Using the New Pinterest Analytics for Smarter Marketing6 min read


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Which of my Pins bring in the most Pinterest traffic?

Which Pins are most engaging?

Do people engage more with my Pins from mobile or desktop?

Up until now, the only way to tell was to dive deep into Google Analytics and create custom dashboards and spreadsheets, then filter, sort and click through to view individual Pins.

Not everyone’s idea of fun.

But those days are over! Pinterest has unveiled a remarkable update to our analytics. What can we learn from them and how will they inform our Pinterest strategy?

Let’s have a look, shall we?

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The New Pinterest Analytics: What You Need to Know

The first thing you’ll notice is the design – clean and simple. It’s a huge improvement over the old dashboard.

By default you’ll see Impressions from all content types during the last 30 days:

  • Pins you saved from your site (“From you” – this includes repins on that Pin)
  • Pins other people saved from your site (“Not from you” – this includes repins on that Pin)
  • Paid and organic
  • Activity from all devices and from all your claimed accounts PLUS activity on Pins you saved which go to other people’s sites.

Whew!

a screenshot of the new Pinterest analytics overview
Pinterest Analytics Overview Gets a Gorgeous and Meaningful Makeover!

Now comes the fun part – filtering the data! You can change your date range to show up to 90 days of information.

The first drop-down menu allows you a quick look at trends in:

  • Impressions
  • Engagements
  • Closeups
  • Link Clicks
  • Saves
  • Engagement Rate
  • Closeup Rate
  • Link Click Rate
  • Save Rate

Customize your chart view by using “Split by” to visualize trends broken out by:

  • Content type (Organic or Paid and earned – earned being downstream activity resulting from ads)
  • Claimed accounts (your website, Instagram, other people’s sites, etc.)
  • Device
  • Source (From you or Not from You)

Here are some of the important marketing questions you can answer with the new Pinterest analytics.

1. Which of My Pins Generate the Most Pinterest Traffic?

We’ll hop down to “Top Pins” below the graph at the top and change the drop-down menu to “Link clicks.”

Then, set your filters to:

  • “Content Type – Organic” (so your ad data doesn’t skew the results)
  • Claimed Accounts – Your URL

Voila! You’ll see the Pins which are sending the most traffic to your site. Are they mostly Pins you saved or are they “Not from you” (change the “Split by” dropdown to filter)?

Why does this matter? Understanding what types of content, which image styles, and what subject matter sends the most traffic to your site is crucial in planning your content strategy and informing the design of your Pins.

2. Which of My Pins Are the Most Engaging?

Just switch the Top Pins drop down to “engagements.” You can change the filters on the left to limit results to your own URL and to Pins you saved (“From you”) as well.

Why does this matter? When Pinterest shows your content to your followers first, they’re looking for a reaction. More engagement from your followers = more distribution for your Pin!

Taking a look at what Pinners find engaging can help you determine which topics and even which Pin designs/text on Pin work best for your audience.

Looking at engagement for Pins NOT from your website gives you a look at what is working for your competitors, which might work for you, too! To view those Pins, just change your “Claimed sites” option to “Other Pins.”

3. How Much Impact Is My Strategy Having on My Pinterest Traffic?

If you’ve ever tried a new Pinning strategy and wondered – “How much is this really working?” now you can know for sure!

Set your date range for just before you started making the changes (note: it can take a while to see an impact, give it at least a couple weeks before you check) and then set your filters like this:

Because you want to see all the impact on your traffic you’re looking at Pins you saved (“From you”) and Pins from others (“Not from you”) you’ve selected Source “All,” but because it’s helpful to see just how much impact your activity has as opposed to that of others, set you “Split by” to “Source.”

Why does this matter? Any strategy you implement is worth measuring! Do recall though, that Pinterest activity is very seasonal, so compare your overall traffic this period with that last year as opposed to traffic last month or a few months ago.

You’ll need to do that year-over-year traffic comparison in Google analytics for now – the more granular analytics are only available for the past 90 days at this time. Just go to Acquisition > Social > Network Referrals > Traffic.

4. On Which Devices are People Most Engaged with MY Content?

Change the drop-down menu to “Engagement Rate” or “Link Click Rate” (depending on what you want to track) and Split by “Device”. Set the filter for Claimed accounts and select your website URL.

Why does this matter? Knowing where your traffic comes from can help you design creative that converts even better.

If most of your engagement is from mobile (as will likely be the case), you know you need to prioritize legibility of the text on your image and make sure that your landing pages are optimized for mobile viewers.

5. Is My Instagram (or YouTube or Etsy) Content Performing on Pinterest?

Have you claimed your accounts in your profile? When you do, Pinterest learns that you are the creator for the content on those sites, and includes stats on Pins from all those platforms in your analytics.

It can also help you get more followers on Pinterest and those claimed accounts. But, is anyone really seeing that content? Does it make sense to cross post from Instagram to Pinterest?

Now you can easily find out!

Just change your “Claimed accounts” filter option to Instagram and your drop-down menu to whichever metric matters to you!

Why does this matter? Sharing new, fresh content to Pinterest is a great way to increase your exposure and for Pinterest to see you as an active creator.

But you don’t want to be Pinning content that isn’t engaging. Check to see if:

  • It’s worth your time
  • If your content from other accounts is engaging to your audience

Conclusion: Using the New Pinterest Analytics

The new Pinterest analytics are way more than a simple facelift. Now that we can split out activity from paid and organic, Pins we saved versus Pins others saved, and on and on, we can learn so much which will let us make our Pinterest strategies stronger and more effective over time.

Which burning Pinterest marketing questions will you answer with the new analytics?

Let us know if we missed yours!

Was this helpful to you? Please Pin it for later! πŸ“Œ

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20 thoughts on “Using the New Pinterest Analytics for Smarter Marketing6 min read

  1. Well done, Alisa! I’m wondering if there is any way to use the new Pinterest analytics to see how a board is performing? I love that feature on Tailwind and was surprised that it’s not part of the new Pinterest analytics. Or am I missing it?

    1. Thanks, Jenna. It’s not there! I’ve heard other people miss it as well. It’s still in Tailwind, though. πŸ™‚

      1. Glad to know I can still access it via Tailwind. That metric is really important for my pinning strategy and I was so disappointed to discover Pinterest removed it. Whether it matters or not, I let them know.

        Thanks for a great tutorial on the new design!

        1. Yes! I’m sure they will want to know that it is missed. You’re very welcome and thanks for taking the time to leave a note. πŸ™‚

  2. Do we know whether the analytic results are accurate? The information in the old analytics was very inconsistent.

    1. The best way to tell would be to compare what you’re seeing in Pinterest’s new analytics to what you see in Google analytics. They’ll never match up entirely, but I’m inclined to believe Pinterest’s numbers are more than good enough to help adjust strategy.

    1. Hi Camilla. Usually there is a bar at the top of the page. If you don’t see it, you might log out and back in. Hopefully you’ll see it.

  3. I accidentally switched back to the old analytics display. Is there a way to undo this?

    1. Usually you’ll get a bar at the top of the page with an option to switch back. If you don’t see it, you might want to log out and back in. Hopefully it will appear.

    2. I accidentally did the same. I tried to log out of my Pinterest account, clear the browser cache and close the browser. After I logged back in my Pinterest account, the new analytics were there. πŸ™‚

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