Are you using Pinterest as part of your content marketing strategy? Have you found an effective way to measure your marketing performance on Pinterest? In the past, online marketing experts have considered Pinterest weak when it comes to providing insights as regards the most popular pieces of content on company pages. This time, however, Pinterest proves itself equally valuable for content marketing with the launch of Pinterest Analytics.
Why Use Pinterest Analytics?
You should know by now how important it is for you to gain an understanding of the results your efforts at content marketing are generating. More importantly, you need to find out if your efforts are generating any results at all. Bear in mind that you’re facing stiff competition in content marketing. After all, every single business doing online marketing is trying to attract an audience whose attention span is continually decreasing. Although you may already be ensuring that every piece of content you publish is of excellent quality, what you do after publication is just as important as the content creation process.
Effectively promoting your content and then regularly monitoring and measuring its performance will help you ensure that your target audience finds it relevant and interesting. Remember that Pinterest is based mainly on bookmarking and sharing content, which means that it brings people of the same or similar interests together. This makes it easier for you to target your content to niche audiences. Using Pinterest Analytics throughout the content creation and publication process helps you create an effective strategy for maximizing the reach of your content.
Pinterest is based mainly on bookmarking and sharing content, thus making it easier for you to target niche audiences. Flickr.com photo by Derbeth
Setting up Pinterest Analytics
The first step in taking advantage of Pinterest Analytics is to set up a business account on Pinterest and then verify it. Once your account is verified, click the drop-down menu at the upper right corner of your page and then click on Analytics. You may then start checking your analytics. It’s that simple! On the top left corner, you will see a calendar that allows you to sort through activities or check data from any date or time interval that you want. There is also a “Quick Select” option that lets you view data on activities from yesterday, the past 7 days, or the past 14 days.
Of the four main tabs on the Pinterest Analytics dashboard, Site Metrics is perhaps the most useful for purposes of quick review and reporting. The figures shown on this tab refer to daily averages, so if you want to see what your monthly averages are, you’ll have to manually compute for them or use another analytics tool. It would have been a lot better if there were aggregate monthly figures, of course. The three other tabs—Most Clicked, Most Recent, and Most Repinned—don’t have as much value for reporting, as they’re mainly visual representations. You can, however, export the data into an Excel spreadsheet if you want to view it as a report.
Site Metrics is perhaps the most useful tab on the Pinterest Analytics dashboard, as it shows reports on your site’s daily averages. Flickr.com photo by Joe Lanman
Important Metrics to Measure
There are a number of metrics you can measure using Pinterest Analytics, but these are perhaps the most important:
1. Pins and Repins from Your Company Website
At the top of your Site Metrics page, you will see data regarding the pins created from content published on your company website. This lets you know whether your web visitors consider your visual content relevant or interesting enough to pin. Right below this metric, you will see data regarding the number of repins generated by the pinned data from your company website. This lets you know if your content resonates with your audience enough for them to share it with others.
2. Your Reach
Below the pins and repins metrics, you will see an “Impressions and Reach” section. This section shows you the daily average number of visitors who see your Pinterest pins. This gives you a better understanding of just how effective your content is in getting the kind of exposure you want. It also gives you an idea as to how much traffic your content successfully drove to your company website.
3. Visitors and Visits to Your Company Website
At the bottom of the Site Metrics page, you will see a graph reflecting clicks and visitors. This graph shows you the number of visits and visitors to your company website from Pinterest. It therefore tells you just how much traffic your presence and activity on Pinterest has successfully driven to your website. Ideally, of course, you should get a healthy amount of both visits and visitors.
A graph at the bottom of the Site Metrics page shows you how much traffic your Pinterest activity has driven to your website. Flickr.com photo by epSos.de
4. Most Repinned Content
As mentioned earlier, the Most Repinned is one of the main tabs on the Pinterest Analytics dashboard. Here you will see the actual pins that got repinned the most number of times during your specified date range. This tab thereby shows you which particular pieces of content on your website resonates the most with your audience. Try to observe patterns that will help you determine which types of content you should publish more of.
5. Most Clicked Content
Also one of the main tabs on the Pinterest Analytics dashboard, the Most Clicked report shows you which of the content pinned from your website are getting clicked the most number of times. This shows you which types of content drive the most traffic to your company website. You will realize the importance of this particular metric when you consider the fact that Pinterest is responsible for about 17% of all social media revenue, which is more than you can say for both Facebook and Twitter.
When you take advantage of Pinterest Analytics in the manner advised herein, you should be able to bring your content marketing strategy to an entirely new level. Not only will you be able to continue providing your audience with relevant and interesting content, but you will also be able to generate more revenue with your content.