Pinterest is about more than cute puppies and recipes; it’s a powerful tool that can drive a tremendous volume of traffic to your website or blog. Most users know how to search, pin and re-pin; however, understanding Pinterest metrics is what helps you understand what interest your target audience and keeps them coming back.
Pinterest makes it easy to share content, and now you can track the results.
First, you must have a Pinterest-verified website or blog. Without the verification, you won’t have the option to view the analytics. Verify by uploading an HTML file or by inserting a Pinterest verification meta tag into your blog or website HTML template.
The analytics button appears once you verify the website. This can be located under your account name, drop-down to “Settings” –> “Profile Info” –> “Website” –> “Verify Website.”
Pinterest analytics allow you to select a date range for review from the drop-down calendar. This is a handy tool that lets you view information for a period of 2 to 14 days.
Once in place, you are ready for these four secrets to getting the most out of your Pinterest experience.
Viewing Pins from Your Website or Blog
Brian Honigman of Social Media Examiner explains,
“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.”
When visitors at your blog or website see something worth pinning, (and that’s really what Pinterest is all about), they’ll have the option to pin your content. You’ll see the activity as a line graph that shows the number of pins and how many pinners thought highly enough of your content to save it to one of their boards and share it with their followers.
Pinterest is about visual stimulation first, and content second. Even the most fascinating content won’t merit many pins if it isn’t accompanied by great imagery; the image is what grabs the viewers’ eye.
There are Tricks for Using Images to Drive Traffic to Content
Shell Robshaw-Bryan for Social Media Today gives some encouraging news for Pinners who do want to promote content:
“Whilst Pinterest is very well suited to visual imagery, it is increasingly being used as a way of collecting primarily text based content, such as recipes and blog articles.”
Once you build a Pinterest following, you can post your own images and content to drive more traffic to your website or blog. By adding keywords to the images on Pinterest, you help make your posts searchable on the platform. For example, if you have a great blog post about how to make a macaroni necklace, by inserting “macaroni necklace” as a keyword, when you upload your own Pin, lets others on Pinterest find that post, and more important find your blog.
Pinterest Proprietary Analytics Aren’t the Only Show in Town
“Monitoring and using analytics on campaign activity is essential to understanding the interests of your audience and the effectiveness of your strategies,” explains Gabe Donnini for Marketing Land. There are other options besides the tool on Pinterest.
WP Pinner works specifically with WordPress, and it offers a bar-graph breakdown similar to Pinterest’s tool. Cyfe is a broader, dashboard-style tool with free and paid accounts. This option lets you break down analytics by campaign.
Donnini encourages paying attention to “Clicks per Pin,” “Re-pins per Pin” and “Average Visit Duration.” This data lets you see not just how much activity your Pins receive, but how much valuable traffic they drive to your website or blog.
When a Pin is Re-pinned, you might have a winner. When a Pin results in traffic directed to your site or blog, you are able monitor which content holds their attention best.
The attention of one Pinner, could gain visibility by many of his friends.
Helping Pinners Help You
Understanding how to interpret Pinterest metrics is one thing, but using that information to your advantage is something else entirely. Julianna Vorhaus of Tapinfluence recommends this to maximize your results:
“Yes, Pinterest is great for driving traffic back to your site. But you also want to make sure you are making it as easy as possible for readers to pin your content directly from your site. Adding the Pin-it button within your posts to pin worthy images is the best way to do this.”
Pinterest metrics are there for the taking, and setup only takes a few minutes. Once established, you’ll have a steady stream of information that helps guide your campaigns in the most effective way for your target audience.
Have you had success with Pinterest? We would love to hear what has worked for you in the comment section below.