Pinterest analytics tools help you track key metrics around how people are interacting with your brand on Pinterest. Having this data allows you to refine and improve your Pinterest marketing efforts. Analytics can also provide you with invaluable audience insights, which you can use to further optimize your strategy.

Here’s our guide to using Pinterest analytics, including a carefully curated selection of tools to measure success.

Benefits of Pinterest analytics

Here are six key benefits of using Pinterest analytics to measure success on the platform.

Meet your social media goals

Like any social network, you can’t just jump in and start posting willy-nilly. You need a realistic Pinterest strategy, complete with the goals you want to achieve. These goals underpin (no pun intended) your whole strategy. They determine what audience you target, what content you post, and what form that content will take and tone it will use. (Here’s our post on setting smart social media goals for more on that.)

Pinterest analytics lets you measure whether or not you are achieving your goals on Pinterest, and helps you demonstrate how Pinterest contributes to your overall social media return on investment (ROI).

Keep tabs on the competition

One of the main benefits of social media is how public it is, which makes it easy to see what your competition is up to. You can use Pinterest analytics to dive deeper and quickly identify your main competitors on the network by seeing which other brands your audience engages with.

By then reviewing these competitors’ Pins, you can see which content your audience likes and responds to, and use those insights to build up a more complete picture of your audience that will help you to compete for clicks and eyeballs.

Get actionable website insights

Your Pinterest strategy should always be aligned with your overall social media and digital marketing strategy. Pinterest analytics let you gather insights you can use to improve your website based on how people interact with the Save button (formerly the Pin it button). You can also track which content from your website is shared on Pinterest by people using the Save button to add your content to Pinterest.

Track referral traffic from Pinterest

A common goal of any social media campaign is to drive traffic to your main website. Pinterest analytics can tell you exactly how much referral traffic you are gaining through Pinterest. This can help strengthen your case for using the network or when asking for more marketing budget or resources, as well as highlighting where you need to make improvements to drive more traffic.

Create better content

Your success on Pinterest, as with all social media networks, largely depends on creating high-quality content that your audience wants. Pinterest analytics let you understand how people interact with your Pins, which enables you to duplicate successful content, cut what isn’t working, and further optimize what is.

Understand your audience

Pinterest analytics also provide insights that can help you to not only refine your strategy, but also better understand your customers in general.

With Pinterest, you can access detailed demographic data about your audience to help you understand who they are and what interests them.

The unique visual nature of Pinterest—and how it’s as much about discovering new things as searching for something specific—lets you build up a more complete picture of who your customers are in general. That helps Pinterest more than pull its weight as part of your social media strategy, and contribute to your overall business goals in a meaningful—and highly visual—way.

The next section will show you how to put this into action and track your Pinterest analytics.

8 metrics to track with Pinterest analytics to measure success

Pinterest analytics let you track and measure specific things to determine how your Pins are performing and ultimately impacting your bottom line. There are three main areas to focus on:

  • Pinterest profile analytics
  • Pinterest audience analytics
  • Pinterest website analytics

While there are overlaps, the different metrics you can track for each of the Pinterest analytics sections are outlined below.

Pinterest profile analytics

This is how the content of your actual Pinterest Boards and Pins is performing.

1. Impressions

What it measures: The number of times your Pin showed up in the Home Feed, search results, and category areas. The more content you pin, the more impressions you’ll get.

Why it matters: An impression is a view of your content. It…