample mason jar crafts and Ryan Gosling pins you're making fun of, Pinterest is a badass marketing platform and dynamic sales tool, and businesses need to be taking it seriously.
And serious marketers know that being able to measure performance is key. But how do you access detailed information on your Pinterest performance?
Welcome to the wonderful world of ✨Pinterest analytics,✨ friends.
We're giving you the lowdown on how to get started with the (slightly off-center) tools Pinterest provides. We're going to help you get started perfecting your Pinterest strategies by understanding your data. In this post, we'll be going over the insights you can gain using the "Your Pinterest profile" data within Pinterest Analytics.
Ready for this?
A quick note: Currently, Pinterest analytics are only open to business accounts. If you're a business currently operating under a personal account, go convert your account right now! It's painless and extremely straightforward. I promise.
I'm ready to jump headfirst into this, but first we need to get on the same page with some quick Pinterest vocabulary:
- Impressions: The number of times a Pin from your profile has appeared on Pinterest home feeds, category feeds and search.
- Viewers: Anyone who sees a Pin from your profile on their feed.
- Repins: The number of times someone saved your Pin to one of their boards.
- Clicks: The number of times someone clicks on one of your Pins. (Note: this doesn't mean they necessarily continue to the site your pin is linked to).
- Likes: Any time someone clicks the little 💖 in the top right of one of your Pins.
- Original Pins: First-time Pins created from your website using the Pin It button, a Pinterest browser extension, or manual Pin uploads.
- Engaged audience: An engagement is any time someone interacts with a Pin rather than scrolling past. So an engaged audience is the audience of people actually interacting with your Pins.
- Rich Pins: Pins which contain more information than just an image, caption and link. Rich Pins linking back to a blog post on hootdesignco.com, for example, show the post's title, our site favicon, and a sentence preview of the post.
Bam! Okay, boring stuff is over. Now it's time for the juicy details:
Let's get down to business!
Step 1: Log in.
Head over to analytics.pinterest.com and make sure you're signed in with your business account. The first page you see will be...
your Analytics dashboard
On this first screen, you'll be greeted with a cheery hello! and a quick overview of your vital stats in three charts. Each chart shows your performance over the past week. At the bottom of the page you can take a quick glance at which of your pins have gained the greatest number of impressions over the past 30 days.
But here's where it gets a little tricky.
You can see the first chart shows we had a huge spike of impressions on August 26th! But the third chart actually shows a drop in activity from our website on that day... And the second chart shows a steady increase in audience size throughout the entire time... Plus, the list of "top Pin impressions" at the bottom doesn't represent pins from the same time period as the charts above.
So what the heck is actually going on here?!
Don't worry. It's pretty confusing, and a major fault within the Pinterest analytics interface, in my opinion. But we're going to walk you through it all.
We're going to go through each screen to show you exactly what's up and what the numbers mean. Don't give up just because it starts out a little scrambled!
So let's go ahead and see some more detailed data in the "Your Pinterest profile" section to try and make sense of this. Click "more" on the first chart and off we go!
Our focus today: Your pinterest profile
Step 2: Checking out your Pinterest profile
To get to this screen, either click "more" on the first rectangle/chart on your Analytics Dashboard (the page we were just looking at!) or click "Your Pinterest profile" directly to the right of "Analytics" in the page's top left corner.
Though this view is called "Your Pinterest profile," the name is deceiving.
Here's what you're actually looking at:
You're actually seeing the number of impressions your pins got over the past two weeks, not the number of times your profile was viewed.
We can see from this chart that we had a huge spike and subsequent drop in impressions on August 26th, but our impressions are on the rise again right afterward. What does this tell us?
Step 3: Check out your daily averages and growth
The numbers and percentages within the dark rectangle to the left of the chart tell us quickly that our average daily impressions (over the two-week period) are at 5,452 and that we have 2,000 daily viewers on average.
Pinterest also lets us know that these averages are a 795.96% increase in daily impressions and a 1,580.85% increase in daily viewers. So our total reach has really taken off in the past two weeks!
Step 4: How many Pins are viewers seeing?
With some quick calculation, we can figure out that 5,452 daily impressions / 2,000 daily viewers means that over this two-week period, our average viewer was seeing about 2.726 of our Pins.
So nearly three Pins per viewer... That seems good, right? I guess...? How should we compare these numbers to draw conclusions?
Step 5: Look at a larger time schedule
One easy way to compare this average to your earlier performance is to change the date range to show a longer time period. You can easily adjust the dates by clicking the drop-down calendar menu.
Now, let's take a look at how our average number of impressions and viewers are affected when we look at a wider timeframe:
Here I've selected the dates from July 1 to August 29 to give us a look at our performance over the past two months.
It's clear that our August 26 spike WAS a huge deal for our number of impressions and viewers, and that our viewers and impressions have both continued to rise since then.
Since the beginning of July, our average number of daily viewers has seen a 2,032.21% increase, and our average number of daily viewers has seen a 2,101.85% increase. That means each has increased more than twentyfold! That's huge growth.
Step 6: The number of Pins viewers are seeing, take 2
If we now crunch these two-month numbers, we can see that over this period, 2,034 average daily impressions / 784 average daily viewers means that on average, each viewer saw 2.59 pins. (Remember, over the past two weeks we calculated that our average viewer saw 2.79 pins.)
That 0.2 pin increase means we gained only a 7% increase in the number of pins our average viewer is seeing when we compare the average over two months to the average over the past two weeks.
This number tells a more balanced story: Using this calculation, we can now tell that though our average number of impressions and viewers is definitely on the rise in a major way, the number of our pins an average viewer sees is growing much more slowly.
Based on just this small amount of data and calculation, it looks like we're snagging a lot of eyes but not a lot of action.
Now, let's gain insight into why this is happening.
Step 7: Discover where your impressions are coming from
Checking out the bottom section of this page, which shows your pins and boards with the top impressions over the past 30 days, can give us insight into why we're seeing these high numbers of impressions and lower numbers of engagement:
Each of our pins with the top number impressions are pinned to large GROUP boards with lots of followers. Specifically, these Pins with the top number of impressions are all quotes we've shared on Levo League's Inspirational quotes group board.
This is a really cool board we love and have been invited to pin to – with 33.2k followers!
Pinning to this influential group board has gotten us lots of exposure, but the board's followers are largely interested in inspirational quotes rather than business advice, design, or blogging, which is what our main content focus is.
The popularity of our pins on this group board – and the fact that the board has over 33,200 followers! –likely accounts for our high number of impressions coupled with lower numbers of our pins being viewed. People aren't viewing these pins on our own boards, rather, they're seeing this content on large boards we co-habit with many other pinners.
In this case, that's totally okay by us. But one goal I'm setting for the future: Increase our engagement percentage – that is, find a way to reach people who want to engage with our main content and website, rather than just reaching a large number of eyes.
But don't get us wrong, we're not leaving the Inspirational Quotes board anytime soon! The exposure is priceless and totally worth the Pins not directly connected to branding and small business. [Related: We were named one of Levo League's top 8 Instagrammers to follow for career advice! A huge honor! Come check out our Instagram feed to see what they mean 😉]
This is only the tip of the iceberg when it comes to Pinterest Analytics.
Today we've only looked at the great information you can gain from the very first segment of the very first page of analytics on Pinterest!
On "Your Pinterest profile," you can see all the same data on Repins, Clicks, and on your All-time best-performing pins.
In subsequent pages, you can also gain valuable insight into the demographics and interests of your audience and followers, and look into the activity coming directly from your website. If you've ever wished you could see exactly what your visitors are choosing to pin and repin directly from your website, the Activity tab is going to be your new best friend!
🌟Bonus!🌟 How to view every pin on Pinterest that's linked to your site!
You can quickly see all Pins from any website by heading to pinterest.com/source/hootdesignco.com (put your site name in the URL instead of ours).
Behold! Pinterest will automatically display your website name and show all Pins which link back to your site.
These could be images you've pinned, repins of pins you've added, or images which visitors to your website have pinned directly to Pinterest.
This is a great way to see exactly what your overall content presence is like on Pinterest. What's most popular? What's trending recently? Do people gravitate toward certain content or certain image types?
From just this quick view, it's clear to see that our How to Write an Awesome Newsletter graphic is by far our best-performing pin! There are about 20 pins shown here, and the newsletter pin accounts for at least 7 of them.
Sometimes you'll also find surprises here too – for example, I'm totally smiling at the fact that someone repinned our doge GIF from our Why You Need a Designer for Your Squarespace Website post onto a delightful board of puppies. 😁
I hope this helps you get started with Pinterest analytics!
Have you been able to find any additional methods of insight? I'd love to hear about them. Or, do you have any questions about creating a Pinterest strategy or measuring your performance with analytics? Let us know!
Until next time,
We're working hard to show you what five years in business looks like. Comment here or on Facebook with topics or questions you'd like to see us cover. Or maybe just links to your favorite GIFS. You can also tweet us your feedback @hootdesignco or @averyenderle, follow us on Insta, come check out our Pinterest boards, and keep up with us on BlogLovin'!