Social media site Pinterest announced Pinterest Web Analytics for business pages in March 2013. We previously blogged about how to activate Pinterest Web Analytics. Here’s a quick walkthrough of the available information in the tool.
Upon activating Pinterest Web Analytics and waiting a few days for data to populate, business page administrators will have access to data on four tabs, as follows. We’ll talk about each of the four tabs below.
- Site Metrics
- Most Recent
- Most Repinned
- Most Clicked
Site Metrics include pins, pinners, repins, repinners, impressions, reach, clicks and visitors. Of these metrics, we find clicks and visitors to be the most useful, because a business can quantify how its Pinterest efforts are directly impacting website traffic. The other metrics may be useful for monitoring increased Pinterest engagement over time, or tracking the efforts of a social media push.
The Most Recent tab displays the most recent pins from your site, and we like that business page administrators can drill down to a single day, if you so choose. This tab might be helpful for tracking a site’s seasonal or holiday images. In addition, the Most Recent tab may help you learn if any new site images are picking up traction amongst your Pinterest followers.
The Most Repinned tab displays the images most repinned from your site.
It may be safe to assume that direct pinners are already familiar with your brand, having visited your site and pinned an image. But repinners may possibly learn about you for the first time via a friend’s pin, so you may want to familiarize yourself with the most re-pinned images. They may be responsible for additional brand awareness.
The final Pinterest Web Analytics tab is the Most Clicked tab. As we stated above, clicks and visitors are particularly helpful metrics when business page administrators are looking to quantify Pinterest efforts. The Most Clicked tab enables you to find out which of your images is most effective at driving traffic back to your site.
Have you been using Pinterest analytics to gain insight? Let us know in the comments!