- Published: Jul 17, 2023
- Last Updated: Nov 27, 2023
- 10 min. read
Savannah SwansonDigital & Social Trends Writer
- Savannah is a content marketer with editorial experience spanning several businesses. Specializing in social media and marketing trends, she loves talking about the latest developments in online marketing. When she’s not writing, Savannah loves traveling, hoarding books and coffee mugs, and adoring her cat. Please don’t ask her about famous true crime cases, or else she’ll tell you all about her theories and get absolutely no work done.
Pinterest is a place of discovery — whether you’re looking for new recipes, browsing outfit ideas, or want to create a mood board, Pinterest has diverse content for everyone. More importantly, Pinterest is a great place for businesses to market their brand to the platform’s 463 million users.
As with any major social media platform, it’s important that businesses understand how their content is performing to continue wowing their target audience. Enter Pinterest Analytics.
Pinterest Analytics is the platform’s built-in metrics tool that lets businesses to monitor the success of their organic and paid campaigns. In this beginner’s guide, we’re walking you through the ins and outs of Pinterest Analytics.
Today we’re covering:
- How to access Pinterest Analytics
- Pinterest Analytics: Key metrics
- Pinterest Analytics: Audience Insights
- Pinterest Analytics for video
- Pinterest Analytics for trends
Need help with your Pinterest content strategy before you dive into Pinterest Analytics? No problem! WebFX is no stranger to Pinterest, and we’ve got 25+ years of experience in helping clients build content strategies for social media and more.
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First thing’s first — you can’t become a Pinterest Analytics pro until you gain access to the tool.
To access Pinterest Analytics, all you need is a business account. If you already have a Pinterest business account, you’re set. If not, simply convert your account to a business one. Once you’ve got your business account squared away, it’s time to dive into Pinterest Analytics.
Log into your Pinterest business account (if you haven’t already) and navigate to the menu options at the top of your screen. Click on Analytics, then choose Overview from the dropdown menu.
Your Analytics Overview dashboard gives you a solid look at a variety of metrics regarding your Pinterest account and its content.
Once you land on your Overview dashboard, you can toggle between your Pinterest Analytics overview, Audience Insights, Trends, and Conversion Insights.
If you’re new to Pinterest Analytics, the information on this dashboard can be a bit overwhelming at first. To help navigate through it all, let’s talk about some of the key metrics to pay attention to on Pinterest Analytics.
Read on for an overview of some key metrics to keep an eye on within the different Pinterest Analytics dashboards.
This metric refers to the number of times your Pins showed up in front of users, whether that’s on their Home Feed, search results, or another user’s board. In other words, impressions are a Pin’s views.
Why it matters: Tracking your Pins’ impressions can help you get a better look at your content’s visibility and how it varies based on content, keywords, etc. Additionally, it helps you to identify trends in content performance so you can adjust accordingly.
A user seeing your post is one thing, but interacting with it? That’s even better. Engagements tell you about the actions users take with your content. This includes:
- Pin clicks
- Outbound link clicks
- Carousel card swipes
- And more
Why it matters: Analyzing your Pins’ engagement helps you to calculate engagement rate and identify specific content that users are engaging with the most. This way, you can create more content that your audience wants.
Pin clicks and click rate
Pin clicks are the total number of clicks on your Pin or ad so it opens. You Pin click rate is calculated as the total number of clicks on your Pin or ad to content on and off Pinterest divided by the total number of impressions.
Why they matter: Pin clicks — and more importantly, your pin click rate — is a great way for measuring audience engagement and interest in your content. The more Pin clicks and higher engagement rates your content garners, the higher your chances of driving traffic to your website.
Formerly known as “repins,” saves track the number of times Pinterest users add your content to a board. Users can save your Pins and other content to their own boards that are usually created based on themes or topics.
Why it matters: A save means the user will almost certainly revisit your content in the future, meaning you have a higher chance of driving traffic over time. Plus, your content gets additional exposure on boards and feeds that previously may not have been accessible.
Outbound clicks and outbound click rate
Formerly known as link clicks, outbound clicks are the number of times users perform actions that lead them to a destination outside of Pinterest. The outbound click rate is a percentage calculated by the number of clicks to the destination URL associated with your Pin divided by the number of the Pin’s impressions.
Why they matter: Like Pin click rate, your outbound click rate gives you insight into how successful your Pins are at encouraging users to interact with your content to the point that they’re taken to a destination outside of Pinterest.
Top Pins and Boards
This last one is self-explanatory — your top Pins and Boards refer to your top-performing Pins and Boards within the last 30 days. You can filter these based on:
- Pin clicks
- Outbound clicks
Why they matter: Knowing what your most popular Pins and Boards are can help your upcoming content strategy so that it caters to what your audience is looking for.
Now that we’ve covered some general Pinterest analytics metrics to track, let’s talk about your audience.
Within Pinterest Analytics is Audience Analytics, a dashboard dedicated to insights related to the actions of Pinterest users within your audience and the overall Pinterest community. When viewing Audience Analytics, you can view data for a few different types of audiences:
- Total audience: The number of users who have seen or engaged with your Pins.
- Engaged audience: The number of users who have engaged with your Pins.
- Pinterest total audience: The total number of users who have seen or engaged with Pins across all of Pinterest.
- Pinterest engaged audience: The total number of users who have engage with Pins across all of Pinterest (including those who click or save your Pins).
What’s more, you can even compare two audiences so you can view different Audience Insights side by side. Read on for a brief overview of some key metrics within Audience Insights that you should track.
Audience Insights cover basic demographic data, including:
- Device statistics
Additionally, demographics metrics offer information about different Pinterest categories and interests.
Why it matters: General demographic data helps you to better understand your audience so you can create and publish content that resonates with them. Through demographic data you can create region or language-specific content, and fine-tune your overall Pinterest content strategy.
Through conversion insights you can measure the performance of your organic and paid content. Conversion insights includes metrics like return on ad spend (ROAS) and cost per action (CPA) so you can manage your paid Pinterest efforts.
Why it matters: As we said, conversion insights allow businesses and advertisers on Pinterest to manage their paid and organic content effort. When you have your organic and paid content working together seamlessly, you’re on your way to a successful Pinterest content strategy.
Top converting Pins
Top converting Pins measure the impact of your top Pins based on different conversion goals, including:
- Page visits
- Pin clicks
- Add to cart
Why it matters: It’s always important to understand how your Pins are performing and if they’re driving specific actions and conversions. If they’re performing well, study why that’s the case and try to apply that success to other Pins.
Add to cart and checkouts
If you’re an ecommerce business on Pinterest, these metrics will be invaluable to your Pinterest Analytics dashboard. Add to cart refers to the number of times users added items to their carts, while checkouts measures (you guessed it), the number of users to purchased items.
Why it matters: Add to cart and checkout metrics give you insight into how well your product pages and Pins are grabbing users and encouraging them to make purchases.
PRO TIP: Compare your add to cart and checkouts to analyze customer conversions. If your add to cart rate is high but checkouts are significantly lower, you may want to consider adjusting your checkout page to ensure there are no issues, or follow up with users to see why they’re abandoning their carts.
Pinterest’s affinity metric tells you the top categories and interests for your audience selection, including the strength of your audience’s interest in a specific category compared to the average user on Pinterest.
Why it matters: By understanding affinity metrics you can create content that has a higher likelihood of engagement from your audience and even target those interests in your Pinterest ad campaigns.
Profile and page visits
Profile visits refer to the number of times users viewed your Pinterest profile, while page visits tell you the number of times people visited your website from Pinterest.
Why it matters: Page visits are a great metrics to watch if one of your Pinterest objectives is to increase website conversions. You can also look at profile visits to see if your content is encouraging users to see more of what your profile has to offer.
If your business Pinterest account features a significant amount of video content, Pinterest Analytics also features video metrics so you can track the performance of the videos within your Pins.
Below are key metrics to view within Pinterest Analytics for video:
- Video views: The number of people who view your video for longer than two seconds with at least 50% of the video in view.
- Average video watch/play time: The average amount of time a user spent playing the video and static image cards in your Pin.
- Total watch/play time: The total number of play time of your video in minutes.
- 10-second plays: The number of times your video was played for 10 seconds or more.
- Played to 95%: The number of times your video was viewed for 95% of its length.
Feel like you’re out of the loop with what’s hot on Pinterest these days? With Pinterest Trends you can ensure your Pinterest content strategy is aligning with users’ interests.
Pinterest Trends is a feature that shows you what users on Pinterest are searching for, including timelines of when trending topics became popular, and the top-performing Pins associated with those topics.
You can filter trend data on Pinterest Trends by:
- Trend type (top monthly, top yearly, growing, and seasonal trends)
- End date
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So, are you ready to dive into Pinterest Analytics? Begin your Pinterest Analytics journey by teaming up with a Pinterest marketing agency that’s helped launch over 165,000 social media posts and 650 ad campaigns for clients.
Savannah is a content marketer with editorial experience spanning several businesses. Specializing in social media and marketing trends, she loves talking about the latest developments in online marketing. When she’s not writing, Savannah loves traveling, hoarding books and coffee mugs, and adoring her cat. Please don’t ask her about famous true crime cases, or else she’ll tell you all about her theories and get absolutely no work done.
WebFX is a full-service marketing agency with 1000+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more