How to Make Better Use of Pinterest Analytics

KPIs are the lifelines of social media analytics. The competitive analysis of those KPIs is also of prime importance to social media marketers. The fact is that most of the companies spend a lot of time and resources in identifying and analyzing the right KPIs from social media tools like FB, Twitter, YouTube, Pinterest, and Google+.Pinterest, and Google+.

But, how intelligent, sufficient or intuitive are the built-in analytics sections of these popular social media platforms? How good are they in summarizing and presenting crucial data in the most actionable format? Is there a way to benchmark your analytics data against industry standards or competitors’ performance? Are the actionable metrics in ready-to-use format for in-depth analysis?

A lot to consider here… You are supposed to invest more time in creating and conceptualizing attractive visuals than struggling with data.

Optimizing time, effort, cost, and actionable points are the pre-requisites of any successful social campaign.

Of course, we are not questioning the core competencies of these social media tools. They are constantly improving and expanding analytical components in order to help users with refined and measurable metrics. Moreover, free access to Analytical data is anytime an added benefit… a favor too.

Nevertheless, that does not stop marketers to extract more from these social avenues. The emergence of social media automation and analytical tools can still optimize the overall social media effort and their usage pattern for maximum output. Especially, when it comes to data arrangement, data representation and consolidated reporting based on industry demand and actionable strategies, built-in system generated standard analytical data are not enough. You need extra help.  

Given a choice, every marketer would happily agree to subscribe for deeper and actionable social insights?

In talking about Pinterest Analytics here, we will analyze and understand all these viewpoints. We will also see ‘What New and What Better’ you can do with Pinterest analytics using a wide variety of Pinterest analytics tools. Not to forget that Pinterest is now a rising star when compared to Facebook, Twitter or Instagram. A number of brands have already dived into it. Here are some interesting statistics about Pinterest usage by brands . Courtesy: An analytical study by quintly.

Before we proceed, let us list out the default metrics that Pinterest’s built-in analytics would give you. Then we will check the additional reporting options and analytical metrics that make Pinterest campaign management easier and effective.Pinterest campaign management easier and effective.

Built-in Analytics from Pinterest Pinterest

  • Average Daily Impressions
  • Average Daily Viewers
  • Audience location
  • Gender and Language of audience
  • Number of Repins
  • Number of Clicks
  • Number of Likes

What are New and Better with Other Pinterest Analytics ToolsPinterest Analytics Tools

With best-of-breed Pinterest analytics tools in the market, you can not only measure the regular Pinterest activities but also get valuable insights into the list of Followers, Boards, and Pins against time.  Measuring competitors’ Pinterest activities and performance is also an added benefit worth mentioning.Pinterest analytics tools in the market, you can not only measure the regular Pinterest activities but also get valuable insights into the list of Followers, Boards, and Pins against time.  Measuring competitors’ Pinterest activities and performance is also an added benefit worth mentioning.

  1. Know and use all the relevant key metrics

Knowing about the Pinterest Pinterest KPIs is the first step to improve them. Using social analytics tools can help you find all major Pinterest Pinterest KPIs that need close monitoring on a daily/weekly/monthly basis. These are as follows:

  • Total Followers
  • Followers Change and Followers Change Rate
  • Following Change and Following Change Rate
  • Boards Table
  • Boards Change
  • Pins Table
  • Pins Change
  • Virality Score
  • Engagement Score
  • Image analytics
  1. View consolidated statistics in a single dashboard

Having a centralized interface showing all essential metrics of Pinterest is always a boon for marketers running a multitude of campaigns. For example, Pinterest is always a boon for marketers running a multitude of campaigns. For example, quintly’s Pinterest Analytics dashboard gives 15 different metrics to analyze Pinterest activity on a Board and Pin level. An easy access to all these Pinterest activity on a Board and Pin level. An easy access to all these KPIs makes analysis smarter and reporting holistic.

Fig: Pinterest Analytics Dashboard View in quintly

  1. Generate Validity and Engagement Score

Validity Score and Engagement Score are two important metrics worth considering for any social marketer. Pinleague another popular Pinterest analytics suite helps users to monitor Board level performance via Virality score and Engagement score.Pinterest analytics suite helps users to monitor Board level performance via Virality score and Engagement score.

Virality Score: # of Repins/ # of Pins (Higher the score the better the virality of Pins and the overall pinning performance)

Engagement Score:  # of Repins/ # of Pins/ # of Followers (Higher the score, the more engaging the Pins are and the chance of pin to lead conversion)

The tool also extracts valuable data from Pinterest like Brand Mentions, Engagement, ROI and competitor tracking. Such derived metrics help you gauge your existing Pinterest activities, and understand what to improve and where to improve. Once you know how your Pinterest content moves through Pinterest-sphere you will be motivated to create better quality pins.Pinterest like Brand Mentions, Engagement, ROI and competitor tracking. Such derived metrics help you gauge your existing Pinterest activities, and understand what to improve and where to improve. Once you know how your Pinterest content moves through Pinterest-sphere you will be motivated to create better quality pins.
 

Fig: Pinterest Boards View in Pinleague 

  1. Analyze followers and their change at every level

Regular and real-time statistics about your Pinterest followers at a Board or Pin level are always helpful to marketers. The data keeps you aware of the growth or loss of followers with time and leaves you with the right questions – which Pinterest followers at a Board or Pin level are always helpful to marketers. The data keeps you aware of the growth or loss of followers with time and leaves you with the right questions – which KPIs need more attention, what led to the change in follower count, how to repeat the growth strategy or avoid the reasons for failure.

Fig: Pinterest Followers View in quintly

  1. Access Boards with their changing trend

Board specific analysis helps you measure the popularity and success metrics of your pins on a topic level. You can check which boards and their pins are more successful and why they are. Comparative analysis of the competitors’ Pinterest Boards is also possible with such tools. Such data tells you how many new Boards to be added in a week or month, how many pins each Board should have new on a weekly basis.  Pinterest Boards is also possible with such tools. Such data tells you how many new Boards to be added in a week or month, how many pins each Board should have new on a weekly basis.  

 

Fig: Pinterest Board View in quintly

  1. Analyze Pins with precision

Analyzing pin is the most crucial and difficult step to improving overall Pinterest performance. The tool derived data tells you how many Likes, Comments, and Repins each of your Pins earns for a certain period of time. The daily Pinning activity report includes the number of pins submitted in a day and the Pins’ descriptions. Such ready-to-use reports help you analyze your visual content at a micro level and measure audience interaction at Pin level. Pinterest performance. The tool derived data tells you how many Likes, Comments, and Repins each of your Pins earns for a certain period of time. The daily Pinning activity report includes the number of pins submitted in a day and the Pins’ descriptions. Such ready-to-use reports help you analyze your visual content at a micro level and measure audience interaction at Pin level.

Fig: Pinterest Pin View in quintly

  1. Gain competitors Pinterest data with comparative graphsPinterest data with comparative graphs

Popular tools like quintly, Pinleague not only allow you to manage your own Pinterest account, but also track competitors’ Pinterest activities. A graphical Trend Chart showing comparative figures of Boards, Pins, Followers for multiple accounts at a single place is quite useful for content strategists. Using quintly, marketers can also compare Pinterest activities with Instagram or other social networks and then define which network turns out to be the best.

  1. Analyze images for better social signaling

Tools like Curalate, mostly used by large businesses, goes one step ahead by unlocking the power of pictures getting shared through Pinterest. Their proprietary image-recognition algorithms identify images that are more desirable to your audience. This visual social media analytics tool scans through the imageries pixel by pixel and track ROI from product pictures. You can connect Curalate’s  visual analytics  with products’ referral revenue and thus measure ROI of your visuals getting shared through Pinterest and other image sharing websites. Pinterest. Their proprietary image-recognition algorithms identify images that are more desirable to your audience. This visual social media analytics tool scans through the imageries pixel by pixel and track ROI from product pictures. You can connect Curalate’s  visual analytics  with products’ referral revenue and thus measure ROI of your visuals getting shared through Pinterest and other image-sharing websites. 

Fig: Image Analytics in Curalate

Considering the above value propositions, you may want to test current audience engagement values for your Pinterest account. The best way to do this is to choose a couple of analytics tools and subscribe for the free trial for a limited period. Getting hands-on experience of the tool and its analytical components is necessary before you make your mind for a paid service.Pinterest account. The best way to do this is to choose a couple of analytics tools and subscribe for the free trial for a limited period. Getting hands-on experience of the tool and its analytical components is necessary before you make your mind for a paid service.

So, it is time to start digging Pinterest analytics. It is time to make the best use of your Pinterest analytics tool. Happy pinning!Pinterest analytics. It is time to make the best use of your Pinterest analytics tool. Happy pinning!

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