Pinterest Analytics: Improve Your Pinterest Strategy by Tracking These 5 Metrics.
The importance of analytics is not lost on marketers today. But, we’re at a point that big data is now too big, and the intelligent marketer looks for ‘smart data’. This means that instead of looking to every single data point, aggregating the data and spinning the wheel of analytics to find insights, we look at specific data points that guide us to meaningful learnings that can influence our future marketing strategies, nurture our relationship with our customers, and build a better brand.
Social media data is of particular value to marketers, because like our CEO Lux Narayan pointed out – social media is the instant feedback of every marketer’s dreams. Or nightmares, depending on what they’re saying. We’ve published a guide to the 9 metrics you need to be tracking on Twitter, we’re working on one for Facebook, and here’s the one for Pinterest.
“Impressions are the number of times a Pin from your profile has appeared on Pinterest home feeds, category feeds and search.”
This is the first metric to track – how many views are your Pins getting, and which Pins are being viewed the most. The impressions gives you an idea of the overall success of your content strategy. When you see a gradual uptick in impressions, you’re doing something right and creating content that is of interest to the Pinterest community.
If you’re using Pinterest as a Business, your Impressions can be found in ‘Your Pinterest Profile’, the second tab on your Analytics dashboard.
So you know that you had a spike in impressions. But you’ve spent some money on the design of your recent offer-related content and you need to know if that’s the Pin that’s getting all the attention. Or was it just the motivational coffee poster you posted on #NationalCoffeeDay? Well, that’s the next thing you need to find out.
This tab can strongly inform your content strategy as
- You can see the returns on individual pins and measure their performance like in the example above, and
- Understand what your target audience is searching for. In the image above, none of the top performing content was published recently, so their popularity hints at trending topics and popular searches. Our NFL report may be doing particularly well due to the NFL play-offs taking place right now. (They’re going to love our recent SlideShare…hopefully.)
2. Repins & Repins/Pin Ratio
“This is the number of times someone saved your Pin to one of their boards. Repins are how Pins get shared across Pinterest.”
The number of repins is the aggregate of how many times your Pins have been saved to another Board, while the Repin/Pin ratio is the popularity of particular Pins or Boards. Repins are the equivalent of Facebook Shares, or ReTweets as they are the ‘amplification’ social engagement of Pinterest. By increasing the number of Repins and bettering your Repin/Pin ratio, you are increasing your Pins’ – and thereby your brand’s reach.
Your Pinterest Analytics can also identify your most repinned Pins, giving you an idea of the kind of content that resonates with your audience. Don’t forget – while the image of your Pin is what is being Repinned, also pay attention to the text in the description as well to find patterns – words, hashtags or length that are consistently Repinned more to optimize future efforts.
Another set of metrics that reflect the overall health of your content strategy on Pinterest are Likes. Previously a heart and now a star, Likes are not only a show of appreciation as on Facebook, they’re also like Twitter’s Favorites – bookmarks for content that may not have a place on a person’s own Boards but still catch their attention and interest.
Pinterest’s “Activity from your website” tab on their analytics dashboard tracks those Pins that have been pinned originally from your website, as well as those Repins featuring content from your website. This is invaluable information and something that should be regularly tracked in order to understand which piece of content is doing well and is being repinned most, but also what kind of content works for your target audience.
If you’re not familiar with the Analytics dashboard on Pinterest, you could be missing out on some incredibly useful insights. The key differentiator from other social networks is the depth of analytics available not just pertaining to your efforts, but to your content itself – which has a critical difference. This Pin, while not one of our own, features content from our blog and we can track its popularity and get insights on content strategy as well as influencer strategy.
Understanding the insights from your own data aside, benchmarking your efforts against competitors helps figure out any necessary changes in strategy. When everything is going well, it’s easy to look at your own metrics and gloat, but when you’re not doing amazing, take a look at what a better-performing competitor is doing.
Is your competitor pinning straight from its website, therefore encouraging visits back to the website, or are they pinning ‘Pinterest-friendly’ images from travel or beauty websites that while more shareable won’t really be driving purchases.
5. Best in search and Power Pins
These 2 metrics can also be found on Pinterest’s Business Analytics dashboard and each holds a specific point of interest for different reasons. Together, they comprise the strongest indicators of how your content strategy on Pinterest should be shaped moving forward. Best in search is an all-time look at the Pins that showed up in the most Pinterest searches by users. This information, along with Power Pins – which are your most Repinned Pins carves a clear picture of the best way to bring visibility to your content on Pinterest.
With an estimated 53 Million unique monthly users from the US using Pinterest, it is no longer an ‘additional’ social network that brands can use to simply recyle or reshare content created for other media. This infographic from Shopify.com highlights the importance of Pinterest as a driver of commerce, and gives brands more than enough reason to create a strategy for their Pinterest presence.
The metrics above can help you do exactly that.