If you want to keep your fans (p)interested in your page, then you have to stay up-to-date on all the changes that evolved the last couple months. For starters, Pinterest is now worth a hefty $5 billion dollars, which is hardly chump change. So for those businesses who aren’t taking the platform seriously, it’s time to perk up and pay attention.
Thankfully, the Pinterest for Business pages have been ramped up to maximize your small business’ efforts on the platform. The coolest update is the new analytics dashboard. Once you head over to your analytics page, you’ll notice that the data is broken up into three main sections: Your Pinterest Profile, Your Audience, and Activity from [your website]. Scroll down just a bit further and you’ll even find your top pins over the last 30 days, based on the number of impressions, repins, clicks, and likes. This is the perfect “quick glance” tool for those small businesses who don’t have a lot of time to spend pouring over analytics, but still want to know what is working for them.
For those who have the time to delve deeper into Pinterest analytics, there are three tabs you should familiarize yourself with:
Pinterest Profile
Once you’ve clicked on your Pinterest profile, you’ll find a tab that separates data for your impressions, repins, clicks, and all-time pins. Each have their own insights, but each of the data points reflect a different goal for your business. The impressions data might be more useful if you’re looking to get brand awareness from your Pinterest profile. Repins and clicks should be the main focus if you’re looking more at fan engagement. The all-time tab is a mixture of your best pins based on the number of shares, the pins that rank higher in search, and what they call “power pins,” which has a mixture of multiple repins and clicks.
Your Audience
The next section, Your Audience, includes information on your average number of monthly viewers, the average number of engaged viewers, and their demographics (location, language, and gender). This can be especially useful for small businesses who have an extremely local customer base. If you see that your engaged pinners aren’t from your region, then that could be a significant reason as to why those pinners aren’t converting into purchasers and you might need to focus more on targeting.
Activity from your website
The final section is “Activity from [your website]” which is where you can see if people are pinning from your site, the number of impressions pins from your site are receiving, as well as a slew of other data points involving repins, clicks, all-time best pins, etc. This is a great section to look at if your website includes an e-commerce site or for just general web traffic to pin traffic information.
Think you’re ready to dive into your analytics? We think so, too! Remember, the data is only as useful as what you can take away from it. And if you need some extra help to (pin)point your next move on Pinterest, your friendly, neighborhood SMB team is ready to assist!