How Do Your Pins Perform? A Beginner's Guide to Pinterest Analytics

社交媒体是任何企业营销策略的重要组成部分。但是对于用户来说，滚动浏览每个社交媒体平台上的大量品牌内容可能会令人筋疲力尽。

但是，有一个社交媒体网站实际上是用户embracebranded content -- Pinterest.

Pinterest can be an incredibly useful tool for attracting consumers to your products. In fact,66% of Pinterest users make a purchaseafter seeing a brand's Pins.

Because of Pinterest's power to influence purchases, it makes sense to develop and maintain a strong Pinterest presence. And, whether your business's social media goals align with improving brand recognition or increasing traffic, keeping an eye on analytics is critical for ensuring your content strategy is successful.

此外，Quora的广告传教士JD Prater告诉我：“请记住，Pinterest与发现有关。了解Pinner的旅程以及它如何影响未来的购买 - 不一定是当今的购买。”

To ensure you're able to achieve your Pinterest goals and see success on the platform, we're going to explore what Pinterest Analytics is, and show you the seven most important metrics you should be tracking.

什么是Pinterest分析？

Pinterest分析is Pinterest's completely free, native tool that you can use to help measure your performance on Pinterest. Pinterest Analytics lets you collect traffic insights -- including impressions and link clicks -- so you can modify your strategy to better meet your users' needs.

To access Pinterest Analytics, you'll需要一个业务帐户, which will also unlock the ability for you to create advertisements and promote Pins.

为什么使用Pinterest Analytics

Pinterest分析offers the ability to sort your data from any time period, so whether you're doing a monthly or yearly report, you're covered. Data can also be sorted by device, which can be helpful when figuring out how you should optimize for mobile versus desktop.

You can also export your stats in a CSV file, which will come in handy for your next report or audit.

Now that we know a little more about Pinterest Analytics, let's see what tools we can use to get the most insight.

Pinterest分析工具

1。Pinterest分析

当然，到目前为止，我们讨论过的主要工具是Pinterest Analytics。

When you go into Pinterest Analytics, you'll see the dashboard divided into three major sections -- Profile, Audience, and Website analytics.

Pinterest分析is also split into four sections -- Impressions, Saves, Link clicks, and All-time. Let's explore those four sections now.

1.印象

印象是您查看PIN的次数。这可能是通过用户的家庭供稿，类别提要或搜索。

2。Saves

Saves are the number of times someone has saved one of your Pins to a board. This is how new people discover your content on Pinterest.

3。Link clicks

链接点击是将您的用户转移到目的地的方法 - 无论是您的网站，博客文章还是其他PIN。

4.有史以来

Your All-time metrics include an assortment of things dating back to the very beginning of your Pinterest history. Here, you'll be able to see your most popular Pins, and the content ranked highest in search.

Lastly, it's important to note -- analytics should be used only once you fully understand the Pinterest user.

For instance, as Prater notes,"Before you start analyzing the data and drawing insights, it's important to understand the Pinner journey. There's no one way to pin. People's pinning habits are diverse and are centered on what they care most about (their interests)."

2。尾风

您可以用来分析Pinterest指标的另一个好工具是逆风。Tailwind是Pinterest和Instagram的社交媒体调度工具，其中包括分析作为其功能的一部分。

该工具超越虚荣指标和跟踪符合lowers, engagement, and even virality. You can even track your ROI by looking at visits, transactions, and revenue down to the specific pin.

此外，还有功能强大的过滤工​​具，因此您可以通过董事会发现洞察力，兴趣热图，以验证您专注于正确的内容，并呈现报告，以查看即使在几个月前固定的情况下也是现在的趋势。

如果您正在寻找具有大量见解的详细工具，则可能值得探索。

3。病毒

病毒is a social media scheduling and analytics tool that can help you get your bearings on your Pinterest analytics.

This tool includes an influence score, which will help you understand what you need to do to boost your Pinterest presence.

除影响分数外，所有重要的指标都可以使用此分析工具跟踪。ViralWoot的一个重要特征是直接的解释，可以帮助您真正理解分析。您可以了解最佳的日子和时间是什么，如何增加搜索印象，并在Pinterest上发现流行的关键字。

4。Olapic

Olapic是一个多合一的用户生成的，有影响力的，短形式的视频企业内容平台，可帮助品牌推动参与度。

借助其计划和分析工具，您可以跟踪ROI，有影响力的互动和参与度。

Pinterest Metrics to Track

您需要在Pinterest帐户上跟踪七个指标，以评估您的内容的性能。当然，根据团队的独特目标，您可能希望更加专注于其中的一些指标，而不是全部。

1.印象

与任何其他社交媒体网络一样，印象衡量显示内容的次数。Pinterest印象包括您的内容出现在用户的feed，搜索结果或其他类别feed中的次数。

To get a sense of what your audience is searching for, look for patterns within your content to see which categories and keywords gain the most impressions. For instance, if you notice your "Quotes from impressive marketing leaders" post performs exceptionally well, you might want to lean more heavily into thought leadership content on Pinterest.

2。Repins

Repins是某人将您的PIN保存到自己的董事会之一的次数。

Repins are like a retweet on Twitter. It means that the user found your post both interesting and shareable. This action is more valuable than an impression because it counts as actual engagement.

与您的内容互动的人越多，在人们的搜索中出现的可能性就越大。

3.点击

点击是确定您的内容是否将受众推向网站的指标。如果您的目标是通过Pinterest的存在增加流量，则该指标非常重要。

The number of clicks and visits to your website from Pinterest can be found at the bottom of the 'Site Metrics' tab in Pinterest Analytics. Clicks indicate the action of a click, while Visitors signal the number of unique users visiting your site.

4.顶销

Pinterest内容的寿命很长。This means that your content can accumulate metrics over a longer period of time than they do on other platforms.

Your Top Pins will be useful in determining your best content over time. If you launched an extremely popular campaign that resonated with your audience a year ago, you'll be able to go back and see the actions taken on that content. You can use that information to inform the strategy of your next campaign.

5. All-time stats

To see what content formats have worked for your account in the past, look at your data dating back to your account's inception. This data includes your most repinned pins, pins that performed best in search, and the pins most engaged with your most engaged with pins of all time.

Like your Top Pins, you can use your best-performing pins to optimize new content and provide your audience with what they want to see.

6. Audience affinities

In this section, you will see a breakdown of the categories your followers engage with and the top boards to which your content is pinned. This will help you understand your audience and what attracts them to your content.

7. Saves

A save means that people like your content and are saving it for later on one of their boards while, simultaneously, recommending it to their followers.

Saves increase the reach of your post on Pinterest and may indicate that the user plans on further engaging with the content later.

This metric is key to understanding which content your audience is identifying with, which will enable you to build deeper relationships with customers over time.

Pinterest提供的许多其他指标对您的业务有帮助。请记住，什么对一家企业的Pinterest策略有效，可能对您公司的独特声音和定位不起作用。bob全站app使用分析可以使您能够测试不同的内容格式，这最终将为客户在品牌中的整体体验中增加价值。

看一眼The Ultimate Guide to Pinterest Marketingto learn more about how to use Pinterest for your business.

Editor's note: This post was originally published in April 2019 and has been updated for comprehensiveness.