Pinterest Analytics in 2022: Track and Improve Your Pinterest Performance

So you want to track and improve your Pinterest performance, and you know that starts with Pinterest Analytics…

…but does diving into Pinterest Analytics sound a little overwhelming or time-consuming?

Maybe you finally started to figure things out, but then, the interface changed again.

Well don’t worry, because today we’re covering everything you need to know about Pinterest Analytics in 2022.

Well, Pinterest says it:

“Pinterest Analytics helps you understand your overall presence on Pinterest. It shows you what paid and organic published content, or Pins that you’ve published and Pins people have saved from your claimed domain, resonates most on Pinterest.”

So essentially, having access to your Pinterest Analytics should help you make informed decisions about your Pinterest marketing strategy.

And this is by showing you what people are responding to the best.

So we’re going to put up some gifs and walk you through Pinterest Analytics.

How To Access Pinterest Analytics

But first, in order to have access to Pinterest Analytics, you need to have a business account.

So if you need to do that first, be sure to go to this page from Pinterest’s support articles.

Follow the steps they provide on how to create a business account, or convert your existing Pinterest account into a business account.

Once you’ve got that squared away, you’ll need to log into your business account and go to your Business Hub.

From there, you can select the Analytics dropdown, and choose from Overview, Audience Insights, Conversion Insights, Video, and Trends.

By the way, if you want to learn more about using Pinterest for business, be sure to read this post next.

5 Important Sections To Check In Your Pinterest Analytics

1. Overview
2. Audience Insights
3. Conversion Insights
4. Video
5. Trends

1. Overview

The first thing we see is a notification for future changes that says: “In the coming weeks, you may see analytics on this page fluctuate.”

So that’s just something to keep in mind, from the time we’re writing this post to its release, that things may look a little different.

But, the overall functionality and purpose of Pinterest Analytics should remain the same.

Then underneath that notification, you’ll see the main social media KPIs for impressions, engagement, total audience, and engaged audience.

• Impressions

These are the number of times your Pin was on screen.

• Engagements

These are the total number of engagements on your Pin, including clicks and saves.

• Total audience

It is the total number of pinners who have seen or engaged with your Pins.

• Engaged audience

It is the number of pinners who have engaged with your Pins.

Now, before we go on, we want to point out that most of those numbers are showing as red and down for us.

We want to transparently address the fact that Pinterest is not our #1 marketing channel for us at LYFE.

Our target audience consists of small business owners of both men and women.

And, Pinterest users consist more predominantly of female consumers, so we just don’t invest as much time and effort into this channel.

Also, because it doesn’t make as much sense for us…

…when our target audience exists more abundantly and spends more time on other marketing channels like YouTube.

Now the demographics of Pinterest did shift over the course of 2020, with everybody being at home looking for maximum entertainment in their scrolling…

…so some of the later statistics about Pinterest demographics show more men using the platform than before.

But we’ll be interested to see if the numbers slowly shift back to the way they were over time.

And on top of that, we didn’t see much of a shift from B2C to B2B regardless.

Either way, we just wanted to address the fact that as we’re walking you through our Analytics account…

…for the sake of showing you the different features of Pinterest Analytics, you don’t need to pay attention to the numbers you’re seeing there.

And it’s because we’re not showing those numbers as the goal.

If you want to see ideal Pinterest strategies, we can write a separate post showing some of the strategies that have worked for our B2C clients.

So moving on, as we scroll down on the left-hand side, we can see different filters we can set for the page we’re looking at by:

• date range
• content type
• claimed account
• device
• source
• format
• data

So you can set those based on what data you want to review.

And if you own multiple Pinterest business accounts, you’ll want to make sure you’ve got it set to the right one.

2. Audience Insights

This tab will give you information about your audience, as well as Pinterest users in general.

One of the first things we see is the ability to toggle between our total audience and our engaged audience.

• Total audience

This includes all users who have seen or engaged with any of your Pins in the last 30 days.

• Engaged audience

This includes all users who have engaged with any of your Pins in the last 30 days.

3. Conversion Insights

As you can see, it has the sign Beta next to it, so there are some new features they’re testing out with this.

Now before we walk through this page, it’s important to note that you’ll need to get conversion tracking installed in order for this to be useful.

And by conversion tracking, we mean you’ll need to install a piece of code on your website.

If you’ve read our Facebook Pixel post, it’s a similar concept in that you have to install something from the social media platform onto your website.

This is so you can track activity and conversions from the social media platform.

Otherwise, how would Pinterest know if somebody bought something from your website or completed a contact form after clicking on one of your Pins?

So here’s how you can install it.

a. When you first log in and land on your Business Hub page, you may get a prompt like this one.

You can click on it to follow instructions on how to install your tag for your Pinterest Analytics.

b. If you don’t see that notification, just click the Ads dropdown and click Conversions.

You’ll then be brought to this screen under Tag manager.

This is where you can scroll down and choose 1 of 3 ways as to how you want to install your Pinterest tag.

4. Video

These are the metrics you will see when you go to the Video section of your Pinterest Analytics.

• Video views

It means any 2-second continuous playback of your video Pins, while 50% in view.

• Total play time (minutes)

It is the total play time for your video Pins in minutes.

• Outbound clicks

This is the total number of clicks to the destination URL associated with your Pin.

• Saves

The total number of times your Pins were saved.

When you scroll down, you will see your Top Pins, which you can filter by:

1. Impressions
2. Outbound clicks
3. Saves
4. Video views
5. Average play time
6. Total play time (minutes)
7. Played at 95%
8. 10-second plays

From here, you’ll also have the option to promote your Pins.

So, you can look at your videos to see which ones are performing the best, and put your advertising dollars into that one.

And then on the left side of the panel, you will see the same filters.

5. Trends

This is the last tool on the list, and it’s quite different from the previous ones we’ve discussed above.

When you go to this page, you will be able to filter the results by U.S., U.K., and Canada.

To find trending topics, you can either use the search bar to find specific topics, or you can scroll down to see the “This week’s top Pinterest trends” section.

Although some search terms may not be available for now, Pinterest is continually adding more.

Below that is where you can discover more trending ideas across the most popular categories on Pinterest.

You will also see a button that leads to Pinterest Predicts.

In here, you can find different sections that you can filter by audience or by category.

It will also give you some trending search terms.

Final Takeaways

So those are all of the different sections of the Pinterest Analytics account broken down. We have 3 quick takeaways for you:

1. If Pinterest is where a large percentage of your target audience spends their time…

…and you’re ready to really dig in and capitalize on your Pinterest marketing strategy…

…then Pinterest Analytics is your friend!

2. Pinterest Analytics will give you a lot of good information on the type of content that is resonating most with your audience.

It can be filtered in so many different ways depending on what you’re analyzing.

3. We would definitely set up conversion tracking to track how many leads or sales you’re getting from Pinterest.

But remember that it’s still in Beta mode, so you’ll need to keep a closer eye on it to ensure everything is tracking correctly and smoothly as time goes on.

And as we mentioned earlier, if you’re ready to take your Pinterest marketing to the next level, then consider hiring LYFE for our Pinterest management services.

Contact us today at 404-596-7925 to learn more about it.

The post Pinterest Analytics in 2022: Track and Improve Your Pinterest Performance appeared first on Digital Marketing Blog.