How To Use Pinterest to Double Your Website Traffic
Why most people use Pinterest the wrong way, and how you can make sure you get it right
Not long ago, I wrote an article about why you should introduce Pinterest into your marketing strategy.
When it comes to Pinterest, a very important question to ask is: Why are you using Pinterest in the first place?
Pinterest can be an incredibly useful tool for attracting a bigger audience, as well as consumers to your products.
In fact, 66% of Pinterest users make a purchase after seeing a brand’s Pins.
Because of Pinterest’s power to influence purchases and taking action (something some social accounts struggle with), it makes sense to develop and maintain a strong Pinterest presence.
If you know me, you know I love data. Keeping an eye on analytics is critical for ensuring your content strategy is successful.
Additionally, JD Prater, an Ads Evangelist at Quora, wrote:
”Keep in mind Pinterest is all about discovery. Understand the Pinner’s journey and how it’s influencing future purchases — and not necessarily today’s.”
This is why today I want to explore Pinterest’s most powerful tool — Pinterest analytics.
Should I Really Spend Time on Pinterest’s Analytics?
Pinterest Analytics 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.
Remember, your goals should be built on specific questions you ask yourself about a specific strategy you are setting up in place.
Have you ever wondered:
- How popular your pins are among users?
- Which pins do users engage with the most?
- Which pins are less effective?
- How can you effectively tailor your Pinterest campaign to reach the appropriate market?
This is where analytics come in. To access Pinterest Analytics, you’ll need a business account, which you can find more info on here.
Business accounts must have a verified website listed, allowing Pinterest to track traffic between the two sites.
Accounts that have recently verified their website will not see any analytics data for a few days, while Pinterest begins collecting that information.
My number one Pinterest goal is driving traffic back to our website. With that in mind, I look at analytics to create a simple action step checklist I can follow.
This is what I am sharing with you today.
About the Analytics Dashboard
When you go into Pinterest Analytics, you’ll see the dashboard divided into three major sections — Overview, Audience Insights, and Video.
I love to have a look at all the different sections, but my favourite one is Overview, as I can filter the metrics I want to analyse.
As you see, one of the filters is linked to your claimed accounts, including all pins and Instagram alike.
The name of your website (magazine.etc in our case) represents the number of unique pins created from your website using the Save button, Pinterest browser extensions, or manual Pin uploads.
Clicking on this filter, you’ll get an idea of how much unique content is being added to Pinterest from your website — and in the graph, you’ll be able to see their impressions, click-throughs and so much more.
These pins are a good measure of how your website content rates in terms of shareability.
What I love about the graph is that it allows you to split results based on a variety of filters, even if I love to see how my website pins are performing (the ones in purple).
My top three metrics to look for:
- Impressions are the number of times your Pin has been viewed. This could be through a user’s home feed, category feed, or search.
- 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.
- Link clicks are what drive your users to a destination — which is, to me, one of the most important metrics. The destination can be your website, blog post, or another Pin.
Your Top Pins
At the bottom of your overview you’ll also be able to see your top pins.
Your Top Pins will be useful in determining your best content over time. You want to see which posts have proven to be incredibly successful? Top pins are our best bet. You can use that information to inform the strategy of your next campaign.
A Note on the Video Tab
We personally have not started using videos, so we are still playing with this tab — which looks quite empty at the moment.
However, our main goal is to drive people back to our traffic, so video it’s not our priority at this time.
Earlier this Summer, Pinterest introduced four video-related updates for creators and brands on its platform. The image-pinning platform revamped its video uploading tool to let influencers, content creators and brands seamlessly upload video content directly.
Pinterest introduced new video analytics for businesses to view lifetime views, so they can get insights into the performance of their video over time.
On Pinterest, videos surface and resurface over time and don’t disappear with a feed, meaning the lifespan of a video is evergreen.
The new video features include improved uploader, a video tab, lifetime analytics, and Pin scheduling.
The updated video uploader enables businesses and creators to seamlessly upload video directly to Pinterest to engage with new and existing audiences, and access the latest metrics.
Another relatively new tab is audience insights. This is split between your total audience and Pinterest’s audience.
Your total audience includes all users who have seen or engaged with any of your Pins in the last 30 days.
Pinterest total audience is global and includes everyone who has seen or engaged with any Pins.
I personally like to look at my audience, as there is plenty there to look at. Demographics, location, devices, and gender are surely very interesting, but my favourite metrics include categories and interests, as they help me shape what my audience wants to see.
Take some time looking at the top categories and interests and see if your Pins reflect what your audience is looking for.
The Most Important Metrics for You to Track
As I mentioned, I love data — so I love being able to have an in-depth look at my performance.
Despite finding Pinterest’s own analytics good, we personally use Tailwind analytics to track our Pinterest efforts.
Tailwind is a Pinterest and Instagram scheduling and analytics tool that allows you to schedule Pins, join Tribes and much more.
Regardless of whether you are using Pinterest native analytics, or looking at other platforms, I would always recommend to look out for these metrics:
Your Top Pins will be useful in determining your best content over time. You want to see which posts have proven to be incredibly successful? Top Pins are our best bet. You can use that information to inform the strategy of your next campaign.
Top Boards (Tailwind only)
This is something you can see in your Tailwind account. It’s a 30-day look at the boards Pinners are seeing your pins from, pinning your posts to, and clicking your pins from. Knowing how Pinners are sorting and discovering your content is invaluable intel for your content strategy.
Pinterest impressions include the number of times your content appears in a user’s feed, search results, or a different category feed. Instagram impressions may be a bit flimsy at the moment, however, Pinterest impressions are a great and reliable insight.
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.
Repins are the number of times someone saves your pin to one of their own boards. It means that the user found your post both interesting and shareable: this can show you which content people love, and which one you should keep on putting out there.
Extra brownie points for resharing the same link in a new pin with a different graphic.
As I mentioned before, clicks (especially to your website) are one of my favourite analytics to look out for. Clicks are the metric that determines whether or not your content is driving your audience to your website. This metric is extremely important if your goal is to increase traffic with your Pinterest presence.
Shape Your Content With Analytics
Now that you understand the analytics, I suggest you open a fresh spreadsheet and add all the metrics that represent your goal.
Since we are looking to drive traffic, our key metrics include:
- Top Pins
- Click links
- Click rate
Once you have your metrics, ask yourself: how can I track my growth based on these metrics?
In Tailwind, you can look at your Pin Inspector tab, sort by “Repins” in the last seven days, and see what boards are still driving engagement versus those that may not be.
On Pinterest’s analytics page, check out your Pins with the top impressions versus Pins with the most clicks to see the difference between those Pins that are driving awareness versus traffic.
Then spend the next 30 minutes brainstorming 10–30 similar pins that can help you drive better traffic to your website.
This is how we are tracking our performance — depending on your goal, you’ll adjust accordingly. Obviously, each company is different, but it’s time to set trackable results for yourself and your brand.