Understanding Pinterest Analytics : Why Impressions Aren't helping you
If you're like me you love watching your analytics. OK, maybe that's not the most exciting thing, BUT I really love watching those little lines climb on the graph because to me that means I am making progress. Progress = Awesomeness. Lately I have been watching my Pinterest analytics pretty closely. I have set a big goal around using Pinterest to grow my e-mail list so I've been keeping daily tabs on those graphs. But, what do all of those numbers mean?
I decided to dig deeper into the Pinterest Business analytics and I wanted to share with you what I learned! You may be asking, "wait, what analytics? Where do I find the analytics?". To be able to track your analytics you need to first have a business account set up. With Pinterest you can either have a personal profile or a business profile. Once that business profile is set up you'll be able to get your analytics.
If you click on the Analytics "Overview" link it will take you to a screen that looks like this:
Let's break down the different analytics - Let's start with your profile analytics.
Average Daily Impressions -The number of times a Pin showed up in the Home Feed, search results, and category feeds. This is the number of times your pins were put in front of a viewer on their profile. Keep in mind that an "impression" doesn't mean they actually saw or interacted with that pin.
Average Daily Viewers - How many people potentially saw your pins on their feed (daily average). Keep in mind that I saw potentially because they may have just scrolled through and didn't actually "see" your pin. Seeing is much different than engaging. This also includes not only YOUR pins you added with your own content but all of the pins you added to your profile.
In the screen shot below you can see my Average Daily Impressions and my Average Daily Viewers for the past 30 days. You can change the time frame to see custom results.
You can also see your average daily SAVES which means people who saved your pins to their boards and also average daily clicks - the daily clicks are a much better measure of engagement.
An even better measurement of engagement is how many click throughs your pins had - these are the amount of times that a user clicked through to your website, more click = more website traffic.
The next section is all about all about your audience - who you are reaching with your pins.
Average Monthly Viewers- How many people potentially saw your pins on their feed (monthly average). In the screen shot below you can see my Average Daily Impressions and my Average Daily Viewers for the past 30 days. You can change the time frame to see custom results.
Average Monthly Engaged- The average number of people who act on your Pins (either through Repinning or Clicking). This statistic is the one that is much more telling about how your pins are doing with your audience. Engagement is KEY.
In order to fully understand how your Pins are performing (and optimize your Pinterest account to be effective for your business goals), you need to understand your audience. The “People You Reach” tab of Pinterest Analytics helps you do just that.
Your Website Analytics
If you connect your website to your business profile (which I highly recommend) you can see how well your pins are driving traffic to your website. The above graph shows how many Impressions my pins that are attached to my blog are getting each day. Again, keep in mind that impressions mean that the pins just appeared in their feeds.
The Clicks or visits to your website from Pinterest is what you really are hoping to continue to grow. I just added my website in late April of 2018 so you can see my data points rapidly increased. What is good for me is that my average daily click is growing. At the time I write this I am getting about 35 click throughs everyday to my website.
One of the most helpful charts displays your most popular pins - these were my MOST CLICKED pins in the last 30 days. This is so helpful because you can see what type of information is trending and what your audience is interested in seeing. From the data below I can see that my pins about Instagram tips have been the most popular.
There are a few more graphs that are available but I've just addressed the ones that I use most often and that I think can be helpful to you as you start to use Pinterest to drive traffic to your website or blog. The most important point that I really want to drive home is that while Pinterest highlights your monthly reach on your business profile it's really not that telling about how your pins are performing and how much traffic is coming to your website. Focus on the analytics that highlight engagement or clicks.
Whew, that turned out to be a pretty epic post but I think it's super important to know how to use and understand all of this great data that Pinterest provides!
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