Data is the king in the digital marketing world. It doesn’t matter if you are a small business owner, marketer, or brand manager. Knowing how to use analytics is always vital to growing and getting engaged. Amongst other such powerful tools at your disposal is Pinterest Analytics. For optimizing your Pinterest strategy, it is absolutely crucial to use Pinterest Analytics. In this blog post, we’ll dive deep into how to use Pinterest Analytics to boost your performance and achieve your marketing goals.What is Pinterest Analytics?
Pinterest Analytics is the free service that Pinterest offers to track its users’ performance. Pinterest Analytics allows you to view and understand how your content is performing, who your audience is, and how they relate to your content. Pinterest Analytics will guide you in making data-driven decisions, working towards improving your strategy with better means to attract traffic to your website or product.
Why Pinterest Analytics is Important
Pinterest Analytics will give you insight into your content strategy and the people behind your audience, which you can refine to increase visibility on the platform. Today, Pinterest has more than 450 million active users, making it one of the biggest players in the world of social media marketing. You can tap into Pinterest Analytics to help you:
It is how you’re able to measure engagement, or see how well your pins perform and which content best resonates in your audience.
It gives you a chance to recognize trends that can keep you ahead of the curve
Know about your audience demographic, interest, and activity information about your target audience.
Optimize your content- Make adjustments and improve your pinning according to what works best for your brand.
How to Create Pinterest Analytics
Before you view the metrics, you will want to ensure that your Pinterest Analytics is set up correctly. Let’s get started.
1. Open a Business Account If you haven’t already opened a Pinterest Business Account, you’ll need to do so now. A business account will allow you to access Pinterest Analytics and other useful features like promoted pins and ads.
2. Allow Website Verification: You will be able to track your pin’s performance and what is really making people go to your website by verifying your website. This will help you to maximize your benefits from Pinterest Analytics.
3. Connect Pinterest Account with Google Analytics Connect your Pinterest account with Google Analytics. This will even further enable you to understand how Pinterest is driving traffic and conversion on your website.
Key Pinterest Analytics Metrics to Monitor
This information is quite rich from Pinterest Analytics, though not all metrics are equal. The most important ones are highlighted here in order to analyze whether or not your Pinterest strategy has been a success.
1. Impressions
Impressions are the number of times that your pins have been viewed on Pinterest. This will be a metric that tells you how far your content reaches and how visible your pins are to your audience. A high number of impressions means that your content is being shared or shown to a large audience, but that doesn’t necessarily mean that users are actually engaging with your content.
Use it: If impressions are high but engagements are low, then that probably means your content isn’t striking the right chord. Maybe the visuals or the captions just aren’t catching their fancy. Try reworking your visuals or your captions.
2. Engagements
Engagements track how people have been using the pins, such as repins, clicks, and comments. It is a good pointer for how well your content will resonate with your audience. The higher engagement rate is a pointer to how often your content will be shared with a larger audience.
How to use it: If you are getting quite a number of impressions but engagements are low, then it is the time when you should analyze your contents. Are your pins actually eye-catching? Do you use engaging calls to action? Engagements are good indicators of whether your content does well or not.
3. Clicks
Clicks reveal how many times visitors clicked your pins to see your website or landing page. That is important, because most businesses create traffic for their website and many times for landing pages.
How to use it: Track the pins that receive the most clicks and try to understand what makes them popular. Is it the headline, the image, or the product you’re pinning? Use that data to replicate success with other pins.
4. Saves (Repins)
A repin or save is when a user saves your pin to one of their boards. This lets you know that your content is of enough value to a user for them to share it with their followers. The more repins you acquire, the higher your chances are for people to view your content and become more interactive with your profile.
How to use it: Pin repin numbers that have numbers high in number meaning the content is connecting with the target audience. Analyze those pins that have high numbers of repins to discover common characteristics, i.e., content types or the style of images.
5. Audience Insights
Audience Insights gives you demographic information for people engaging with your pins. It shows insight into age, gender, place, device used, and other interests of the viewers. All that information proves to be of great importance in tailoring your content to the desires of the audience.
How to use it: Use audience insights for creating more focused content. When you discover that most audiences have interest in a topic, you might have potential for even more engagement. You would, therefore, create more pins on the subject.
6. Top Pins
This feature allows the performance of the best pins to be viewed. Impression, engagement, click, and save metrics are recorded. Knowing what your best pins are, you’ll know what to replicate for future content.
How to use it: Note the top pins and try to find out what makes them perform. Try looking at images, descriptions, and keywords used. Use the style and format of your best performing pins to create future content.
Improving Your Strategy with Pinterest Analytics
In order to get a better feel of how you can implement Pinterest Analytics to enhance your Pinterest strategy, let’s start exploring:
1. Fine-tuning Pin Schedule
Pinterest is a visual search engine, and time affects the performance of your contents, so by using Pinterest Analytics, you can get when the users most engage with your pins for scheduling them at those best times.
This shall work as motivation; use sometime then and thereafter check what time of the day fetches your pins with the highest number of engagements and post according to this. There are tools such as Tailwind, which can schedule automatic posting times as well.
2. Good Images
Images speaking of creativity for the eye of participants on the platform, images that are nice and clean command much attention in an audience. Monitor use through Pinterest Analytics by visual types to help generate more images in similar lines that can be used in later posts.
Ways of using it: The moment you understand that it’s actually some styles of pictures, colors, or orientations that are raking better engagement, you should work with those features of later pins. High-quality imagery makes you different in the content.
3. Try different formats of your pins
There are different pin formats in Pinterest, such as standard pins, video pins, carousel pins, and story pins. Every format has its advantages. Hence, different formats can be used to achieve varied marketing objectives.
How to apply: Make use of Pinterest Analytics for the knowledge on how every format of pins is performing. If video pins start attracting more engagement compared to standard pins, make more videos as part of your campaign.
4. Optimize Your Pin Descriptions and Keywords
Since Pinterest is a search engine, that’s where keywords come into play for finding your content. Make use of Pinterest Analytics to see which keywords bring in the most traffic to your pins.
How to apply: Scan through your highest-performing pins and look at what keyword phrases are being utilized there. Use those same keyword phrases in the next pin descriptions, titles, or boards that might otherwise have been much harder to find without that phrase.
5. Website Traffic and Conversions
This tracker indicates how many visitors are being pushed from Pinterest to your website, which is pretty useful in terms of using Pinterest as a traffic source when the former is an eCommerce or lead-generation site.
How to use it: See how many clicks your pins create and how those clicks actually convert on your website. Use that knowledge to optimize your landing pages, craft better calls to action, and optimize your conversion funnel
Conclusion
Pinning analytics is a beautiful tool that will help to hone your Pinterest strategy by keeping an eye on your grasp of the target audience such that, at the end, marketing goals are reached. Use metrics, like impressions, engagements, clicks, and repins to know what works, what doesn’t. To use in optimizing your content, to boost the pin on engagement, and with this you have more traffic coming in on your site. Then you get Pinterest analytics working in your favor once you do it, right.
Remember, on Pinterest, it is not about making everything pretty; it is about knowing the data behind them and using it in your strategy. Go ahead and jump into Pinterest Analytics. Track your performance. Just watch your Pinterest presence grow!