Understanding Pinterest® Analytics
Hello and welcome to pinterest marketing for makers and designers on creative live I'm meghan omine and in this bonus video I'm going to walk you through pinterest analytics I'm actually going to show you two different analytics platforms thie inhouse analytics for pinterest and analytics through a service called tailwind because they each show you something different I'm going to show you what the key points are and why you want to pay attention to them now both analytics platforms are free but in order to get interests analytics you want to do two things you want to make sure that you're signed up for a business account and you want to link your website linking your website is what gets you this activity from your domain and it's really important cause we want to be able to see that so when you log into pinterest analytics which you can access at analytic stop pinterest dot com you're going to see three tabs one is your pinterest profile one is your audience and then one is the activ...
ity from your website and it's going to give you a few stats on your pinter's profile it's going to show you average daily impressions on an average day daily viewers the amount of people who are seeing your pinterest profile then it's going to show you the audience how many people are seeing everything and the monthly engagement so having people are engaging with your brand and then on activity it's going to show you daily impressions how many views pins from your website or getting and how many people are viewing pins from your website and then if you scroll down the stat that they give you here is the top pin impressions so the pins that have gotten the most views in the last thirty days I'm gonna walk you through each of these three areas and just kind of show you what's in here and what's important so first we're gonna start with your pinterest profile and the reason this matters is because it tells us you know of all of the content that were pinning both are content and the content that you're repainting from within pinterest it shows you what's popular so you can see what your audience is responding to and what's getting a lot of traction now one thing to keep in mind when you're looking at my stats is that I'm using pinterest promoted pin service so some of my impressions are we'll call it artificially high because I'm using the paid service and you can see that here in pin type so p is promoted pin on dh that means that I've paid to have it show up in search results and then are just stands for rich pin so anything that I've got enabled is a rich pin is going to come up here but then you can see other pins that are mixed in as well so you can also change the date range, so in terms of things like impressions, it's going to default to a fourteen day range, but you could say I'd like to see it over thirty days or maybe you want to see even a longer trend so you can select dates and actually go in and see a few months, I think it's a really great idea to kind of play with the date parameters because you can start to see larger trends and see if things or growing or coming down you can see here I had a huge spike on august first, I don't remember what that was for off the top of my head, but you can kind of see when things are happening. I believe usually for me, one of these big spikes means that a power pinner who follows me repent something and it got a lot of impressions, but it may also something that tract will and search results there's a lot of reasons for that, you know, for me, impressions are good because it means that things are showing up in search and getting shown us related pins, but I'm also more interested in the categories of re pens, seeing what's getting the most repentance and then what's getting the most clicks so the clicks are a little bit less important. In terms of your overall pinterest profile, they get really important what we're looking at the activity from our site, so the stat that I really like best here is the re pens because I want to see what content I'm creating is getting the most free pens because to me that's content that my audience is really engaged with and I know, okay, how can I replicate that content and create something new? So you don't have to spend a ton of time getting bogged down, and this is just a nice thing to come in and check and see what people are engaging with. The next stop that we want to look at is audience. An audience tells us who is looking at our pinterest profile this one is really useful, but it's also important to take it with a grain of salt, this is something that I found that pinterest is still really tweaking, so you know some of the things you're going to see, especially when we get to this interest tab, may not be perfect, so again, take it with a grain of salt, but if you scroll down under demographics, you khun see what countries people are coming from, what metro areas, what gender and what language and and you can see not surprisingly, in the case of my audience, they're predominantly from the united states it's predominantly female as is most of pinterest on predominantly english speakers you can see a little bit of what you're getting on dh this is also interesting to see kind of what metro areas people are coming from so this starts to give you a little bit of an idea of where you're attracting an audience from the I think more interesting tab when you're looking at your audience our interests so what this does is it shows you what interests people who are following you our interests are following so one thing that I want to say about this is that you have to take these images with a grain of salt so when I look at thes I think okay, that does not match the aesthetic of my brand it all and that's probably true but in terms of the topics themselves that probably does I've got fashion casual outfits hairstyle, street style furniture so I know I'm hitting a little bit of kind of that interiors crowd that I'm also interested in so this to me says that I'm doing a pretty good job of attracting the audience that I want but again grain of salt here because it's not a perfect system you can also then see boards that have a lot of your pins so people that are pinning a lot of your content to their boards you can see those showing up here and then also the brands that your audience engages with you, khun see what other brands there following and that can be really instructive as well because they can help you find you content. It could just see sort of what the people are interested in who are following you, so that could be very helpful a cz well now the final piece in pinterest analytics and the one that for me is really the most important because I'm most interested in taking my audience from pinterest and getting them back to my own website. Is this activity from your domain? So this is the domain that you have linked teo your pinterest account so this is going to tell us what pins air coming from there what's getting repent, what's getting clicked, so if you scroll down again, it's going to give you top pin impressions on dh, you can see here again some of these air promoted pins, but some of these pins aren't some of them are pins that are actually generating a lot of interest on their own based on the kind of content that I've created, so I can see what you know what pens are getting the most impressions so what's getting viewed the most and then what pins are what boards have the most impressions, but then again the stats that I'm most interested in our south like re pens and cliques so I want to see you know am I getting good spikes and re pens you can see here on this particular day you know, I had a lot of spikes that probably was a piece of content that got shared so you can see what's really getting you know the most repent and what content is really working the hardest for you on dh then for me the south and I'm most interested in is click through I want to know how many people are clicking through from pinterest to my website and this is a case where I do like to go in and play with these dates and take a long view because when we look at a stat like this we can get really frustrated by how far drops and it was high and now it's low but what's good is to look for overall trends so I will kind of you know, peel these dates back to pull out and get a really broad view so for the year you can see I've really you know I had a pretty significant growth I can tell you in the last two months I haven't been doing us much content generation you can see it has impacted the amount of click throughs coming into my sight but this is a good way to see you know, overall trends when you start to get really frustrated by really specific day today really focus on these trends and see if you're getting kind of overall growth that you're going for then again you can see what are the most clicked pins from your site you know what's working what are people really clicking through so for me I know that a lot of my best click through posts are things that are these kind of compilation posts where they have to click through to seymour and that's really useful information for me because it tells me that you know what I should probably making more of these posts because they're getting the most click throughs and you can see you know of the most quick things the top five art promoted pins their content that's naturally getting shared and repent and click through and that's a really good sign because it means that my free pinterest marketing is doing its job then we could also click on this tab and see just how many pins are being generated from my website a given day I'm user pins that you're pinning user pins that other people are pinning from your sight to me this is a little bit less important because this number is probably always going to hover about the same it might grow a little bit might spike a few times here or there but again and that activity what I'm really interested in is the repentance and the click throughs how much traffic is coming over from my sight now we're going to flip over to tail winds, analytics and tail wind you can access that tailwind ap dot com and you could actually join for free and get a decent amount of analytics and so you can look at things for your domain. But what I want to look at here is a track your brand page because this gives us a few stats that actually pinterest analytics don't give us and some of these air really useful so one of those is right here you can see it's going to show us our followers so it's going to show us how many followers we have and how our followers are growing, so this is a really useful way to look back over time and say, ok, this is how much I'm growing and then it's actually going to tell you how much you're growing every week. So you know, this is how many followers I gained in the last week, so this is really useful in a sense staff that pinterest and alex don't give you but clearly really important, and they also gave you these scores that are your engagement, you know, in this case is really good, so ninety five percent of my pins have at least one repin that's really great? Then I got a vory vier ality score re pens versus the number of pins that I've put out there on dh, then also engagement so re pens perp in per follower. So this just again are things that you can kind of see our people engaging with your brand, the other really useful tool in tailwind. Are there board insights because you want to see which boards are the most popular, because this is going to let you really figure out which boards you should be focusing your strategy on. What I really like about using tailwind is that you can quickly see which boards have the most followers about having to be in pinterest and click on individual boards, and you can actually change how it ranks. So their default is to rank boards by engagement score the boards that have the highest engagement, the most amount of re pens perp in that kind of thing. But I like tio flip it so that I can see what boards have the most followers you can see. My street style board is the highest, followed by words to live by and art displayed, but then I can look at those most popular boards and figure out where the engagement is really high. So my words to live by board is the second most popular board, but it also has a lot of engagement, so if I were going to be smart I would create content specifically for this board because odds are pretty good that it's going to get re pinned a lot. This isn't to say that you should ignore those other boards, but it's helpful to know where kind of really put the focus on your content creation. S so you can use this to give you a lot of information and really see, you know which boards air growing the fastest, and you can also compare that to the number of pins that they've got, and then you can also use tailwind to look at a few things from your own site. Now again, some of this you can't access all the data if you're in the free plan, but you can again go in and see how many pins air coming from your site. You know what? The latest pins from your sight worse so who's pinning what? And this is nice because you could actually engage people. So here, you know pinterest will show you what the most recent pins are. But here in tailwind, it's telling me this pin someone pin for my sight, here's who pinned it here's, how many followers they have here's, how many pins they have, so if you want to go in and engage with the people who are pinning from your sight, that's really useful, and actually this is going to give me some key that's to those traffic spikes that I was looking at pictures analytics, too, because you can see this pin here coming from my sight. I was re pinned by hope look, which is, obviously, they've got a pretty decent chunk of followers. They're pretty well known brand, so they want to head it up in that. So that definitely accounts for some impression spikes that I was seeing in pinterest analytics, which is where kind of pairing the tail in analytics with pinterest analytics really helps you, because between these two tools even get a really good picture of what's going on with your pinterest marketing. And the most important thing with all of these analytics tools again is not to get bogged down in the day to day details. It's really easy to get worked up. Instead, what you're looking for are the big overall trends, so you can see what's working and then use that to create more content that helps amplify your marketing.