Pinterest recently launched their analytics product, an eagerly anticipated feature allowing personal and business accounts to track and measure the actions of their customers. While Pinterest has exploded with over 10 million U.S. monthly unique visitors, without accurate analytic intelligence, many marketers have been slow to embrace it as a viable component to their digital strategy.
What Pinterest Analytics Is
Those eager to get their hands on Pinterest data and gain insight into their top pins and re-pins will appreciate the convenient integration.
Anyone with a verified Pinterest account, be it a personal or business account will be able to view who is repinning content, how often content is shared and which pins are receiving the most traffic.
What Pinterest Analytics Is Not
If you are looking for data similar to Facebook insights you will be severely disappointed. Pinterest analytics is a free feature, thus leaving the scope and depth of the data very limited in my opinion. Details such as demographics, age, gender, country or city are not available.
Pinterest analytics are only tied to content shared from your verified website. This means that pins from any other source will not be tracked and included in your stats. This is an unfortunate loss of data for any business sharing unique content as well as curating content.
Getting Started with Pinterest Analytics
Step 1: Get the New Look
In order to view Pinterest analytics you will need to transition your account to the “new look” or new layout. To do this, click on the dropdown menu in the right hand corner and choose “switch to new look.”
Step 2: Verify Your Website
As mentioned above, only accounts with a verified website are able to access this free tool. Follow the steps below to confirm ownership of your website:
- Click on “settings” and then “verify website”
- Scroll down to your website url and click on the “verify” button to the right
- A pop-up will open with verification instructions. Once this opens, select the “download the html verification file.” (Make sure you save the file is in an easy to retrieve location and do not close out of the verification page)
- Upload the file into the root directory of your website via FTP or CPanel Return to the verification page within Pinterest and click on the “click here to complete the process.” You should now receive a message below stating that Pinterest successfully verified your website. You can now close out and return to your profile for more happy pinning!
Step 3: Access Pinterest Analytics
Navigate to the dropdown menu in the right hand corner and choose “analytics.”
You will now see a page including tabs labeled:
• Site Metrics
• Most Pinned
• Most Recent
• Most Clicked
Data displayed within your site metrics:
- Pins / Pinners - the daily average number of pins and number of people who pinned from your website
- Repins – the daily average number of times pins from your website were repinned on Pinterest
- Repinners – the daily average number of people who repinned your pins
- Impressions – the daily average number of times your pins appeared on Pinterest in the main feed, in search results, or on boards
- Reach – the daily average number of people who saw your pins on Pinterest
- Clicks – the daily average number of clicks to your website that came from Pinterest
- Visitors – the daily average number of people who visited your website from Pinterest
From here you are able to export your statistics and analyze to determine whether your efforts are meeting your business objectives. With this information, you can better understand the behavior of your target market pinning habits. Successfully harnessing this data should allow you to strategize and coordinate your overall marketing efforts.
Have you spent any time reviewing your Pinterest analytics? I’d love to hear in the comments below if you feel this is a valuable tool that will improve your online marketing campaigns.