The Best Pinterest Metrics to Track and Measure Performance
Pinterest, since inception, has been one of the most interesting social networking platforms (and pictorial search engines) for brands, bloggers, influencers and others looking for inspiration for their next big or small project.
Although the Pinterest business page allows brands or businesses to benefit from the storage of content ideas, the ultimate goal for most Pinterest users is to gain traffic to their website. Depending on other sub-goals a brand might have for using Pinterest, to measure performance, the following metrics can be effectively identified and tracked with the help of a social media marketing agency.
Traffic referral
One of the amazing benefits of Pinterest is its powerful traffic referral ability which has been doing a lot of good to millions of websites owners. In fact, Pinterest is the third largest platform offering such undeniably powerful traffic referral. This is definitely one of the most vital metrics that need to be tracked. However, although Pinterest has the power to boost traffic to a website, website owners should still work on other ways to drive traffic as well as ways to measure performance overall.
Post repins and saves
Post repins and saves is a major indication that Pinterest users are interacting with a published post. Pinterest typically thrives on shareable contents. If a user feels your published content is relevant immediately or for future use, it will be saved or repinned to their dashboard – which the smaller followership of that user will also get to see it. This will result in increased impressions (which are the total number of people that saw the content as well as reach).
This Pinterest metric allows users (with a Pinterest business account) to know the number of users that saved or repinned their published content. It is also a simple way to know which content is generating the most activity and those that are performing badly. This will also help to determine the kind of content that should be focused on in future and those that will increase interests from your audience; as the interest of users changes often.
Page views
The page views of a Pinterest page gives insight into the growth of the brand (brand visibility) on Pinterest or a decline in brand visibility. How many times has a page been viewed in a week, in two weeks, in a month, three months, in six months or a year? These are important questions that need to be asked which would prompt you to dig deep into drawing out such metrics to better understand if the brand’s visibility is growing on Pinterest or not.
Asides Pinterest users not viewing a page, another reason why a page might be experiencing low views could be when pins that ought to redirect to your website are marked as spam. Once this is consistently tracked, you can look into such problems quickly.
Comments and likes on pins
The comments and likes on your pins is also a key Pinterest metric to track. It is also another way other Pinterest users can interact with published content. Comment and likes on your pins or repins can also be used to measure a brand’s online visibility. The more likes and comments received, the more visibility your brand gets.
Reach and impressions
The reach and impression of every post published on your page is also an important metric to track. Reach gives insight into the number of people that see a pin while the impression is the number of times Pinterest users saw your pin.
Pins shared from a website to a Pinterest board
If you are using Pinterest to direct traffic to your website, you should also consider installing a plugin that allows website visitors to create and share pins, with images on your website, to their dashboard. This is also an important metric to track because it gives brands an idea about how well their content is performing on their own website as well as an increase in traffic referral and brand visibility (when pinned to the board of a Pinterest user).
Performance in Pinterest search results
One of the amazing benefits of the Pinterest search tool is that users do not have to rely on long tail keywords to find your posts. Rather users rely heavily on smaller keywords. This implies that brands need to be mindful of using the right keywords that their target audience is going to use when searching on Pinterest in order for their brand’s content to perform better in the search results. Find out why such pins are performing very well and replicate it in subsequent pins.
Performance in other search engines search results
Another perk of Pinterest being one of the largest social networking sites with incredible traffic is that the Google search engine, as well as other search engines, rank contents from the platform high. One of the things that Pinterest does to improve their ranking is to flag down Pinterest pages with website links that are spammy. With this, more content on different Pinterest pages can rank better on Google search results.
Tracking how often your brand’s content pops up on the Google search result is also an important metric to track. The implication of this is that your content is both Pinterest worthy and Google search results worthy. You should consistently track the number of pins that performs very well. Try to dig deep into the possible reasons why they are performing so well and replicate that in other posts and subsequent ones.
Followers and their demographics
This is also an important metric to track down on Pinterest. The number of followers is always the first thing that most people check when they want to know if the brand is serious or if the brand is truly an authority in the niche they post pins about. Even if numbers are not important to you, consider putting effort to increase it and track your daily, weekly, monthly followers growth. Another important thing to track down is the demographics of those following your page. This gives you insight about the type of audience you have and guides you on the kind of contents you can share with them.