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Pinterest Analytics 101: Tips and Tools to Help You Track Your Success

Whether you’re starting from scratch or a Pinning pro, learn which Pinterest analytics to track to improve your strategy.

Claire Beveridge July 11, 2022
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Pinterest analytics tools let you pinpoint where your campaigns stick. When you know how to read your data to its full potential, those analytics keep your Pinterest business strategy sharp.

Whether you’re a Pinterest beginner or a Pinning pro, our Pinterest analytics guide can help you make sense of the data. Read on to learn how to read Pinterest analytics, including which analytics to track, what they mean, and which tools can help.

Bonus: Download your free pack of 5 customizable Pinterest templates now. Save time and easily promote your brand with professional designs.

How to check your Pinterest analytics

(First, make sure you’ve got a business Pinterest account. Not sure how? Follow these simple steps, then return here.)

There are two ways to check Pinterest analytics: Desktop and mobile.

How to access Pinterest analytics on desktop

1. Log in to your Pinterest business account

2. Click Analytics in the top left corner to show the drop-down menu

analytics ad performance grow audience showcase brand

3. Select Overview to track the performance of your Pins and boards

analytics overview including overall performance Pinterest activity and performance over time

4. To navigate to the other analytics from the drop-down menu, simply click on Analytics and select:

    1. Audience Insights for follower analytics
    2. Conversion Insights to track paid campaigns
    3. Trends to see what’s popular on Pinterest

How to access Pinterest analytics on mobile

1. Open the Pinterest app

2. Tap your profile photo in the bottom right

3. Scroll down to the Your analytics section and tap See more

4. From your profile, you can also tap Business Hub to see how your content is performing

Note: The data Pinterest provides in analytics is an estimate. Some charts need a minimum amount of information to display.

16 metrics to track with Pinterest Analytics (and how to read them)

Sure, numbers are fun, but social media networks provide you with analytics for a reason. You won’t understand the value of the platform without a way to track how well your campaigns perform. In other words, Pinterest supplies analytics to help you and them.

Let’s dive into the top 16 Pinterest business analytics you should track.

General Pinterest analytics

1. Impressions

What it measures: Impressions measure the number of times your Pins were shown on a user’s screen. Your Pins can appear on the homepage, on another user’s board, or on Pinterest search results. Keep in mind that the same user can log multiple impressions.

Why it matters: Impressions tell you how often people see your Pins on the platform (a bit like views!). A high Pin impression rate is a good thing. It says that your content is on-trend or worked well with the Pinterest algorithm. Reviewing impressions on your top content can help you improve future Pins.

2. Total audience

What it measures: Total audience measures the number of unique users who saw your Pin in a given period. You can also view the total monthly audience for a 30-day view of this metric.

Why it matters: Unlike impressions, the total audience metric tells you how many individuals saw your Pin.

If your impressions are higher than your total audience, it means some people saw your Pin many times. For example, this can happen if a popular Pin is saved to many boards on the platform.

3. Saves

What it measures: Saves (formerly known as Repins) are pretty self-explanatory. They tell you how many times someone saved your Pin to one of their boards.

Why it matters: Saves are kind of a big deal. This metric shows how well your Pins and content resonate with your audience. 

Think of it this way — if they’re saving your Pins, they care about your content. Plus, saved pins net you extra brand exposure since saves also show up on follower feeds. Double win!

4. Engagements

What it measures: Engagement measures the total number of times someone clicked or saved your Pin.

Why it matters: Engagement is everything on social media, so this is an important metric to keep an eye on.

Your engagement numbers tell you if your audience has connected with your content. Use this metric with the total audience number to calculate your engagement rate.

5. Engaged audience

What it measures: Engaged audience measures the number of people who interacted with your Pins during a specific period.

Why it matters: There are several Pinterest engagement metrics because there are so many ways to engage with a Pin. This metric tells you how many people saved, reacted to, commented, or clicked on your Pin. You can use this information to find your top-performing content types.

6. Pin clicks

What it measures: Pin clicks (formerly closeups) measure the total number of clicks on your Pin. This number includes clicks that lead to content on and off of Pinterest.

Why it matters: Pin clicks are evidence that something in your Pin caught someone’s eye.

7. Pin click rate

What it measures: Pin click rate is a percentage. It measures the total number of clicks from your Pin to content on or off Pinterest, divided by the number of times your Pin was seen on screen.

Why it matters: A high pin click rate means your audience tends to engage with your content when they see it. It’s a useful measure of how relevant your audience finds your Pins.

8. Outbound clicks

What it measures: Outbound clicks (formerly Link clicks) measure the total number of clicks to the destination URL in your Pin.

Why it matters: Clicks are one of the best ways to measure the effectiveness of your Pinterest strategy. Outbound clicks can tell you if the platform is providing a decent return on investment (ROI).

9. Outbound click rate

What it measures: Outbound click rate is a percentage. It measures the total number of clicks to a Pin’s destination URL, divided by the number of times your Pin was seen.

Why it matters: Measuring outbound click rate gives you a percentage figure to analyze how many of your Pins drive traffic to your website (your ultimate goal!). Outbound click rate will help you gauge the effectiveness of your Pinterest campaigns. A high click-through rate shows that your calls to action are working.

10. Video views

What it measures: Video views measure the number of video views that last longer than 2 seconds. 50% or more of the video must be in view.

Why it matters: This metric tells you how well your video content manages to hook your audience. Plus, video is one of the hottest social media trends. Incorporating video into your Pinterest strategy positions your brand as forward-thinking.

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Pinterest audience analytics

11. Demographics

What it measures: Pinterest Analytics audience insights cover basic demographics. These include language, gender, device stats, and information on categories and interests.

Why it matters: The better you understand your audience, the higher chance you have of creating content they will like. You can use demographic data to fine-tune your Pinterest strategy. These stats can help you share region-specific deals or even post in a different language.

12. Affinity

What it measures: Affinity tells you how much an audience cares about a specific topic. The higher this percentage, the more likely your audience will engage with this topic.

Why it matters: Knowing what your audience likes can be a great source of content inspiration. You can also target specific affinities with Pinterest ad campaigns.

13. Conversion insights

What it measures: Conversion insights measure the impact of organic and paid performance. Here, you’ll find information about return on ad spend (ROAS) and cost per action (CPA).

Why it matters: Your organic and paid marketing work together to support a holistic Pinterest strategy. This page helps you review both organic and paid in a single dashboard.

The conversion insights page is available to all advertisers with healthy Pinterest tags.

Note: Conversion insights is currently in open beta, so expect to see some minor adjustments soon.

14. Top converting Pins

What it measures: You can measure your top Pins based on different conversion goals. These goals include impressions, saves, Pin clicks, Page visits, Add to cart, and Checkout. You’ll find this in the Conversions section of Pinterest Analytics.

Why it matters: It’s worth checking how Pins stack up depending on your goals. See if some Pins are better at driving specific actions—if that wasn’t by design, analyze why that may be. If some Pins outperform in every category, you may have stumbled upon a formula for success.

15. Page visits

What it measures: The number of times people visited your website from Pinterest. To track website conversions from Pinterest, you need to claim your site.

Why it matters: Keep an eye on this metric if website conversions are one of your objectives. Measure it against Add to cart and Checkout metrics to see if your website is performing.

16. Add to cart and checkouts

What it measures: These two metrics track activity after a Pinterest referral. One measures the number of times people have added items to their cart. The other measures successful purchases.

Why it matters: These metrics should be viewed in tandem with page visits. If page visits are high, but cart and checkout metrics are low, look for ways to optimize website pages. If add to cart numbers are high and checkouts are low, you may need to troubleshoot. Make sure your checkout is working or follow up with customers who abandon their carts.

3 Pinterest analytics tools to help you track your success

Pinterest’s built-in analytics offer a general overview of your performance.

But adding these tools will help you understand your Pinterest performance even better. More data can help you drive more engagement, clicks, and conversions.

1. Hootsuite Advanced Analytics

Hootsuite helps you compose, assign, publish, and schedule Pins from one central dashboard. You can post Pins all at once, schedule Pins across many boards, or schedule them for later.

With Hootsuite Advanced Analytics, you can identify campaigns by performance. This helps you pinpoint what may need a paid boost or optimize for better performance. You can also track website visits and ecommerce revenue generated by your Pins. Advanced Analytics helps you understand your Pinterest ROI and plan better campaigns.

3 views from the Hootsuite Advanced Analytics dashboard

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Hootsuite’s a real time-saver if you’re marketing across multiple social media platforms. You can compare your Pinterest performance alongside other social networks.

2. Google Analytics

Google Analytics is essential to understand how Pinterest performs against other traffic sources.

First, log in to Google Analytics. Then, click on Acquisition, then Social. This will show you how much website traffic comes from each social network.

Google Analytics can also tell you which website pages are the most popular. Use this info to create related Pinterest content.

If you don’t know how to set up your social media dashboards in Google Analytics, check out our 4-step guide. (And be ready: GA4 is coming!)

3. Mentionlytics

Social analytics is often limited to tracking and measuring your performance. But you also need to keep tabs on how other people create and share content about your brand.

Mentionlytics scans Pinterest for mentions of your brand and displays them in the Hootsuite dashboard. Track sentiment, see what content is taking off, and join the conversation.

Save time on Pinterest with Hootsuite. Schedule and publish Pins, create new boards, Pin to multiple boards at once, and run all your other social media profiles — all from one simple dashboard.

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By Claire Beveridge

Claire Beveridge is a freelance writer, strategist, and editor. Over the past decade, Claire has leaned on her experience in content marketing and social media to help scale B2B and B2C businesses across North America and Europe — including work with Crunch, Lumen5, Method + Metric SEO Agency, and Quietly.

Currently, Claire runs a small marketing studio on the west coast of Canada whose clients include Hootsuite, ConvertKit, Superpath, and Graphite. She specializes in creating editorial assets that educate, entertain, and convert customers.

Claire spends her free time cooking, watching soccer, and spending time with her family.

Read more by Claire Beveridge

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