When it comes to Analytics, I find there are usually two types of people: people who LOVE numbers and use them all the time, and people who just don’t understand them. I was part of the second group until I started using Pinterest. I still struggle with understanding website analytics, but Pinterest is just second nature these days!
Pinterest’s analytics have many useful attributes, and are definitely something you need to be tracking if your business is on Pinterest!
You need a business account to see analytics - if you don’t already have one, check out this post where I walk you through setting one up.
Once you have a business account, you’ll be able to find the Analytics on the top, left-hand side of your Pinterest homepage.
Clicking on the Analytics tab will bring up a drop-down menu with 4 options:
people you reach
This tab will give you a general idea of your analytics. You’ll see a quick graph snapshot of the three analytics sections, as well as an immediate view of your top pin impressions for the past 30 days. This is calculated across ALL the pins you’ve saved (other people’s pins as well as your own pins), so it’s not something to focus on too much.
As we walk through the Pinterest Analytics dashboard, we’re going to come across some terms that can be confusing if you’re not familiar with analytics!
The first one is IMPRESSIONS. This refers to how many people have seen your pins - whether that’s in a search, or scrolling by in their SmartFeed.
Next is SAVES. Saves just refers to the number of people who are saving (or pinning) each pin.
And lastly is CLICKS. Another straightforward term, but this is counting the number of people who actually click through from your pin to your website. (NOTE: You may see a discrepancy here between this number and the number on Google Analytics. This is normal, as GA is better able to track what happens after someone clicks on a pin - for example, if they close the page before it’s completely loaded)
There are several tabs within this section: impressions, saves, clicks, and "all-time." This is going to show you the stats for all of the pins you’ve saved (yours and other people’s), so once again - while it’s cool to look at, it’s not really our focus.
PEOPLE YOU REACH
This section used to be where you could find out all sorts of fun things about your audience, but that has moved to another tab - Audience Insights. Now, it’s just responsible for the “average monthly viewers” number you see on your Pinterest profile. This number also doesn't REALLY mean too much, as it’s based on impressions and not much else - you can have 1.5m monthly viewers (meaning 1.5 million people are potentially seeing your pins in their feed/search), but if that number isn't converting to clicks/saves, it doesn’t mean much!
Now it’s time for the meat and potatoes! This section tells you how many people are seeing, saving, and clicking on YOUR pins - your original content.
In general, your Impressions are almost always going to be higher than your Saves or Clicks - that’s just how things are. What you really want to be looking at is the ratio of Impressions to Clicks. If one pin is an obvious outlier (either higher or lower than average), you’ll want to take a closer look to figure out exactly why.
The most common question I get when it comes to analytics is, “What’s a good number of impressions/saves/clicks?”. Unfortunately, there’s no easy answer to this question. Because analytics are so subjective, instead of shooting for a specific number of impressions or clicks, we look at trends and compare numbers between your own pins.
For example, let’s say you have two pins. Pin #1 has 2000 impressions and 75 clicks, and Pin #2 has 2000 impressions and 3 clicks.
First – obviously both pins are showing up in search (as seen by the impressions number). But one of those pins isn’t converting to clicks – but why is that? It could be that your keywords aren’t targeting the correct audience (the people who are seeing your pin aren’t looking for that exact content) or that your image isn’t attracting people to click. You can test this out by doing what’s called “a/b split testing.” My favorite way to do this is to create a second pin with the same description/keywords but a different image. Save it the same way you usually do, and wait 30 days. If the new image does better, you know you need to tweak your Pin Image style a bit. If that doesn’t help, you can adjust your description/keywords as mentioned earlier, and upload a new pin.
Now let’s add Pin #3 to the mix. Pin #3 has 300 impressions, and no clicks. If we remember that impressions = people are seeing your pin, we know that this means that people are not seeing this particular pin. This is almost always a keyword-related issue, and can be fixed by doing some keyword research, and writing an updated description.
If you happen to find a pin that has low impressions but a high number of clicks, take note of what you did with the pin - graphics, description, and where it was pinned. High clicks with low impressions mean that of the people who are seeing it, most are clicking through - which is excellent!
I’ve mentioned it in the past, but I’ll repeat it - Pinterest is a SLOW-MOVING platform. If you’re not seeing the results you want in a month, relax. It often takes Pinterest at least 3 months to “catch up” to any changes you’re making. Keep checking your numbers, evaluating your strategies, and trying new things.
This is where the info from PEOPLE YOU REACH moved! You’ll find a breakdown of who your audience is, how they’re pinning, and what they’re pinning. You can find the gender of your audience, where they’re located, and their age groups. Another area that can be helpful is where it tells you how your audience is viewing your pins - you can see whether your audience is viewing your pins on mobile (and it even breaks it down between iPhone and Android) or on a desktop. If you have a large percentage of mobile viewers, you know your website and content needs to be mobile-friendly.
You can also see a breakdown of the topics your audience is interested in - use this to help you plan your future content!
As I mentioned earlier, it’s always a good idea to use Google Analytics alongside Pinterest Analytics. Both platforms alone have their limitations, but together, they can give you a thorough view of how your Pinterest marketing strategy is working.
I’m definitely not an expert, but I’ve found that this fantastic GA Dashboard by Kristie Hill has helped me figure out exactly how to interpret GA information.
I check Analytics for myself and for my clients once a month. More frequently isn’t really that useful since 30 days is typically the shortest amount of time it takes for any real changes in the Pinterest world. If you’re noticing a downshift in your analytics, the first place to check is with other pinners. Ask around! Are other people noticing the same thing? Next, check your analytics from the same time last year. Even if your business isn’t strictly “seasonal”, there are still seasons of growth and seasons of rest in each business. If you still haven’t found a solution, head back to the things we discussed above. Try some new keywords, create a few new graphics, and re-evaluate in a month or so!