If you’re a Pinterest user, chances are you received an exciting little email a week or so ago announcing the launch of Pinterest Web Analytics. Before now the only way to monitor engagement and activity on Pinterest has been to check through the activity log and make assumptions, or pay for third-party Pinterest analytics tools.

Features

Pinterest Web Analytics allow brands to track their audience's Pinterest activity
The new Pinterest Web Analytics allows users with verified sites to learn how their pins are performing, find out how many people are pinning from their website, seeing their pins and clicking through to their websites. Analytics allows you to track your audience’s activity on Pinterest and see trends in your numbers in any specified time frame.

The Site Metrics tab displays four graphs showing pins, repins, impressions and clicks. Actions are charted in blue, people in orange. Pinterest Web Analytics allows you to see the average daily number of actions or people performing those actions during the date range selected as well as the percentage change in the metric compared to the previous date range.

The other tabs are Most Pinned, Most Repinned and Most Clicked. This will show you the pins that are most popular, who pins and repins your content, and what other pins those users have pinned. The learnings gained from analytics allows you to tailor your website and Pinterest boards, as well as creating some ‘more of the same’ pins. Handily, you can also export a .csv file with all of the data from your site metrics page to use as you wish.

Pros and Cons?

Pinterest Web Analytics is a free tool that gives you meaningful insights into how your Pinterest community is engaging with your content. The data given is pretty basic, there is no socio-demographic or location data given for example, so many third-party analysis tools are still a more comprehensive option. Pinterest’s Analytics tool is a positive first step in considering your site’s engagement if you’re not already using any kind of analytics on Pinterest. You will be able to monitor peaks and troughs in activity, curate your content more effectively and evaluate the value and ROI of your business’s Pinterest presence.

One of the downsides is that Pinterest Analytics currently only shows information about your own content as opposed to other people’s content that you’ve repinned. This isn’t the best use of Pinterest anyway so the platform really is encouraging users to pin unique content. Also, the data only goes back as far as the date your site was verified, which wasn’t possible before November 2012. This is similar to Google Analytics, tracking can only commence once your site is tagged up. So if you’re site isn’t verified yet, now’s your reason to do it!

Pinterest is a pretty cool social network that is great for brands that are more visual in nature. Pinterest describe themselves as a tool for people to collect and organise things they love. Some studies have also suggested that this activity is a precursor to purchasing an item for many users. If this isn’t a good enough reason for a well considered and targeted Pinterest campaign what is? For more information about using Pinterest as a marketing tool check out my previous blog.