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What’s the best way to increase your reach on Pinterest?

Meet Pinterest Analytics — Pinterest’s free tool lets you analyze metrics like impressions, saves, clicks, and pin clicks. Using these analytics, you can better understand how your pins perform, figure out what resonates with your audience, and make data-driven decisions to get more people to see your content.

To help you measure your Pinterest efforts, we’ve put together this comprehensive guide. Here’s what we’ll cover:

• What is Pinterest Analytics?
• Why does Pinterest Analytics matter?
• 3 Pinterest Analytics Tools to Smartly Track Your Performance
• 18 Important Pinterest Metrics to Track
• How to Check Your Pinterest Analytics

What is Pinterest Analytics?

Pinterest Analytics is a free yet powerful, built-in tool provided by Pinterest to help users measure their performance on the platform.

Pinterest Analytics lets you measure a variety of metrics, including but not limited to impressions, saves, pin clicks, and many more. This way, you can modify your strategy to better meet your users’ needs.

To access Pinterest Analytics, you’ll need a business account, which unlocks the ability to create advertisements and promote Pins.

Why does Pinterest Analytics matter?

Pinterest Analytics gives you the ability to sort data from any time period.

Whether you’re doing monthly, bi-yearly, or yearly reporting, you can use Pinterest Analytics to identify patterns, analyze trends, and track the progress of your Pinterest efforts over time.

You can also sort the data by device, which can be helpful when figuring out how you should optimize for mobile versus desktop.

Last but not least, Pinterest Analytics gives you the ability to export your stats in a CSV file, which will come in handy for your next report or audit.

Now that we know more, let’s see what tools you can use to track your Pinterest performance.

3 Pinterest Analytics Tools to Smartly Track Your Performance

Here’s a list of three Pinterest Analytics tools that you can try to smartly measure your performance on the platform:

• Pinterest Analytics
• Tailwind
• Olapic

Let’s dive into these tools one by one.

1. Pinterest Analytics

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As mentioned before, Pinterest Analytics is Pinterest’s free built-in tool that you can use to measure the performance of your Pinterest efforts. To access Pinterest Analytics, you’ll need a business account.

When you head over to Pinterest Analytics on mobile, you’ll see the following four metrics at the top:

• Impressions — the number of times your Pins have been viewed. This could be through a user’s home feed, category feed, or search.
• Engagements — the total number of engagements on your Pins, including clicks and saves.
• Total audience — the total number of people who have seen or engaged with your Pins.
• Engaged audience — the number of people who have engaged with your Pins.

You can either measure analytics for your whole account or for individual pins or boards.

2. Tailwind

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Another great tool you can use to analyze your Pinterest metrics is Tailwind. Tailwind is a social media scheduling tool for Pinterest and Instagram that includes analytics.

The tool goes beyond vanity metrics and tracks followers, engagement, and even virality. You can even track your ROI by looking at visits, transactions, and revenue down to the specific pin.

Additionally, there are powerful filtering tools so you can uncover insights by board, interest heatmaps to verify that you‘re focusing on the right content, and trending reports to see what’s trending right now, even if it was pinned months ago.

If you’re looking for a detailed tool with lots of insights, Tailwind might be worth exploring.

3. Olapic

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Olapic is an all-in-one, user-generated, influencer, short-form video enterprise content platform that helps brands drive engagement.

With its scheduling and analytics tool, you can track ROI, influencer interactions, and engagement.

That being said, let’s learn which metrics you should track to measure the effectiveness of your Pinterest marketing efforts.

18 Important Pinterest Metrics to Track

Here are seventeen important Pinterest metrics you should keep an eye on.

1. Impressions

As with any other social media network, impressions measure the number of times your content is displayed.

Pinterest impressions include the number of times your content appears in a user’s feed, search results, or a different category feed. You can track this metric either for a specific pin or for your overall Pinterest account.

To get a sense of what your audience is searching for, look for patterns within your content to see which categories and keywords gain the most impressions.

For instance, if you notice your “Quotes from impressive marketing leaders” post performs exceptionally well, you might want to lean more heavily into thought leadership content on Pinterest.

2. Pin Clicks

Pinterest defines pin clicks as the total number of clicks on your ad or pin such that it opens in closeup.

Your Pins can have thousands of impressions, but if they are not driving any clicks, it’s important to reassess your strategy. Maybe the Pins with low impressions are not visually appealing. Or maybe they don’t resonate with your target audience.

This metric gives you an indication of how your audience is interacting with your Pins. You can track this metric either for a specific pin or for your overall Pinterest account.

To increase the chances of your audience clicking through, you can consider implementing these tactics:

• Create visually appealing pins that resonate with your target audience.
• Write compelling descriptions.
• A/B test different pin variations to understand what works for your business.
• Add keywords to your Pin title and description.

3. Saves

The saves metric (formerly repins) helps you understand what type of content your audience resonates with and is loving enough to save for future reference.

If people are saving your content, it’s a good sign. This means they care about your content and will save it for future reference. You can track this metric either for a specific pin or for your overall Pinterest account.

You can analyze what kind of content people are saving the most. Based on that information, we highly recommend finding the reason behind it. Try to understand why. And if it aligns with your content strategy, make more of that content.

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4. Outbound Clicks

Many people confuse pin clicks with outbound clicks. Pin clicks refer to the total number of clicks on your ad or Pin that enlarges the image.

On the other hand, outbound clicks is the total number of clicks to the destination URL associated with your pin. You can track this metric either for a specific pin or for your overall Pinterest account.

When someone opens one of your pins close up, that’s counted as one pin click. But if that same person takes it one step forward by clicking on the destination URL associated with that pin, that’s counted as one outbound click.

Measure link clicks against outbound clicks to understand the effectiveness of your Pinterest strategy and the engagement rate.

5. Top Pins

Pinterest content has a long lifespan. This means that your content can accumulate metrics over a longer period of time than they do on other platforms.

Your Top Pins will be useful in determining your best content over time. If you launched an extremely popular campaign that resonated with your audience a year ago, you’ll be able to go back and see the actions taken on that content.

You can use that information to inform the strategy of your next campaign. You can sort your top pins by impressions, engagements, pin clicks, outbound clicks, or saves, depending on your goals.

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6. Profile Visits

The profile visits metric allows you to understand the number of times people visited your profile after viewing your idea pin.

Note that we have used the term “idea pin” in the definition. An idea pin is different from a regular pin. It’s similar to Instagram stories. You can’t upload videos to regular pins. However, in the case of idea pins, it’s possible to do so.

Idea pins are meant to increase brand awareness and grow your Pinterest presence, as you can’t add a destination URL to them.

That’s one of the reasons Pinterest allows you to track the number of profile visits for your idea pins (you can’t track this metric for regular pins).

7. Follows

The follows metric allows you to track the number of followers attributed to your idea pin. In simple words, it’s the number of people who have followed your account after interacting with your idea pin.

You can’t track this metric for a regular pin. Instead, it is only possible in the case of idea pins, similar to the profile visits metric.

8. Engagements

There’s no point in having thousands of people following your account if there’s little to no engagement on your pins.

If you’re spending your time and effort on Pinterest marketing, you need to make sure that people are engaging with your posts.

Pinterest’s engagement metric allows you to do that. The engagements metric shows you the total number of engagements on your Pins, including saves and clicks.

You can find the engagement metrics by heading over to your account, clicking on the analytics metric in the top-left corner, and selecting analytics under Business tools.

9. Total Audience

The total audience is the total number of people who have seen or engaged with your pins. This metric gives you an understanding of the number of unique users who have seen or interacted with your Pins.

Don’t confuse it with impressions. The impressions metric measures how many times your Pins were displayed.

On the other hand, the total audience metric signifies the unique individuals who have been exposed to your pin. This metric allows you to see how many unique people you’re reaching out to.

10. Engaged Audience

Unlike total audience, the engaged audience metric takes into account the total number of unique people who have engaged with your pins. This metric tells you how many people commented, saved, reacted to, or clicked on your pin.

You can track this metric to see how many unique people are engaging with your pins, allowing you to gauge the level of engagement and interaction on Pinterest.

11. Engagement Rate

Engagement rate is the percentage of total engagements (clicks and saves) with your pins divided by the number of times your pins were seen. Basically, you’re dividing engagements with impressions.

This metric can help you understand how well your audience is connected with your content.

We highly recommend tracking this metric month-over-month along with other metrics to see how your Pins are performing and measure the effectiveness of your Pinterest strategy.

12. Pin Click Rate

Pinterest defines pin click rate as the percentage of the total number of clicks on your pin to content on or off Pinterest (user’s feed, search engine, or any other place) divided by the number of times your pins were on screen.

Here’s the formula to calculate pin click rate:

By tracking this metric, you can gain an understanding of how effective your Pins are in driving user engagement and click-throughs to your content, both within and outside of Pinterest.

13. Outbound Click Rate

Outbound click rate is the percentage of the total number of clicks to the destination URL of your pins divided by the number of times your pins were on screen.

To increase your outbound click rate, take these tips into consideration:

• Create attractive and clickable pins — you can try an easy-to-use tool like Canva or pin templates.
• Don’t give away all the information on your pin – this will increase the chances of your audience clicking through.
• Experiment with different call-to-action variations.
• Do more of what’s working.

14. Save Rate

Save rate is the percentage of the total number of saves of your pins divided by the number of times your pins were on screen.

Here’s the formula used to calculate save rate.

We believe that this metric is even more important than outbound clicks or outbound click rate.

That’s because when people are saving your content, this means they are connecting with what you’re putting in front of them. They’re either saving it for reference or to share it with someone they know.

15. Monthly Total Audience

Monthly total audience is the total number of people who have either seen or engaged with your pins in the last 30 days. It’s the same as the total audience metric but calculated specifically for the duration of one month (last 30 days).

Tracking this metric every month can help you gain insights into your monthly growth, identify seasonal trends, set future goals, optimize content planning, and assess the effectiveness of your campaign.

16. Monthly Engaged Audience

Monthly engaged audience is the total number of people who have engaged with your pins in the last 30 days.

Just like in the case of monthly total audience, monthly engaged audience is the same as the engaged audience but calculated specifically for the duration of one month (last 30 days).

We encourage tracking this metric to understand your engagement each month, assess the level of interaction and engagement your content receives within a specific timeframe, and identify trends in user engagement.

17. Audience Demographics

You can learn more about your audience (total and/or engaged) by viewing their demographics, which include age, gender, location, and device.

Using the Compare feature, you can also compare data for two audiences side-by-side to identify notable differences and similarities.

Based on this data, you can make informed decisions and tailor your Pinterest marketing strategy to maximize engagement and reach your target audience effectively.

18. Audience Affinities

In this section, you will see a breakdown of the categories your followers engage with and the top boards to which your content is pinned. This will help you understand your audience and what attracts them to your content.

Now that we know which metrics to track, let’s understand how to check your Pinterest analytics.

How to Check Your Pinterest Analytics

First of all, you need to make sure that you have a Pinterest Business account.

Otherwise, you won’t be able to access the analytics. If you don’t have a Pinterest Business account, you can learn how to create one for yourself here.

Once you create your Pinterest business account or if you already have one, you can measure Pinterest Analytics across both mobile and desktop. Whether you’re looking to track analytics on your mobile or desktop, we’ve got you covered.

Let’s understand how to access Pinterest analytics on both devices one by one.

We’ll start with desktop.

How to Check Pinterest Analytics on Desktop

To check Pinterest Analytics on desktop, follow these steps:

1. Head over to www.pinterest.com and log in to your business account.

2. Once logged in, hover your mouse over to the Analytics tab on the top left-hand corner.

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3. Hovering over Analytics, you’ll see these options:

• Overview to track the performance of your boards and pins.
• Conversion insights to measure the impact of both your paid and organic performance on Pinterest.
• Audience insights to track audience data. You can also compare different audiences.
• Trends to see what’s popular on Pinterest.

Note: You can access more metrics on the Pinterest desktop application vs. metrics on mobile. So we highly recommend accessing Pinterest Analytics on Desktop.

That being said, if you’re looking to access analytics on mobile, we’ve got that covered next.

How to Check Pinterest Analytics on Mobile

To access Pinterest Analytics on mobile (Android and iOS), follow these steps:

1. Launch your Pinterest mobile application.

2. Log in to your business account.

3. Click on your profile picture in the bottom-right corner.

4. Next, click on audience analytics in the top-left corner.

5. This will launch Business Tools, under which you can find:

• Analytics: to measure overall Pinterest account analytics.
• Audience insights: to track audience data.

Note: You can also track metrics like saves, clicks, and impressions for individual pins or boards.

Take a look at The Ultimate Guide to Pinterest Marketing to learn more about how to use Pinterest for your business.

Excited to track your Pinterest performance?

There are plenty of metrics that Pinterest provides that will be helpful for your business. However, it’s important to note that what works for one business‘s Pinterest strategy may not work for your company’s unique voice and positioning.

Using Analytics can allow you to test different content formats, which will ultimately add value to your customers’ overall experience with your brand.

Editor’s note: This post was originally published in April 2019 and has been updated for comprehensiveness.

The post The Ultimate Guide to Pinterest Analytics appeared first on ProdSens.live.

Back in 2021, Pinterest introduced a new feature called Idea Pins. Pinterest’s Idea Pins consist of videos or photos grouped together in a format similar to Instagram Stories. These pins appear in the Watch feed of the Pinterest app, almost like the For Your Page on TikTok. Idea Pins are also displayed in the Create section of a brand’s Pinterest profile.

In a press release, Pinterest said Idea Pins make publishing “high-quality, long-lasting, and savable content” simple for content creators.

“With these updates, we’re highlighting the people behind the content and encouraging Pinners to follow creators and engage with the ideas they find,” the press release said.

As you’ll see with the brands below, Idea Pins can be used to tell a story, promote products, give tutorials, and engage with users. Here’s how these 10 brands are using Idea Pins.

10 Brands Using Pinterest Idea Pins

1. Fenty Beauty

Cosmetics brand Fenty Beauty uses Idea Pins to promote the brand’s products and showcase the brand’s inclusivity. The company does this by showing photos of the products and how they look on different skin tones. Fenty also includes videos on its pins of people of color applying makeup and creating different looks.

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One of the biggest concerns facing the cosmetics industry is a lack of inclusivity. Many people of color with darker complexions often struggle to find makeup that matches or complements their skin tone. By using Idea Pins to show variety and how POC look in Fenty products, the company sets itself apart from other cosmetic companies and presents itself as a solution.

2. Oh Joy

Lifestyle brand and design company Oh Joy is the most followed account on Pinterest with 15.2 million followers. Its founder, Joy Cho, uses Idea Pins as a way to speak directly to the company’s audience and give advice on fashion and home decor. For example, in one pin Cho promotes jewelry from Jared. She speaks directly into the camera and tells her audience how she was able to coordinate the jewelry with her outfit.

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Cho then encourages the audience to click through her pins to see more of her favorite Jared pieces and the outfits she matched them with. In other Idea Pins, Cho gives her audience a tour of her home and explains the thought process behind her decor. This is a great way to build audience engagement and to form a bond with viewers.

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3. Food My Muse

Food My Muse is a foodie account that posts recipes and restaurant reviews. The account is run by former restaurant owner Nadia Aidi. While Aidi posts a variety of food-related content, she uses Idea Pins specifically to post videos with step-by-step instructions for different recipes.

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She also includes the full recipe in the description of each pin. This kind of content is great for visual learners and it shows off her expertise as a chef — establishing her credibility as an expert foodie.

4. Mejuri Jewelry

Mejuri Jewelry uses Idea Pins to post photos of its jewelry pieces and categorize its content by theme. In a way, Mejuri uses Idea Pins to create different lookbooks. In one Idea Pin, for instance, Mejuri creates a lookbook showing Pinterest users the different ways they can stack bracelets. Another lookbook consists of Fall 2021 trends, and another Idea Pin uses photos to show how gold and silver jewelry can be styled together.

This method of using pins shows the jewelry Mejuri offers and gives potential buyers practical information about how to style them for any occasion.

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5. Etsy

For its Idea Pins. Etsy leans heavily into video content that gives a behind-the-scenes look into small businesses on Etsy’s website. One Idea Pin includes a sequence of clips showing how one Etsy seller named Tori Lynn paints and glazes a ceramic mug. Another pin is a time-lapse video of another seller named Veruschka converting parts of their home into a workspace where they handmake and ship out their products.

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This type of content doesn’t just promote the products found on Etsy, it also highlights the many businesses and artists selling their wares on the site. In doing so, Etsy attracts both potential buyers and business owners looking for a platform.

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6. Vogue Magazine

Vogue Magazine uses Idea Pins to promote its magazine cover stars via candid videos from the photoshoots. The magazine’s latest Idea Pin, for example, features photos and footage of Serena Williams and her daughter, posing for the magazine’s cover and playing on a beach. Other pins feature celebrities like Rihanna showing her baby bump as well as photos from the Met Gala.

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Vogue’s Idea Pins appeal to its audience’s love of celebrities and fashion, and the pins establish Vogue as being at the center of pop culture.

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7. Bustle

Most of Bustle’s Idea Pins consist of repurposed content from other platforms like YouTube, Instagram, and TikTok. This method is helpful because it gives older content a second life on Pinterest. TikToks of celebrity interviews and short anecdotes from YouTube are frequently uploaded as Idea Pins, showing off Bustle’s variety of pop-culture content.

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8. Free People

Most of Free People’s pins start with a video of a model wearing the fashion retailer’s clothes and demonstrating the different ways the clothing items can be styled. The video is then followed by photos of the products in different colors and in different outfits. This method makes all the Idea Pins similar and uniform, so followers know what to expect.

Similar to Mejuri Jewelry, Free People also organizes its pins by style and creates a digital lookbook that showcases its clothing and accessories.

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9. The Little Bazaar

The Little Bazaar is an online store selling boho-style clothing. Like most fashion accounts on Pinterest, all of The Little Bazaar’s Idea Pins consist of photos of models wearing their clothes. However, some models are also customers who submitted photos and videos of them wearing the products.

This form of user-generated content is great because it shows Pinterest users how the clothes look on real people and it would encourage people to submit their own content as well.

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10. Lulu’s

Almost all of Lulu’s Idea Pins consist of fashion and lifestyle how-to’s, such as “How to Style a Corset Top” and “How To: Macha Gin Fizz.” However, what I enjoy most about Lulu’s Idea Pins is the cover images. Each cover image includes Lulu’s logo as well as large texts giving a quick explanation of what the pin is about.

This use of Idea Pins is aesthetically pleasing, organized, and helps Pinterest users navigate to the kind of content they’re looking for.

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Idea Pins present more opportunities for brands to get their content on Pinterest users’ feeds, expanding brand awareness. However, brands should also see these pins as a chance to create engaging content that tells a story and provides value.

How-to’s, lookbooks, behind-the-scenes footage, and user-generated content are just a few examples of the many ways you can incorporate Idea Pins into your marketing strategy.

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