Creating visually compelling content is only half the battle on Pinterest. To truly succeed and maximize return on investment (ROI), it is essential to understand how that content performs.
Pinterest Analytics is a critical tool for measuring success. It provides the data necessary to understand audience behavior, identify high-performing content, and refine marketing strategies. Rather than relying on intuition, marketers can use these insights to make data-driven decisions that increase engagement and drive website traffic.
This guide outlines how to access, interpret, and leverage Pinterest Analytics to optimize your presence on the platform.
How to Enable Pinterest Analytics on Your Account
To access Pinterest Analytics, a business account is required. Personal accounts do not have access to these features.
If you are currently operating a personal profile for your brand, you must either convert it to a business account or create a new one. Additionally, note that analytics access may be restricted based on age verification requirements.
Once the account is established, accessing data is straightforward:
- Log in to your Pinterest business account.
- Click the hamburger icon (menu) at the top-left of the page.
- Under Analytics, select Overview.
Pinterest Analytics Overview
The Overview page provides a high-level snapshot of account performance. Key areas include:
- Overall performance metrics.
- Performance over time graphs.
- Top boards by engagement.
- Top Pins from the last 30 days.
Not estimates and subject to adjustment as data
Essential Pinterest Metrics (Impressions, Clicks, & Saves)
Understanding the specific terminology within Pinterest Analytics is vital for accurate reporting. Below are the core metrics every marketer should track:
| Metric | Description |
|---|---|
| Impressions | The total number of times your Pins (or ads) were displayed on a screen. This metric measures visibility and brand awareness. |
| Engagements | The total number of interactions with a Pin. This includes saves, Pin clicks, outbound clicks, and carousel swipes. |
| Engagement rate | The total engagements with your Pins divided by the total number of times your Pins were seen. Engagements include saves, Pin clicks, and outbound clicks. |
| Pin Clicks | The number of times a user clicked on a Pin to view it in closeup. This indicates initial interest in the creative asset. |
| Outbound Clicks | The number of times users performed actions that led them off Pinterest to a destination URL. This is a primary metric for measuring traffic generation. |
| Saves | The number of times a user clicked on a Pin to view it in close-up. This indicates initial interest in the creative asset. |
| Video views | Views of at least 2 seconds with 50% of the video in view. |
| Average video play time | The average duration users spend watching the video. |
| Played to 95% | The number of users who watched the video through to near-completion, indicating high content resonance. |
How to Filter Pinterest Data for Actionable Insights
While top-level data is useful, granular analysis often reveals the most actionable insights. The filter icon at the top right allows for segmentation of data:
- Device: Segment performance by Mobile, Desktop, or Tablet. If the majority of traffic originates from mobile devices, ensure your destination landing pages are fully mobile-optimized.
- Content Type: Distinguish between Organic content and Paid and earned media to evaluate the effectiveness of ad spend versus organic reach.
- Source: Compare Your Pins (content you created) against Other Pins (content created by others but saved from your claimed domain). This filter is essential for identifying user-generated content trends related to your brand.
Using Analytics to Optimize Your Pinterest Marketing Strategy
The value of analytics lies in its application. By regularly reviewing these metrics, marketers can pivot strategies to align with audience preferences.
- Inventory Management: If specific product Pins are driving significant traffic, prioritize inventory for those items and create additional Pins featuring them.
- Content Optimization: If performance fluctuates, analyze the “Top Pins” to identify common characteristics (e.g., image style, keywords) of successful content and replicate those elements.
- Troubleshooting: A decrease in metrics can signal the need for SEO adjustments or a refresh in creative strategy.
Pinterest Analytics transforms raw data into a roadmap for growth.
By consistently monitoring and adapting based on these insights, businesses can ensure their content strategy remains effective and results-oriented.
