Success with social media campaigns requires knowing what is and isn’t working on your end. Regular analysis of your performance and monitoring of social metrics can give you that knowledge. And although it’s tempting to focus on popular metrics (such as follower counts, comments, and shares), we’ve seen how diving deeper into analytics can reveal valuable insight into fan engagement.
Understanding what content resonates best with an audience is a critical goal of any content marketing campaign, but especially on Pinterest. A major driver behind referral traffic and sales, the image-focused platform places heavy emphasis on content. If your strategy is working, you’ll know — and fast.
Throughout this article we’ll identify some of the ways in which Pinterest Analytics are influencing more than just your next Pin. But first, let’s take a closer look at the updated tool and explore exactly which metrics you should be watching.
Pinterest Analytics: An Introduction
Like other platform-specific analytics offerings, Pinterest Analytics helps you understand how people are engaging with content from your site as well as Pins from your profile. But unlike other social platforms, in order to access Pinterest Analytics you’ll need to create a business account. This can be done by converting an existing account or creating a new one.
Pinterest Analytics are currently separated into three types: your Pinterest profile, audience, and website. Even if you already have a business account, you won’t be able to access the latter analytics type without first verifying your website.
A pretty self-explanatory tool, Profile Analytics show you how Pins from your profile are performing. To increase the relevancy of these metrics, you can use the drop-down menu to filter profile data by device. For example, you can learn what people are seeing, clicking, and Pinning from a phone, tablet, or desktop. The following metrics are tracked in this section:
You’ll also see the boards with the most repinned or most clicked Pins for the last 30 days. Additionally, “All-time” features an assortment of metrics including your all-time most repinned, best in search, and Pins with all-time high engagement.
On this page, you’ll find information about the people who interact with your Pins from both your profile and web domain. You’re still able to filter this information by device; however, you’re given the added option of filtering by audience. You can limit it to just people who follow your profile or boards, or open it up to the entire audience that interacts with your content.
In the demographics view, you’ll see the average number of unique impressions of your Pins and the average number of people who engaged with your Pins. You’ll also have access to data on where your audience is from, what language they speak, and what gender they identify as.
Pinterest provides you with extra data regarding Interests in this section, too. For example, you’ll get a visual look at what your followers are interested in. You’ll also be able to see a collection of boards from your audience that contains many of your Pins, as well the other business Pinterest accounts your audience follows. Both can impact how you think about future boards and Pins.
This tab focuses specifically on how Pins linked to your website are performing — which is why verifying your website is important. Like the previous two sections, you’re able to filter data by device. You’ll also have access to impressions, repins, clicks, original Pins (first-time Pins created from your site), and an assortment of all-time metrics.
What’s really valuable in this section is the data on the Pin It button. In the first graph, you’re shown the number of impressions your site’s pages with the Pin It button received in a 24-hour period, one week ago. You’ll see how many times the button was clicked, and how many times a Pin was actually created on Pinterest.
The second graph displays how many impressions Pins created from your website got, how many times those Pins were repinned, and how many times those repins led back to your website. According to Pinterest, this information is from the previous week, all from that single day shown in the first graph.
Going Beyond Pins
It’s not an uncommon practice to adjust existing campaigns based on insights gleaned from analytics. In fact, we recommend it. Here are a few examples of businesses that benefited from adapting their plans to new intelligence.
Lowe’s introduced a DIY-focused marketing strategy after learning that their “create-your-own-colorful doormat” Pin received more than 200,000 repins. Acknowledging this metric reinforced the direction the brand was taking with its Pinterest strategy — which aimed at helping people do it themselves.
This UK-based bakery came up with new cake design techniques after learning about its customers’ confection preferences through Pinterest Analytics. Knowing what your customers are interested in can have a profound impact on your strategy, making the Audience analytics tab a very valuable resource for marketers.
Online clothing retailer Vineyard Vines decided to bring back a belt design that was out of production after earning substantial interest from potential customers on Pinterest. This is an excellent example of how monitoring feedback from your customer base can impact sales.
Pinterest helped wikiHow determine which articles might be interesting to a broader audience. For example, when the company saw that “How to Dye Hair with Kool-Aid” and “How to Create Your Own Temporary Tattoo” were among the top pinned articles on Pinterest, it decided to feature them on the wikiHow homepage, as well as on other networks. Both performed “exceptionally” well and led to an increase in traffic and engagement.
Bear in mind that while analytics are there to guide you, they shouldn’t necessarily be the primary driver of a campaign. Marketing efforts usually aren’t done for the sole purpose of accumulating followers or repins. Making a push for a bigger audience at the expense of engagement and connection can leave your campaigns feeling empty, which will have a negative impact on customer experience. Rather, consider how your content — be it Pins, Tweets, or Facebook posts — can support marketing initiatives and their specific goals.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.