If you are using a Pinterest Business Account (which you should be), you have a fantastic feature available to you called Pinterest Analytics. This can help you determine how well you are doing on the Pinterest platform. It can also be very confusing at first if you are not a numbers person. Since getting started with Pinterest, I have spent a great deal of time working with Pinterest Analytics and have a good handle on how it works, thanks to my background in engineering and technology.
Today I want to break down Pinterest Analytics, and make it easy for everyone to understand. The topics in this guide include:
- The three Pinterest Metrics (and what they mean)
- A Closer look at the five different Pinterest Analytics views.
We will also go step by step through each screen, which means you will see my Pinterest Analytics for TechStarZone.com. You will not see millions of followers or impressions or clicks or saves for the following reasons:
I got started with Pinterest at the end of October 2018 and knew NOTHING about the platform.
- My goal with Pinterest was to learn how the platform really works, my goal was not the most rapid growth possible.
- I reached 500 followers after 78 days and 1,000 followers after 94 days. You can learn more about how I did it in those two blogs, and what I would do differently if I could do it over.
- My Pinterest account is a constant experiment as I try new things to dive deeper into how Pinterest works, so you may see periods of peaks and periods of not much activity, and I am okay with that.
- This does not mean I do not understand the platform. I have done extensive research on how Pinterest really works thanks to the Pinterest engineering blog and the engineering resources Pinterest publishes at Pinterest Labs.
Could my Pinterest analytics be better if I followed my own advice? Of course, but where is the fun in that, and how would I learn anything that way?
Now, let’s dive into what exactly Pinterest analytics can tell us.
The Three Pinterest Analytics Metrics
Before we get started on our tour of Pinterest Analytics, I want to make sure you have a good understanding of the three metrics Pinterest uses most. These metrics are:
Now, let’s talk about what they are, and what they mean.
Understanding Pinterest Impressions
An impression is simply how many times people have seen your pins. According to the Pinterest article on profile analytics, the views of your pin come from home feeds, category feeds, and search. You have probably already read many articles out there that say Pinterest Impressions do not actually mean anything, and to ignore this statistic.
I completely disagree with this. An increased number of impressions means you are doing something right from Pinterest’s point of view, and how can anyone ever re-pin your pin if they have not seen it? When you see impressions increasing it means you are writing good pin descritopns, and including good key words and hash tags that are related to your content, and this is a major milestone.
Likewise, if you do not see the number of impressions increasing on your profile, it means you need to change they way you are doing things, and focus on content rich pin descriptions. Remember, at the end of the day Pinterest is a search engine, and your target demographic is on Pinterest to search and find what they need.
Understanding Pinterest Saves
While we talk about “pinning” on Pinterest all of the time, if you look at the Pinterest user interface, the proper verbiage is Save. A save is when somueone saves (or pins) your content to one of their boards.
Saves are a good indicator of your pin design. You would not save a pin that did not look good, would you? A save means that someone in your target audience thinks your pin is worth referring back to or had the puotential to teach them something. Once again, your pin description helped with this, but so did the design of your pin graphic.
An increasing number of saves means you are creating good looking pins that people are seeing. Great job! If you are not seeing a lot of saves, try playing with your pin graphics. Look at other pins in your blogging niche, and see what they look like. Pay attention to their metrics, and see what resonates with your audience. Then, start designing pins with those things in mind.
Understanding Pinterest Clicks
Clicks are probably everyones favorite data point, since they are what drive traffic to your website. In Pinterest land, a click means someone clicked on your pin and visited your site! Awesome! This is an important metric, because it proves that we are writing good pin descriptions, and making pins that people want to engage with, beyond simply saving them for later. The more clicks we see, the better.
Designing pins that get clicks takes time. Time to hone in on your graphic design skills if that is not your area of expertise, and time getting to know and understand your audience. Once you spend enough time with your audience, and truly understand what they are looking for in a piece of content, you will naturally begin to see more clicks to your website as you further refine your pin descriptions and pin design.
This takes a bit of trial and error for everyone. There will be a time when you spend a great deal of time designing a pin you think will get clicks, and you will pin it to find it does not do well. Other times, you will throw a pin out there with less effort and it will take off. Go figured.
Make sure you are taking detailed notes on what pins are working for you and what pins are not. Pinterest Analytics can help you with this, and we are about to learn how.
The Five Pinterest Analytics Views
We can access Pinterest Analytics by heading over to Analytics.Pinterest.com. You will also see Analytics in the top left of your screen next to the Pinterest logo when you are logged into Pinterest with a desktop web browser. When we click on Analytics at the top left of the screen, we will see five different options to view our data like this:
There are five Pinterest analytics views:
- People You Reach
- Audience Insights
Now, we are going to break down each of these Pinterest Analytics views, how to access them, and what you can learn about.
Pinterest Analytics Overview Screen
When you log in to Pinterest Analytics view, the view you see is the Overview. This is a great place to get started with Pinterest Analytics, and will give you at a glance information about the impression metric we talked about earlier, as well as how many people are seeing your pins.
If you scroll down the page you will see your top 5 pins ranked by Impressions, and the other two key metrics that go along with them, Saves and Clicks. It is always a good idea to review these pins to see if you can figure out what made them work so well!
You can also reach the Pinterest Analytics People You Reach view and Pinterest Analytics Website view from this Overview screen.
From the Overview screen, simply click any of the three graphs to be brought to that view.
It is impoprtaint to remember that Pinterest Analytics generally work on a 30 day window (with the exception of the All-Time view in <<>>). This means you need to be checking your Pinterest Analytics on a regular basis to really have a good idea of what is going on. Also, there is a lag between the current time and Pinterest Analytics of about a day.
The default view at the Overview screen is 7 days of data. If you click on a graph to be brought to a different view, such as Profile, you can filter the data by 7, 14, or 30 days. Clicking these graphs will also take you to the respectie Pinterest Analyics view.
Pinterest Tip: Pick a certain day or days of the month to check your data for consistency sake. For example, always check your Pinterest data on the 7th and 14th.
Now, let’s talk about this 14 day view for a moment.
We know what impressions are, but what about viewers in the screen above when we looked at our time options? As you can see we also have a metric called Avg. daily viewers. This is how many people are seeing your content. In this case it is lower, which just means means that some people are seeing more than one pin.
You can also see a massive down turn in the number of Impressions and daily viewers. This happens. I had a coupe of pins that had a huge number of impressions, and as the time from when that event happens drops, you will see these metrics decrease as well.
Pinterest Analytics Profile View
Since we just took a look at the Pinterest Analytics Profile View, let’s talk more about what this view can show you.
Within the Pinterest Analytics Profile view you can see data on your:
- All-time data
Now, let’s switch to the 30 day view for Impressions and take a look:
Wow, I am seeing much different data when I switch to the 30 day view. While my Impressions and Daily Viewers were down over the last two weeks, they were up overall for the last 30 days. This is why I like to change the date view of my data and look at it from different angles.
When we look at this graph, we can tell I had a couple of big spikes with lots of impressions, which is good! I tried different things at different times (remember to keep track of your activity), and can see the results in this graph. As you can see, some things worked better than others.
From this view, I can also get information on our other key metrics in graph form, Saves and Clicks. Some of this data is displayed in my Top Pin Impressions, but I can click on Saves and Clicks to get a better picture of everything:
As you can see, I have been making some progress in this area, since the graphs tell me the percentage of increase I have had.
Remember to play around with the date options for these graphs, and check in on them regularly.
Pinterest Tip: Log important data. I do this in a notebook and spreadsheet, and also save screen shots since the data is only around for 30 days, and it is nice to look back on previous periods to see what progress I have made.
Pinterest Analytics Profile View – All-time
Now, I want to pay attention to the All-time section of the Pinterest Analytics Profile View. This is a very unique section of analytics, since you see your data since you have created your Pinterest account vs the usual 30 day maximum view.
There are no graphs on this screen, however you can find great insights on:
- Most Saves
- Best In Search
- Power Pins (High mix of saves and clicks, etc, Pinterest pays attention to lots of different things to come up with this metric.
This view is good to check in on your pins over time. You will also see these pins change over time as you continue to evolve as a Pinterest publisher.
In addition to viewing it online, you can also export this data to a CSV file to take a closer look at it, if you prefer that. You can open a CSV in Microsoft excel, and see the URL of the pin, the date it was pinned, and the website the pin links to.
Congratulations, you are now ready to use the Pinterest Analytics Profile view. If you are new to Pinterest analytics, it is best to spend some time to with the Profile view to get comfortable with it and the metrics it shows you. There is more data available in Pinterest analytics, but you will likely find this view one of the most useful.
Now, let’s talk about what else Pinterest can show us.
Pinterest Analytics People You Reach
You can access the People You Reach view from the Pinterest Analytics Overview screen, or by clicking the Pinterest logo and selecting People You Reach from the drop down menu.
The first thing you will notice is that nice bar at the top of your screen letting you know there is a new type of report for this data. This is the Audience Insights View we saw earlier, that says Easy Access next to it. One thing is for sure, it is very clear Pinterest wants to help us understand our viewers and data better.
In this view, we can see things like what apps our viewers are using, how many viewers we have, and more importantly, how many of our users are engaged. This means they are saving or clicking on our content, which we love to see.
The All audiences tab lets you suggest everyone on Pinterest, or narrow things down to just your followers.
We can also export the data to play with later if we would like.
This view as a 14 day view of the data. Now, let us examine the 30 day view.
Once again the data looks different when we look at a different amount of time. While the growth over the last 14 days may not seem like much, it is quite a bit when we switch to the 30 day views
As we see the people we reach and engaged views increase, this tells us more and more people are seeing our pins and interacting with them. This means our pins are being found via Pinterest Search, beyond our followers, other people who find our content relevant also like our pins. We like to see these numbers increase.
Pinterest Analytics Website
Now, let’s take a look at the Pinterest Analytics Website View. This view shows us specifically the pins that link back to our website. This view is almost identical to the various options we had in the Pinterest Analytics Profile View with one difference, the data we see is just for the pins we have created versus everything we have pinned.
Remember, being a good Pinterest citizen is about more than just pinning your own pins. It is about cultivating an experience for your followers that gives them information they are interested in, including pins we did not create ourselves. In the other Pinterest Analytics Views, the pins we save from other publishes are also reflected in our data.
This is good, because it helps us further understand what our audience is looking for. If we see a pin created by someone else getting many saves from our boards, it is a good idea to look at this pin and content and try to learn more about why it resonates with our audience. After all, reading example blogs is the secret weapon every blogger should use!
I have switched to the 30 day view, and there is another tab in the Pinterest Analytics Website View we did not see in the Profile view. That is the
It shows us how many pins we are creating, uploading, or pinning with our own website as a link. It also shows us the latest pins from our site. As you can see, this activity has jumped around a lot. I have been testing strategies with my pins, other pins, and when to pin each, and it shows in this screen.
Other than that, this view is identical to the Pinterest Analytics Profile View, but this is the data we want to see about what we create.
Pinterest Analytics Audience Insights
As promised when you logged into the Pinterest Analytics People You Reach view, Pinterest Analytics Audience Insights puts a fresh new spin on some of the data Pinterest was already gathering. You have the option to take a look at more data on your total audience, or just your engaged audience.
Under this, you will see the following:
Categories and Interests, with the ability to drill down deeper to find out what your audience is looking at
For example, if you have audience looking at the Women’s Fashion category, you can then see how interested your audience is in sub topics such as women’s jewelry and women’s style.
Demographics, including Age, Gender, Location, and Device.
Pinterest Analytics Audience Insights is all about creating targeted Pinterest ads and promotions. This feature would allow you to run a targeted ad campaign, say to people interested women’s jewelry if you were selling women’s jewelry.
If you are selling a product or service, this area may be worth spending some time in. As usual, Pinterest makes it easy to access your data and manipulate it by exporting it to a CSV file.
Becoming a Pinterest Analytics Pro
Whew, that’s it! You are now familiar with Pinterest Analytics, and the data it provides you. The best way to get more comfortable with Pinterest Analytics is to head on over and start using it.
Keep in mind these tips while you get started:
Impressions are how many times your pins have been seen.
Saves are how many times your pins have been saved to a board, pinned or re-pinned. People use different terms for this.
Clicks are when people click on your pin and visit your website.
Start with the Overview section of Pinterest analytics. From there, you can begin to get a handle on the data you are seeing, and click graphs to view different areas of Pinterest Analytics.
Pinterest Analytics lags a day behind, and stores data for 30 days (with the exception of the All Time section of the Pinterest Analytics Profile view), so make sure to check in on your Pinterest Analytics data regularly, and keep notes.
Pinterest Analytics contains a great deal of data, deigned to make you a better Pinterest publisher. Make sure to spend time getting familiar with the interface, and take a look at how your pins are doing. I hope this guide was helpful. Good luck with Pinterest Analytics!