A woman in glasses is seen in profile from the waist up, sitting at a desk and looking at a large computer monitor that shows several charts under the label "Business Dashboard." The charts include a map, a few bar graphs, and a small pie chart, all in various shades of blue. The woman in glasses uses one hand to manipulate a corded computer mouse and the other hand to holds a pen to her mouth in thought.
Pinterest's analytics tool gives you multiple ways to measure how your audience interacts with your content on the image-pinning site. — Getty Images/NicoElNino

Pinterest can help businesses reach hundreds to thousands of potential customers through beautiful graphics and relatable, unique content.

As a business that uses Pinterest, it’s important to know where to find — and how to understand — your analytics data. Find out how Pinterest Analytics affects your business’s standing within Pinterest and how it can help accomplish your business goals.

Where to find Pinterest Analytics

Pinterest Analytics helps you gauge your audience’s interest in the pins you’re creating through your business account. As a note, these analytics are only available for Pinterest business accounts; personal accounts are unable to view their analytics. In Pinterest Analytics, you can see how your pins are doing in real time, which means some analytics are subject to change.

Pinterest Analytics provides an overview page showing your account’s overall performance, top boards, and top pins from the last 30 days. From there, you can choose a specific date range and filter your results by content type. On Pinterest’s website, you can export your data to track metrics over time.

To open Pinterest Analytics on a webpage:

  1. Log into your Pinterest business account.
  2. Choose “Analytics” at the top of the screen and click the “Overview” option.

To open Pinterest Analytics on iOS and Android devices:

  1. Log into your Pinterest business account on your Pinterest app.
  2. Tap your profile photo to go to your profile.
  3. Choose the three bars in the top left corner.
  4. Select the “Analytics” option.

[Read more: Pinterest Adds Tools to Help Small Businesses Get Discovered]

Metrics to track with Pinterest Analytics

Impressions

Impressions are the number of times your pins were shown on Pinterest’s app or website. This doesn’t mean that each person read or engaged with the pin; it only records how many times the pin graced users’ screens. The impressions metric is a good gauge of how your content is performing on Pinterest, including how the hashtags and keywords in your captions fared against Pinterest’s algorithm.

Saves

Saves go one step further than the impressions by displaying how many Pinterest users added your pin to their own Pinterest profile, also known as repinning. The more saves you have, the more value you’re providing your audience as they’re essentially saving your pins for later use.

Pinterest Analytics provides an overview page showing your account’s overall performance, top boards, and top pins from the last 30 days.

Engagements

Engagements are the total number of times Pinterest users clicked on or saved your pins. This metric is a great indicator of how well your pins are performing and your audience’s reception of each pin. Engagements can be utilized alongside the total audience metric to find the average rate users are engaging with your pins.

Total audience

This metric measures how many unique views your pins have. This differs from impressions, which may count the same user twice. If you find that your impressions metric is greater than the total audience metric, the pin may have been viewed many times by the same users, which can happen with popular pins.

Engaged audience

This metric tallies up the number of people who engage with your pins through clicking, saving, reacting, commenting, or sharing. If your engaged audience is higher than your total engagements, you may want to examine why more users aren’t actively saving your pins, which is a signifier of maximum engagement.

[Read more: Best Social Platforms for Driving Startup Sales]

Outbound clicks

Outbound clicks, formerly known as link clicks, are the number of times a Pinterest user has clicked on a hyperlink you’ve attached to your pin. This metric is a great way to gauge whether or not the calls to action in your pins are working.

Followers driven

Followers driven is the number of users who decided to follow your profile after viewing a certain pin. This metric helps you determine which type of content is popular on your page.

Audience analytics

While audience analytics is not a metric, it is a way to understand your audience’s demographics that can then inform your Pinterest strategy in terms of posting at a certain time of day or posting in another language. These demographics include audience members’ language, gender, and device statistics, as well as data on their preferred Pinterest categories.

With the insights you gain from these in-depth Pinterest analytics, you’ll be able to make better, more informed decisions about the kinds of content you pin and how you engage with your audience on the platform.

[Read more: 5 Small Businesses on the Online Marketing Tools They Rely On]

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Published June 07, 2022