E027 Using the New Pinterest Analytics Dashboard
On today’s episode, Annette dives into Pinterest Analytics with guest Marissa Wood of Blue Fairy Studios. We all know that analytics can get confusing (especially after an update!), but paying attention will give you solid reasons to create certain game plans for your clients. When the data support your actions, clients will be more comfortable with the results, even when they may not like the results.
And don’t miss our Peculiar Pin—Styled Stock Photos for your blog, website, or social media at the end of the post.
Why Do We Need Analytics?
Without analytics you’re flying blind. Analytics will tell you what’s happening with your account and where it’s going. After all, if you can’t measure it, you cannot determine if anything is happening!
Pinterest recently updated their analytics dashboard—which inevitably comes with challenges. The old system had some problems because not all the data would export correctly. The new system has some glitches, but hopefully Pinterest is aware and working on fixing them! Pinterest is notorious for glitches when launching something new, but it’s usually resolved quickly.
One disappointment is that we no longer get board information. It was valuable information even though it didn’t need to be utilized frequently.
What Can We Learn From Pinterest Analytics?
Trends: weekly, monthly, and quarterly trends can all be really valuable. Day-to-day trends can be interesting, but month-to-month trends are typically the most valuable.
Impressions—get an idea of your reach. Impressions are the number of times a pin has been seen, which can also tell you if Pinterest likes to share your pin. Low impressions can either mean Pinterest doesn’t understand your pin or doesn’t like something about your pin and it doesn’t work with their algorithm. Impressions give you an idea of your account health and whether or not Pinterest sees you as a quality account. If they do, they’ll show your pins to more people!
Saves & Clicks— the more people save your content, the more opportunity they have to click through on your content, which can increase your reach. Some pins get saved but see no click-throughs to the content, which isn’t a bad thing because saves are always good!—but don’t build on that content. A good example of this is beautiful travel destination photos (with no text overlay) that people save for inspiration. They just want the photo, they don’t care about what they’ll get if they click through.
Remember, people save and click through on pins if they are informational, not necessarily inspirational. It’s that information they want to learn that gets them to click through.
Note that at the account level with saves and clicks—if you’re new to Pinterest—your saves will be higher than your clicks. At that point, it’s okay and to be expected. The goal is to grow those clicks over time.
What Feedback Can You Report Back to Clients?
With analytics, you can give an idea of the account’s growth trend—if there’s been an upswing or downswing—and why. Clients never question an increase, but they usually like more information about a decrease, which you can give them with the data you collect in the analytics. Talk with your clients about what’s getting saved and what’s getting clicked—encourage them to create new pins based on what’s being saved only as opposed to saved and clicked. Look at top saved pins to show what’s resonating with their audience and what they should created more content about, or even just new pins for that top content.
How Often Should You Check Analytics?
Don’t check analytics on a daily basis! Not only does it NOT update every day, but there’s too much day-to-day variance to see any real value because any changes you make won’t take effect or show an increase by the next day.
The only time you *could* start to look at it daily is when you’re running a promoted pin. But even then, daily checking isn’t vital.
Pinterest is trying to give quicker results for pins than it used to. It still isn’t fast, but it’s not taking a month to a month and a half anymore to catalog pins.
Don’t make changes any more frequently than every 2 weeks, but 2-4 weeks is usually a better timeframe for most accounts.
Google Analytics vs Pinterest Analytics
Google and Pinterest offer much of the same information, but their numbers rarely match up. Pinterest says they’re more accurate because some websites don’t allow cookies (because of GDPR), and if it doesn’t allow cookies, then Google can’t track it—which Pinterest says makes Pinterest more accurate. It’s an interesting argument but hard to know if it’s true.
Overall, it’s agreed that Google usually tends to be more accurate. Google also breaks down page views (how many times each page on your site is viewed) vs sessions (how many people visit your site)—Pinterest doesn’t do this.
It’s also typically agreed that we tend to see more inflated numbers on Pinterest’s analytics.
What to Look for Monthly
Impressions—split it out by platform and look at whether the impressions are your own pins or other people’s pins that you’re repinning. Compare montly reports to previous months to look for growth.
Save & Clicks—again, split it out. Are they paying attention to your content or supplementary content? Are they clicking through?
What to do if Supplementary Content is Getting More Traction than Yours?
Look at how often you’re pinning your own content. Are you pinning enough? Is it going out consistently? How many boards does it go out to? Focus on the gaps, whether it’s more content, different content, imagery, or overall quality. Keywords are still important, but they’re getting a little less power than visual quality of pins.
What to IGNORE with Your Pinterest Analytics
Ignore the rates like click through and engagement. You don’t really need them—it’s just another way to express the same data. (The click rate is how many clicks per thousand impressions a pin got.)
Ignore the monthly viewers, it’s just a vanity number! It doesn’t provide useful information about how your content is doing compared to supplementary content you’ve pinned.
Avoid Analytics Anxiety!
Check your analytics with a purpose. Ask yourself:
Is the account doing what we want?
Have we allowed enough time?
A Few More Important Points
Analytics can tell you when it’s a good time to pin for your niche. If pin traffic spikes on weekends, then pin more on weekends!
Keep an eye on your analytics, but don’t go crazy with it OR let it make you crazy.
If you’d like a Pinterest checklist with the 4 Pillars of Success, be sure to sign up for Marissa’s email teaching series that boils down Pinterest success to quality and quantity consistently over time—and teaches you how to do it. You can also connect with her on her website, Facebook, Instagram, and of course, Pinterest!
E027: Using Pinterest’s New Analytics Dashboard
2:50 Peculiar Pin | Guest Intro
10:25 Why are Analytics Important
19:05 Important Things to Learn from Pinterest Analytics
31:35 How Often to Check Analytics
36:25 Pinterest vs. Google Analytics
40:40 What to Look for Monthly
46:02 What to Ignore with Analytics
50:20 Closing thoughts
To see this episode’s and all the Peculiar Pins, Check out our Peculiar Pins Board . This pin stood out to Marissa because she always needs stock photography in her business and this site has been an easy solution with beautiful photos. If you need stock photography, be sure to check it out!