Pinning Down Your Audience: How Pinterest Analytics Can Influence Your Website’s Content Strategy

Now that you know all about the advantages of using Pinterest for your business, how can you tell if the content you’ve created and shared is attracting customers to your website? How do you know if anyone’s actually using that “Pin It” button? Sure, you could always check your referral traffic in Google Analytics (GA), but there’s a way to get even more data than what GA alone will give you. Pinterest isn’t just for fun—there are ways to measure your success and shape new strategies if you have a business account! A business account gives you access to Pinterest Analytics, which can provide a lot of insight on how to adapt your content strategy based on specific user interests and trends.

If you haven’t configured your account as a business account, you’ll want to do that first. While a business account will automatically give you data specifically for your Pinterest boards alone, you’ll want to attach Pinterest Analytics specifically to your company website so that you can monitor pin-able content originating from your domain. To get this data, you have to verify that the site is yours; Pinterest will generate a unique code that you have to insert into your website’s HTML. Once that’s in place, head on over to analytics.pinterest.com to start mining information through the “Activity from [your website]” tab.

Once you’ve shared content on your website with your Pinterest audience, you can start to use some of these Pinterest insights to help refine your website’s content strategy.

Counts of Impressions, Repins and Clicks

An impression is a count of how many times a pin is displayed in user searches; a repin is a count of how many times a pinner has added your content to their own board, and a click is a measure of how many times a user arrives at your website through a shared pin. In other words, clicks send quality traffic to your website, and that’s what you want! Remember that you can only get clicks if you’re getting impressions, so you’re going to want to optimize those pins for

search (which we’ll discuss below). If you have a high amount of impressions but few clicks or repins, it means that your content is showing up in user searches, but isn’t convincing pinners to take a closer look. Drilling further into Pinterest Analytics can help you figure out why users aren’t clicking.

Audience Interests

If you want to get a better feel for what pinners are looking for, check out the Your Audience tab, then click on Interests. Here, you’ll be able to see the different subjects and categories your followers are interested in. Are the subjects of your website’s posts aligning with the interests of your audience? Are there other, related interests being identified that you haven’t thought about speaking to yet? Use those interests to fuel ideas for future blog posts or content! Say you’re a coffee shop, but a lot of your audience is showing an interest in tea. Stop focusing on flavored seasonal lattes and blog about your tea selection for a little while! Pin your content to your boards, making sure it links back to your site.

All-Time Highs

Once your website is linked, you’ll be able to see your all-time best-performing pins. Here, you’ll see what has been pinned the most and what shows up in searches most often, and you can start to analyze why. Do these posts have a well-optimized description? Make sure you’re using the Pinterest Widget Builder to craft automated, keyword-rich descriptions that will be applied to pins users curate from your site. The Pinterest algorithm uses pin descriptions to judge relevancy, so be specific. For example, instead of describing a new pin as “cupcakes,” use the more accurate “lemon cupcakes with strawberry filling and homemade vanilla buttercream.” Hashtags have even started to appear on Pinterest, so don’t be afraid to use them! Don’t forget your original image files, either; those should also have optimized names. Pinterest content can show up in a Google search, possibly even above your organic website results! Help Google find you with optimized image names. Analyze the results of your all-time highs: Are your optimized pins getting the highest impressions? What keywords are drawing impressions or clicks?

Identify Power Pins

“Power Pins” have a high combination of repins, likes, comments, sends, shares, clicks, and other interactions. They’re the pins that are creating a buzz. Are you surprised by which content is receiving the most attention? If so, focus more on creating content that follows a similar vein. While Audience Interest can help you expand into areas you might not have explored before, Power Pins can help you narrow down what’s already working for you, so you can take advantage of it.

Pinterest Insights

Pinterest is not going to let you flail around; it wants your brand to be successful on its platform (hey, your success is their success!). In order to help you, Pinterest has scattered tips across their Analytics tool that will help you polish your pins and better connect your audience to your website (and vice versa!). Each tip will link you to an article in the Pinterest Help section that thoroughly explains how to take advantage of it. Listen to Pinterest, reap the rewards.

This is by no means a list of all the things you can find in Pinterest Analytics, but hopefully, it will give you a better idea about how to adapt your content to interests and trends. The great thing about a Pinterest Analytics account is that it gives you access to more emotional data than just a Google Analytics profile. With the ability to tap into users’ related interests and passions, you’ll be well on your way to capturing more site traffic and interested consumers through a fun-to-use digital marketing tool.

Still not sure about the role Pinterest can play in your website content strategy? Don’t worry – that’s why we’re here. Our expert content and social teams can help you mine Pinterest Analytics for the most actionable, useful data. Just say the word!