Pinterest has just reconfirmed their commitment to business users by launching Pinterest Analytics. Now – I know that analytical tools are everyone's least favorite part of online marketing, but this is something you really want to get excited about, believe me! <grin!>
Seriously, I can't wait to get into this, and I wanted to be one of the first to help you understand what Pinterest Analytics measures, why you should be using analytics to measure the effectiveness of your marketing campaigns, and most importantly, how you can use this information to boost your ability to profit from the platform called Pinterest!
What Does Pinterest Analytics Measure?
The new Pinterest analytics will give you a quick way to see which pins are your most repinned and commented upon pins at a glance. This means that you will know quickly and easily what your audience likes and what your audience engages with the most, both in terms of their own engagement and what they are more likely to share with others (these might or might not be the same; sometimes you can be surprised here).
If you've verified your website, you'll have an additional level of detail you can see about your audience's actions with respect to your pins. You can see how many people have pinned images from your sites, how many people have seen the pins from your sites, and what the click through rate is from Pinterest to their sites.
Again – when it comes to analytics, knowledge is power! This is amazing feedback that you can use to your advantage in your marketing activities – just saying!
Why Should You Use Pinterest Analytics?
Really – the answer to this is just like the answer to why you should analyze any available data from your online activity, no matter what platform we're talking about. Knowing the behavior of your customers and prospects gives you tremendous power to fine tune your content. If certain kinds of content get no engagement on your Pinterest account or on your website – it might be worth changing your content. On the other hand, if other kinds of content raises your engagement numbers significantly, that tells you that those kinds of content should be repeated and expanded upon.
How to Use Pinterest Analytics to Supercharge Your Marketing
The first thing you want to do is make sure you've already added and confirmed your business website within your Pinterest account. If you haven't done this, you're missing out on a number of benefits – not just analytics, but also the trust factor with your customers.
Next, make sure you've changed to the “new look” of Pinterest (featuring larger pins). Pull down the menu next to your name and picture and at the bottom there is an option “Switch to New Look.”
Once you've done these things, you're ready to take your first look at Pinterest Analytics. Click on the menu with your name and scroll down to the Analytics section.
Let me know what you discover! What is your biggest surprise in your Pinterest Analytics? Leave a comment below!
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I was surprised at the very narrow niche of the pins that were both repinned, shared and viewed. Now that I know analytics are available I’ll be watching regularly to improve my reach and marketing efforts.
Great article, thanks for all of the great info. One thing I would point out to others would be that the analytics are not available immediately after verifying your website and switching to the new look. It will take a few days for them to show up according to Pinterest.
Thanks again!
Thanks for this clarification.