Are you measuring your Pinterest marketing initiatives?
Pinterest has established itself as the dominant online source of visual inspiration. The social bookmarking site enables users collect and share photos of their favorite events, interests, and hobbies. Pinterest users spend more money, shop more frequently, and purchase items more often and in larger quantities than users on any other social network. It has become a huge traffic referral for businesses, but marketers often struggle with Pinterest content strategies. Enter Pinterest metrics.
Why use Pinterest analytics?
It’s crucial for brands to understand whether their time spent on any social network is generating results. The number of followers you have is important, but it shouldn’t be the final arbiter of your Pinterest content strategy. Consistently measuring your activity on the platform will help you identify the types of content that resonate the most with your target audience. It will also help you increase visits to your website, and generate leads and sales.
How to gain access to your Pinterest account’s analytics
Complete instructions — including a video walk-through — for setting up Pinterest for Business and tapping your analytics can be found in my post, Use Pinterest Web Analytics to Jumpstart Your Social Media Marketing.
Pinterest metrics that brand marketers should monitor
You need to determine which of the Pinterest metrics below are most important to you given your marketing objectives. There are many tools available that enable you to track some or all of these metrics, including Google Analytics, Pinalytics, Cyfe, ShareRoot, Curalate, PinReach, and WordPress app WP Pinner. Keep the infographic below on hand to help you get going.
1. Average Repins per Pin
Based on your brand’s previous engagement history, average repins per pin defines the average repins your brand has received each time it has made a pin or a repin.
2. Average Likes per Pin
Based on your brand’s previous engagement history, average likes per pin defines the average likes your brand has received each time it has made a pin or a repin.
3. Average Comments per Pin
Based on your brand’s previous engagement history, average comments per pin defines the average comments your brand has received each time it has made a pin or a repin.
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4. Average 2nd Degree Followers
Average 2nd degree followers shows your brand how connected your follower base is. Specifically the average number of followers each of your brand’s followers has.
5. Follower Engagement
Follower engagement percentage shows your brand what percentage of your follower base you can expect to engage with each of your pins/repins.
6. Short-Term Follower Engagement
A current/recent snaphshot of follower engagement. Your short-term follower engagement will fluctuate rapidly in comparison to follower engagement, and is best used to measure the effectiveness of a recent modification to your brand’s Pinterest strategy.
Reach shows your brand the number of unique newsfeed impressions you can expect each time you make a pin or repin.
Current average number of pins/repins your brand makes per week. This metric is a great tool for testing out the ideal amount of pins/repins your brand should be pinning per week. If you modify the velocity and keep it steady at a modified rate, you can use the “short-term follower engagement” metric to determine whether the change in velocity produced better engagement results for your brand.
The number of times pins from your brand’s website were seen each day on Pinterest.
(Pinterest’s metric–specific to the relationship between your website and Pinterest): The number of people on Pinterest who saw a pin from your brand’s website each day on Pinterest.
The number of clicks pins from your brand’s website received each day.
12. Most Recent
This pin feed shows you the most recent pins that originated from your brand’s website.
13. Most Repinned
This pin feed shows you the most repinned pins that originated from your brand’s website.
14. Most Clicked
This pin feed shows you the most clicked on pins that originated from your brand’s website.
15. Top Fans and Influencers
A list of the most influential and most connected Pinterest users following your brand.
16. Top Pins
Pins originating from your brand’s website with the most engagement.
17. Top Interactions
Total Pinterest interactions with all of the pins originating from content on your brand’s website.