How to Use Pinterest Analytics: 6 Metrics Worth Measuring

social media how toIs your business using Pinterest to reach your audience with one-of-a-kind visuals?

Are you measuring your Pinterest marketing effectively?

It’s crucial that any business understands whether their time spent on a social network is generating results.

Why Pinterest Analytics?

Consistently measuring your activity on Pinterest can also help your business identify what types of content resonate best on this channel and with your specific audience.

The number of followers your account has is important to note, but it’s certainly not the final indicator of a successful Pinterest strategy.

pinterest analytics tool

Pinterest’s new analytics tool offers insights into how your website’s content is performing.

To gain access to your Pinterest account’s analytics, verify your website and then from the Settings drop-down menu at the top right-hand corner, you’ll be able to check your stats by clicking Analytics.

analytics drop down menu

Click on the drop-down menu at the top right-hand side of your account to access your analytics and begin analyzing your performance.

At any time from the top left-hand corner, toggle data between any time interval of your choosing from the calendar or quickly sort through to activity from yesterday, 7 days or 14 days. This is similar to the functionality the Google Analytics interface.

view stats any date range

View stats about your Pinterest activity from any date range of your choosing.

The Pinterest analytics dashboard is broken up into four main tabs. The tabs are Site Metrics, Most Recent, Most Repinned and Most Clicked. Each tab’s data can be exported into a simple Excel spreadsheet for further analysis by clicking the Export tab.

pinterest analytics dashboard

The Pinterest analytics dashboard is broken up into tabs, each of which can be exported into Excel.

Here’s an introductory video from Pinterest giving an overview of the new analytics dashboard.

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Let’s dive in and discuss which six Pinterest metrics are the most important to measure, how to use Pinterest’s analytics tool to find them and why these metrics are actionable.

#1: Pins From Your Website

When looking at the Site Metrics tab of the analytics dashboard, you’ll be able to view many of the top metrics worth reviewing about your account’s performance.

One of the most important metrics to consider listed at the very top is the Pins Created From Your Website’s Content. This pin metric informs you of the daily average number of pins from your verified website.

pins from your website

Pins From Your Website shows you the daily average amount of content pinned from your website over a specific time period.

The Pin metric can help your business determine whether the visual content on your website is interesting enough for your web visitors to pin to your boards.

If your content isn’t getting pinned as much as you had anticipated, the Pin metric can show you that it may be time to add more visual content to your website, beautiful headers on your blog posts or the Pin It button close to all of your visuals based on the amount of pins your website is or isn’t generating.

percentage of change

Observe the percentage of change over time to your pins to determine a positive or negative change in activity.

Be sure to look at the percentage of change over a specific time period of your choosing to understand if there’s been rise or fall in pins generated from your website to ascertain if a certain day or week saw more pins or fewer pins.

If you’ve seen a rise of pins on a particular date, you can correlate this to the addition of visual content on your website and you should look to include similar content of this nature in the future to encourage more pins.

If you’ve seen a fall in pins on a particular date and you’ve recently added more visual content to your website, then it may indicate that this newly added visual content may not be resonating with your Pinterest audience and it’s time to go back to the drawing board. It’s safe to give newly added content two weeks to begin to gain traction on Pinterest before reviewing your analytics.

#2: Repins From Your Website

Repins are the fuel for engagement on Pinterest. When a Pinterest user sees a visual in their feed from one of the accounts they are following, they can choose to repin it to their boards, which also adds it to their followers’ feeds. This action can help your content quickly get in front of new Pinterest users who may not be following your account.

Monitoring the Repin metric will help give your business the daily average number of pins from your website that were repinned. This metric is also found on the Site Metrics tab when you first log into the analytics dashboard, right below the Pin metric.

repin metric

Keep an eye on the Repin metric and compare it to the Pin metric to understand how your visuals are resonating.

The number of repins the pins generated from your website help your business further determine whether your visual content is resonating with your Pinterest audience, but this time with the following of the pinners who originally pinned your content. Repins give your content the chance to be seen by users not following you who could potentially share your content or follow your boards.

repin your images

When users hover over an image from your website, they have the option of clicking the Pin It button to repin your image with their following on Pinterest.

Comparing the Pin metric to the Repin metric can be extremely helpful in determining whether the visual content on your website is not only of interest to your existing customers and website visitors, but to new broader audiences that may not have heard of your business and offering.

It’s important to get your content from your website pinned on Pinterest, but the next indicator of success is getting those images repinned onto more boards to grow your audience with new followers and potential customers.

#3: Determine Your Reach

Determining the reach of your website’s content on Pinterest—the daily average number of people who saw your pins on Pinterest—is the next step to gauge the effectiveness of your content once it has been pinned and repinned.

To calculate the reach of your content, scroll down below Pins and Repins to the section with Impressions and Reach.

pinterest reach metric

Hover over any touchpoint on the graph in the analytics dashboard to see your content’s reach on a particular day.

Reach lets your business have an understanding of the success of your content when it is pinned and repinned. It’s more valuable, in terms of getting more exposure, if someone who’s pinning or repinning your content has 400,000 followers as opposed to 40.

Reach lets your business know how many people actually saw your content via your pins and repins, giving a better understanding of the true influence of your recent pins and repins.

The importance of the Reach metric lies in understanding how large an audience your content reached for both branding purposes and as a comparison to how much traffic your content did or didn’t drive to your website.

#4: Number of Visitors and Visits to Your Website

Understanding how much of your audience on Pinterest was driven to your website is a powerful metric for determining the overall success of your presence. Pinterest can drive greater visibility, more customers and sales to your website over time.

The number of visitors and visits to your website from Pinterest can be determined by scrolling to the bottom of the Site Metrics tab by looking at the graph for Clicks (which informs you of visits to your website) and visitors (which informs you of the total number of people who visited your website).

clicks and visitors graph

The Clicks and Visitors graph gives your business an understanding of what traffic Pinterest helped drive to your website.

Some of your pins will drive engagement on Pinterest, while other pins will drive traffic to your website and others will drive both types of activity. Comparing Clicks to the Repin metric will give your business an understanding of what types of action your different visual content helps drive with your audience.

It’s important to strive for engagement both off and on Pinterest. Clicks help your business see if there’s an increase or decrease in the traffic driven by your content.

stumbleupon pin

This pin stands out in the Pinterest feed due to its bright color. This is the type of pin that drives traffic to your website.

The Visits metric helps guide your content creation efforts to better balance both content that drives engagement on Pinterest and traffic to your website. Pins that drive traffic to your website may include visually stimulating imagery, a call to action, long-form visuals or how-to’s.

how to pin

Another type of pin that will drive traffic to your website is how-to’s.

The number of visitors to your website from Pinterest gives a high-level overview of the number of people behind the number of page views. There are differences of opinion on whether you should aim for more views than viewers and vice versa, but ideally your business should be getting a healthy number of both.

You want your visitors to view many pages on your website from Pinterest because the more time they spend on your website, the more likely they will become a customer.

And you also want the number of visitors to your website from Pinterest to increase because then you’re reaching both new and returning visitors.

New visitors are always valuable because you are expanding your reach to new audiences on Pinterest and thus to potentially new customers. Returning visitors via Pinterest are also important because you are continually engaging them successfully on Pinterest, giving them a reason to return to your website.

#5: Most Repinned Content

When it comes to your strategy for developing Pinterest content, it’s vital to create visuals that encourage your followers to repin them to their boards and in front of their following.

The Most Repinned metric is important for understanding what content is being repinned the most, therefore showing your business what is resonating with your audience the most on Pinterest.

To access the Most Repinned report, simply click the Most Repinned tab in the analytics dashboard and then select the timeframe of your choosing.

most repinned tab

The Most Repinned tab displays all of your account’s most repinned pins for the date range of your choosing.

As opposed to the graphs displayed in the Site Metrics tab, the Most Repinned tab shows the actual pins that were repinned the most for a particular date range. If exported into Excel, the spreadsheet highlights your most repinned pins using their URLs as a frame of reference.

most repinned pins

Reviewing the pins that get repinned the most is a key indicator of the type of content that works for your Pinterest audience.

When looking at the Most Repinned report, try to identify any patterns in the content getting the most repins. This will help inform your content creation needs for the future, letting your business focus on creating content that will definitely resonate on Pinterest.

You may notice that visuals featuring quotes, food, wedding suggestions, bright colors, how-to’s, long-form visuals, original content, high-resolution photos, etc., are common trends present throughout the content getting the most traction on Pinterest for your account.

When you identify the types of content getting the most repins from your account and website that resonate, you can better inform your future content creation efforts to focus on the most successful categories.

Remember, it’s always helpful to experiment with your social channels to see what does and doesn’t work, so make sure to constantly try new things and use this report to ascertain your success.

#6: Most Clicked Content

One way to understand how Pinterest drives traffic to your website is to take into account the data available in the Most Clicked Content report. To access which pins from your website and account are driving the most traffic to your web properties, click on the Most Clicked tab on the top navigation of the analytics dashboard.

most popular pins

There’s often a correlation between images that are heavily repinned and that drive a lot of traffic. This is one of the most popular pins on Pinterest to drive traffic off and on the social network.

Much like the Most Repinned tab, the Most Clicked tab displays the pins from a select date range, but in this case filtered by which content drives the most traffic to your website. Understanding what content on Pinterest drives the most traffic to your website is very important because it’s a step closer to understanding the potential to generate revenue.

recent study

A recent study helps prove that users on Pinterest are more likely to make a purchase than users on Twitter or Facebook.

A study conducted by Convertro showed that Pinterest as of April 2012 was responsible for 17.4% of all social media revenue for ecommerce sites over both Facebook and Twitter. Therefore, consider focusing on driving your Pinterest traffic to your website if Pinterest is a good fit for your business. This may prove to be more beneficial than generating traffic from other major social networks in terms of the amount of revenue your business may be able to generate.

multi touch revenue per click

Regardless if a sale is measured from the first click or multiple clicks, Pinterest drives the most revenue compared to the other major social players, Twitter and Facebook.

With this in mind, take the time to see which pins drive traffic to your website and look to create similar visual content in the future. This metric can also be used to determine if the Pin It button on your website is driving your web visitors to pin particular images to their boards on Pinterest.

If you’ve added a Pin It button to visual content on your website and this same content often appears in the Most Clicked or Most Repinned reports, then the Pin It button is helping drive engagement on Pinterest and could drive potential revenue to your website.

Bonus Insights

It’s also possible to measure the visits, revenue and number of orders generated from your Pinterest traffic through third-party web analytics software like Google Analytics.

The Pinterest analytics tool will give you insights into how much traffic was driven to your website. But Google Analytics, which is also free, can give you insights into what revenue that traffic helped generate for your business.

The addition of a third-party tool can bring the measurement of your Pinterest marketing full circle.

use google analytics

Use Google Analytics to understand what revenue the traffic from Pinterest drove to your website.

To access this report and understand the traffic, orders and revenue driven from Pinterest in Google Analytics, and any other referral source for that matter, start by clicking on Traffic Sources under Standard Reports. From there, click on the Sources drop-down menu and visit the Referrals report.

referrals reports

Choose the Referrals report to access data on the other web properties driving traffic to your website.

From the Referrals report, you’ll see the top referral sources from the specific date range listed from the top traffic-driving sources in descending order. Go to the search bar in the middle of the screen, type out “Pinterest” and then search. This is where you can search any particular referral source and have the report focus solely on that channel.

report highlighting traffic

Click on Pinterest.com to access a report highlighting all traffic from this referral source.

Once you’ve pulled up your Pinterest traffic, click on Pinterest.com to specifically see the insights about that website. From this report, you’ll be able to learn more about the visits, average time on site, bounce rate and more from your Pinterest traffic.

To see what revenue Pinterest drives, simply click on Ecommerce at the top left-hand side of your website under the Explorer menu next to Site Usage and Goal Set 1.

referral traffic

Select the Ecommerce report to view revenue and orders generated from Pinterest.

There are many other third-party tools on the market to effectively measure your marketing efforts on Pinterest. Some of these tools are free like Pinpuff, PinReach and Repinly, while others are paid measurement solutions like Curalate, Piqora and Reachli.

What do you think? What metrics are you focusing on when it comes to your Pinterest campaigns? Are you actively using the Pinterest analytics tool or are you more keen on using third-party tools? Share your thoughts in the comments below.

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About the Author, Brian Honigman

Brian Honigman is a freelance writer, a marketing consultant and a social media enthusiast focused on stregthening relationships with brands, startups and their customers. Follow him on Twitter @BrianHonigman. Other posts by »




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  • Christina

    Great article! I would have really liked if we can go back by more months. If I need to refer how I did a couple months ago I can’t…

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  • http://www.EntrepreneurOnFire.com/ John Lee Dumas

    Great stuff Brian! Pinterest is a social media site that can generate traffic if used properly. I need to decide which tips I’ll be able to apply to my traffic generation strategies for podcasts!

    Have a great week SME peeps! Stay inspired!

    ~John Lee Dumas

  • Bob Dobbs

    Keep in mind that most of those third-party analytics companies are relying on screen scraping, not access to the Pinterest API, to get their numbers. Highly suspicious data.

  • Dara Khajavi

    Pinterest is a great way to communicate with customers and generate traffic. I am never sure if my Pinterest is effective. Thanks for this info on the analytics!

  • http://twitter.com/coolmitten Coolmitten

    Thanks for the information :)

  • Jorgen Poulsen

    Please tell me which tool I can use to find number of UNIQUE followers I have on an account.

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  • http://www.pixelhappy.com/ Steve Young

    Great post, Brian! If folks want the audio version of how to maximize Pinterest, listen to Mike’s podcast with Melanie Duncan:

    http://www.socialmediaexaminer.com/pinterest-how-to-drive-more-traffic-to-your-site-with-pinterest/

  • Hema Aushat

    thanks for the article. Good read. Knowledge gained.

  • http://SportsGeekHQ.com Sean Callanan

    Good post Brian, I’m so glad Pinterest are now providing some analytics so marketers can see what their pins are doing. Interestingly when I met up with Pinterest on my last trip they are still figuring our what vertical is the best for Pinterest, they didn’t think sports would work on Pinterest but we are finding some success in sports world.

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  • tklcstg

    How to go about it? Must we pay?

  • http://www.sproutspire.com/blog Carlie Hamilton

    Great post. And great idea to connect it to Google Analytics to see your ROI – something a lot of businesses forget to monitor when it comes to analytics and social media!

  • http://www.marketingquery.com/ Jose Capelo

    Good article Brian. I would take this information with a pinch of salt though. Social media can be a great traffic generator but the figures need to be properly analysed.

  • http://twitter.com/ACFilters4less Mark Platt

    Thanks for the article Brian!
    I love Pintrest it’s a Great place to network for your business.
    Mark and Michelle Owners of AC Filters 4 Less

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  • http://www.brianhonigman.com/ Brian Honigman

    Hi Christina, thanks for reading! Yes, unfortunately Pinterest analytics don’t offer data past a certain period of time at this point. For now, using third party tools like Google Analytics can help shine some light on how Pinterest is impacting your bottom line.

  • http://www.brianhonigman.com/ Brian Honigman

    Thanks for reading John! Good luck, let us know how these insights help your strategy overall.

  • http://www.brianhonigman.com/ Brian Honigman

    You are welcome, thanks for reading!

  • http://www.brianhonigman.com/ Brian Honigman

    Absolutely, measuring social media is important to understand the true vale of the channels you are active on.

  • http://www.brianhonigman.com/ Brian Honigman

    No worries Carlie, thanks for reading. I hope the combo of Google & Pinterest analytics give you the insight you are looking for.

  • http://www.brianhonigman.com/ Brian Honigman

    Pinterest Analytics is a free tool! What specifically are you looking to accomplish?

  • http://www.brianhonigman.com/ Brian Honigman

    Hi Sean, thanks for the kind words and reading the articles. It’s great that they released this analytics tool to help businesses determine if their content and vertical is a match for Pinterest. However, I’m a firm believer that the right content for your brand can work on Pinterest regardless of industry. Time will tell!

  • http://www.brianhonigman.com/ Brian Honigman

    Thanks for reading Hema! Happy to hear it.

  • http://www.brianhonigman.com/ Brian Honigman

    Excellent, thanks for the resource Steve!

  • http://www.brianhonigman.com/ Brian Honigman

    Hi Jorgen,

    Here are some other Pinterest tools that can help you better understand your following past what their analytics tool offers: http://mashable.com/2012/09/21/pinterest-analytics-tools/

  • http://www.brianhonigman.com/ Brian Honigman

    You are very welcome! :)

  • http://www.brianhonigman.com/ Brian Honigman

    No problem! I hope their analytics tool and these metrics help you better pinpoint if Pinterest is effective for your business.

  • http://www.brianhonigman.com/ Brian Honigman

    It’s always good to keep in open mind Bob, thanks for the input and for reading the article.

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  • https://plus.google.com/102273790461756622017/posts Brittany Howell

    Interesting article! Thanks for sharing!

  • http://www.brianhonigman.com/ Brian Honigman

    Of course, thanks for reading!

  • Roaming Cooking

    Hi Brian, thanks for the article. For some reason I am not able to display any metrics for the Most Clicked, Most Repinned and the Most Recent is not showing the Most Recent! I get a msg that says ‘there is no data for this date’ (even though I select last 14 days for example). Anyone else have this problem or know how I can fix it?

  • http://www.y8kizi.com/ Y8

    Well, I hope you’re happy. You’ve managed to impress me, the unimpressionable one. My friends will make fun of me for this. You did well.

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  • http://www.brianhonigman.com/ Brian Honigman

    That’s sweet of you to say. Thanks for reading!

  • http://www.brianhonigman.com/ Brian Honigman

    Hello, I’ve had the same issue in the past. It might have to do with the size of your account in terms of followers, engagement or amount of pins you have. If you account is particularly low in any of these areas then it could affect how the analytics tool is pulling in data. Sorry if you are having any issues, but I don’t know how to fix it other than continuing to pin engaging content and genuinely interact with your community giving you more data to pull from. Good luck! Let me know how it goes.

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  • Roaming Cooking

    Ok, thanks Brian :)

  • http://www.callboxinc.co.uk/ Oliver Scott

    Impressive post here Brian. Pinterest has successfully gone past their copyright issues fiasco which is seeking to be more that just another social media fad that marketers should think about. Pinterest is a great channel to discover and share the interests of your target market. Glad to know that on how to use Pinterest Analytics.

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  • http://www.facebook.com/jane.wells1 Jane Wells

    My question, then, is, what is a low number?

    I currently have 99 followers, 184 likes and 757 pins. The only analytics chart that registers any numbers at all is impressions/reach. And, under the “most recent” tab is an image I posted 50 weeks ago!

    Have I done something wrong?

  • Katrina Mayer

    Great article! I was able to increase traffic to my website by 70% using Pinterest. It’s an amazing tool and the analytics page is icing on the cake. Love it and the clarity you have brought to the topic. Thanks!

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  • http://www.brianhonigman.com/ Brian Honigman

    Happy to help Oliver! Enjoy. :)

  • http://www.brianhonigman.com/ Brian Honigman

    70%, that’s awesome! Congrats on your success with Pinterest and no worries, happy to help. Thanks again for reading.

  • http://www.brianhonigman.com/ Brian Honigman

    You haven’t done anything wrong Jane! It’s most likely a combo of a bug and little engagement on your content, hence what I mean by a low number. How does your content regularly get pinned, repinned or commented on? Is your website URL verified?

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  • Deborah Walker

    Brian – thanks for the article – it cleared somethings up for me. I have a problem in that I am a Home & Garden Show, and most of my boards are exhibitors at our shows – so the pins that I have on the boards – go back to their websites – not mine. When I first saw the analytic reports, I thought that it would be telling me how many pins were made and which were the most popular from my actual Pinterest page. But I’ve now figured out that’s not the case. Is there anywhere that I can get statistics for each of my boards – how many total pins were on a board – which were the most popular, etc.? (Besides of course going into each board and doing a manual count?) I’d like to be able to report to my exhibitors the benefit they have by us posting on Pinterest for them.)

  • Alyssa

    So you can’t sign up for these analytics unless you convert your account to a business account?

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  • http://www.brianhonigman.com/ Brian Honigman

    That is correct Alyssa.

  • http://www.brianhonigman.com/ Brian Honigman

    Hi Deborah,

    Happy to be of help, thanks for reading the article. You’re only able to see your most popular pins overall, not by board. However, if you are looking for how many total pins are on a board all you have to do is click on a board and once you are viewing that board look to the top right. To report back to your exhibitors, you could let them know about repins and likes on their board, but they’d have to be the one’s that look to see if Pinterest drove traffic for them. They’d have to their Google Analytics or other web analytics tool to find this out. I hope that helps!

  • Kristen Garofalo

    Great article. I would really like to know more about the “Most Repinned” section. We were looking over it and noticed that the pins under this category did not come from us, but rather our website. Therefore, this category is not necessarily the pins that are repinned the most from our boards? Thanks!

  • http://www.brianhonigman.com/ Brian Honigman

    Hi Kristen, you are right. It’s not necessarily the most repinned from your boards but from the content on your website that has seen the most repins on Pinterest. Thanks for reading and I hope that’s of help.

  • Andrew Hadley

    Thanks for outlining the Pinterest Web Analytics features. Personally, I still find this offering quite lacking, but I’d prefer they invest their time in other things, like offering ads. Most of the third party providers mentioned above have now pivoted or shut down. I’m using Tailwind (http://tailwindapp.com) and it’s been great. Seems like the only service out there that’s both deep and affordable (or free).

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