Pin stats are one of the most important analytics that you’re going to find on Pinterest. They tell you if what you are doing is currently working. You can break this down to see which part of your Pinterest marketing strategy isn’t working in order to improve it. For example, if you are driving traffic to your pin but they’re not clicking to learn more, you know either your call-to-action isn’t strong enough or you’re not reaching your ideal audience. If you aren’t driving any traffic to your content, you know that your keyword strategy could use some tweaking. Whenever you are marketing, you always want to look for areas of opportunity. Don’t just pin and leave. Look at your stats!
Where can you find your pin stats?
Thanks to recent changes, you can view your analytics on all devices (at one point, desktop was the only way to view.)
Here are three areas:
1) Pin – you can click on each pin to see the stats for the last 24 hours, 7 days, 30 days or 90 days. It automatically defaults to show stats for the last 30 days.
2) Business hub – new tab showing directly on your profile in the mobile app. Here you’ll see your total impressions, saves, link clicks, top pins, create a pin feature, recent ads, and view more analytics.
3) Analytics overview – the overview will show your top pins and boards. You can also set the date to see how the pin/board has performed over time. From overview, you can also filter results based upon engagements, closeups, saves or link clicks.
What’s the most important of the pin stats?
If you click on a pin, whether mobile or desktop, it will give you the stats for each pin — mentioned above (if you want to do it individually). Or you can look at the overview and filter to see which is getting the highest/lowest number of engagements (for comparison).
This is how the pin stats will appear on mobile and in terms of how they appear on desktop, they’re in the same order. Think of it as 4 – 3 – 2 – 1 with 1 being of the utmost importance.
For instance, here’s one of my newest pins that hasn’t been on the platform for a full month yet. I am going to breakdown what these numbers actually mean below.
Before we begin, I want you to think about how you use Pinterest and your experience on the platform to better understand these stats.
When you first open Pinterest, you usually search for something, right? Now that you’ve searched, Pinterest will populate results. You usually scroll until something catches your eye. Once you find something that seems interesting, you click to learn more. If it seems relevant or beneficial, you either save it to a board or you click on it again to learn even more and go to the website.
Now let’s talk about this from a business perspective. Think of this as a marketing funnel, it starts off wide but then narrows down. Here’s the pin stats in order of importance (least to most):
Impressions are just the starting point when looking at your pin stats. Remember the example above when you searched for an idea and Pinterest populated the results? The results are impressions. It’s the number of times your pin has been seen on Pinterest.
Now some people will say it’s a vanity metric but they do serve a purpose (small) or at least give you some insight on whether or not your keyword strategy is working for you. Without impressions, you won’t have eyes on your content and if there are no eyes on your content, you’re not driving people to your website! So don’t count this out!
You all know by now why I don’t stress getting followers and for those of you just discovering me, followers are a vanity metric. It doesn’t mean they’ll see your pins, engage with your pins or become customers. A follower is just that. Go back to the example I used above of your experience on Pinterest. You usually find and save pins from accounts/brands that you’re not following, right? Now does it make sense why I don’t stress them?
You can get GOOD engagement without having a ton of followers. This is because Pinterest functions as a search engine more than a social media platform. If you optimize your boards, pin descriptions and pin titles correctly, people will discover your content. Once they start to discover and engage with it, Pinterest will see that it is relevant and push it out to more people on the platform. This is how your impressions start to grow and your pins gain traction. It all starts with keywords! If you pick the right keywords, you’ll bring eyes to your content.
In a previous blog, I discussed why you need to get people to ACT. You don’t just want them to look, learn and leave. You want them to take action. This is how you get paid on Pinterest! So these next 3 pin stats are going to be more important.
Closeups are when you’ve searched for an idea, Pinterest populated results and then you see one that catches your eye so you make the initial click to learn more. Or to get a closeup of the image. It is now taking up your full screen so you can really get a good view and determine if it’s what you’re looking for.
Closeups are the beginning stages of someone coming into your realm. It means you were able to capture their attention and even initiate contact.
In order for someone to want to learn more and pick your pin to learn more about, it has to be eye-catching.
Now here are some things to consider:
– Pin dimensions: over 80% of pinners are using their cell phones so vertical images work better. A good ratio is 2:3 so like 600*900 px is optimal. Canva has great templates if you’re just getting started and don’t have much experience with graphic design.
– Pin quality: make sure the picture is clear and shows either the product or can be easily read. No blurry images! They don’t have to be Instagram-quality (professional photographer) but people should be able to clearly see the image.
– Eye-catching: bold bright colors work better at grabbing the audience’s attention. Think about traffic lights. If they were gray/white, we’d probably all be running lights, right?
– Text overlay: remember people are using their phones, the text should be easy to read. Not too much text where the text is truncated or shrunken to fit the screen. It should be quick, easy to read, grab their attention and draw them in. Take a step back and see if you can read the words.
– Keywords or WIIFM factor: remember, they’re searching for something in particular. Because people are on their cells, they’re scrolling fast. There’s tons of information floating on the internet so they’re not going to stop and try to read each pin. They want the one that easily screams out to them that it solves their problem. Make sure your pin immediately calls and tells them it is relevant or the answer to their problem. If they’re looking for hyperpigmentation treatments, they’d more than likely click on an image that says “How to Get Rid of Hyperpigmentation Fast”, right?
Creating your call-to-action (CTA):
Lastly, you don’t want people to look, learn and leave. They need to take action! You can include your CTA on the pin image itself and you can also include in your pin description. Your pin description should offer information so they consider your solution and then include a strong CTA so they can take action! If you don’t tell people what they should do or how they can obtain those desired results, they won’t know how. So many will just click out and go on to the next. With your CTA, they will do either one of the following below.
Many people overlook this or think this is one of the least important pin stats but this is where the magic begins to happen! By saving a pin, it tells Pinterest that the pin is relevant. If it’s relevant, Pinterest will then push it out to more people on the platform. This is how the pins appear in your smartfeed (homepage).
Pinterest shows pins that have high engagement and are relevant to the type of pins you find interesting. The higher the engagement, the higher it appears in the smartfeed and in your search results. If you only pin recipes, your smartfeed will consist of more recipes/food for you to discover. That’s how Pinterest works. If you have an interest in it, Pinterest will find other content would be similar and continue to push it out. Pinterest will also send emails to users letting them know about relevant pins and boards. PLUS there’s the in-app notifications where Pinterest shows recommendations on pins you’d like.
Now imagine Pinterest doing all of this for YOUR pin and this is why relevance is so important. If you have picked the correct keywords to get eyes (impressions), designed a pin graphic that captures your audience’s attention (closeups) and tells them why this solves their problem and HOW they can obtain that result (CTA), they will save it.
In addition to Pinterest increasing the visibility of your pin, pinning or saving a pin also has its benefits. When someone saves or pins your content, it shows it to their followers. Their followers may see it in their smartfeed when they’re just scrolling their homepage, in their app notifications or if they’re just checking out the person’s profile.
Then there’s also the meaning or impression of saved pins. If someone pins your content, it means they found it valuable. It’s as if they are endorsing you, even if they weren’t ready to act at that time (there’s always later). Pinterest pins are like “the best of the best on the internet.” With all of the information floating, they saved it so they could get back to it and take action later. Plus, their followers MAY take action now even if they don’t.
Now let’s talk about action…
First: Link clicks
This is THE most important one of the pin stats. Why? Because this is where the magic happens! If they got to this point, it means they’ve discovered you (impression), saw your content (closeup) and would like to learn more (CTA). They’re in serious consideration stage at this time. They are officially on your website, blog, lead capture, lead magnet, etc.
This site is supposed to do the selling for you. If there is a disconnect, we’re in trouble.
This site or link can be used to educate and drive them to ACT. Remember, we want action! Whether it be to join your email list or purchase a product, you want them to do something. For many, just going to the website isn’t going to get you paid.
We don’t want to catfish people either. It is imperative that they get what they came there for (this is how you increase overall conversions).
In order for them to act, the landing page (wherever you’ve sent them) must be properly aligned with the pin and the CTA listed in the pin description.
You don’t want to have a pin that is positioned to solve their issue such as “how to get rid of belly weight fast” and then take them to a website that’s all about hair. It’s completely unrelated and they’ll usually leave as soon as they get there. Remember, most people are using their cellphones. They’re quick. If they don’t immediately see what they’re looking for, they’re bouncing.
Link clicks are the most important but to give a quick overview of your overall strategy, look at your engagement rate.
How to determine your engagement rate?
Pinterest already tells you the total number of engagements for all pins. If you want to pinpoint one pin to see how well it is performing, you can do that as well. Engagement is determined by when someone interacts with your pin by either clicking on the image, saving it (pinning) or visiting the website.
To calculate the number of engagements for the pin:
Closeups + saves + link clicks = total engagement
Engagement rate = total engagement/impressions
Example (using pin above):
681 closeups + 60 saves + 126 link clicks = 867 total engagement
867 total engagement/10,000 impressions= 8.67% engagement rate
Now compare that to the average engagement rate on Facebook which is about 1% or 1-3% on Instagram. Because Facebook and Instagram usually don’t allow you to send traffic somewhere (without ads), there’s a good chance the engagement is actually higher or more effective. Meaning on FB/IG, they’re just looking at the picture, reading more of the caption and then leaving (not taking action). Remember with Pinterest, it’s easier to take action because each pin directs traffic to a website.
I’d say this pin is doing pretty well BUT I’d still like to look to see how else can I increase that 😉
In summary, you always want to make sure you consider the journey or experience. Everything we do is a series of steps. Learn to look at your analytics to determine what needs work. Experiment with different pin graphic formats to see which works better. Change keywords if you’re not bringing in your ideal audience. Lastly, make sure you’re including a call-to-action. Remember, this is the first time they’re meeting you. They don’t know what to do! You have to guide them through the process!
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