The most important Pinterest KPIs

January 26, 2021

Metrics play an important role in figuring out what content users find engaging on Pinterest and how Pinterest campaigns perform with Creators. To help Pinterest users better understand how audiences interact with pins, Pinterest introduced new metrics, renamed and redefined some existing metrics in January 2021. Below, we’ll go over all of the key Pinterest metrics and the changes to each.

Content

  1. Who can use Pinterest Analytics.
  2. What are the most important Pinterest KPIs?
  3. Conclusion

1. Who can use Pinterest Analytics?

To access Pinterest Analytics, a Pinterest company account is required. To create one, there are 3 options:

  1. create a new company account
  2. link company account with private Pinterest account
  3. convert private account to company account

Click here for the instructions.

Sobald das Unternehmenskonto erstellt wurde, findet man oben links den Reiter „Analytics“ und kann dort Profil- und Zielgruppen bezogene Kennzahlen einsehen.

2. What are the most important Pinterest KPIs?

Followers: the number of users following a Pinterest account.

Monthly viewers: This metric on the profile page has been replaced by “monthly views”. Monthly views are equivalent to impressions. The monthly viewers can now be viewed via the Analytics overview, under “Total audience”. This metric corresponds to the total number of users who have seen or interacted with the account’s pins.

Impressions: How many times pins were displayed on a screen. This includes start feed, search results, different category feeds, and also repins of the pin on other pinboards.

Clicks on Pins (formerly Closeups): The total number of times the pin was clicked on content on or off Pinterest. This metric shows that the pin’s visuals were interesting enough for the user to take a closer look at them. Previously, this metric was called “Closeups” and has now been renamed for better understanding.

Outbound clicks (formerly clicks on links): The total number of clicks on the destination URL associated with the pin. A good click-through rate shows that people want to know more about the content and the built-in call-to-actions are working. If driving conversions is one of the primary goals, click-through rate is one of the best ways to measure ROI. This KPI has also been renamed for better understanding.

Interactions: The total number of interactions with your pins. This includes bookmarked pins, closeups, clicks on links, and scrolling through cards of carousel pins.

Marked Actions or Saves: Bookmarking a Pin shows that users not only find the Pin interesting, but also share-worthy, and save the Pin to one of their Pinboards for later viewing.

Video Views: The number of video views where the video was viewed for at least 2 seconds, as long as it was at least 50% in the field of view.

Average playback time: The average duration of playback when a user watches one of your videos.

Total playback time: The total playback time for that video in minutes.

Ten-second video views: The number of video views where the video was viewed for at least 10 seconds.

Pin Engagement Rate: The number of all interactions (including clicks and likes) divided by the impressions of the respective pin. In this way, the ratio of reach or impressions to interactions can be evaluated for individual pins.

3. Conclusion

The Pinterest Analytics are extensive and offer many filter options to find out the metrics you are looking for. At the same time, they are very clearly designed, so that you can quickly find your way around. Casual users as well as companies and Pinterest creators can directly collect the most important information about their own channel.

Pinterest Analytics and its key figures offer valuable insights about your own channel and especially about the influence on your own website, blog or store. Thanks to Pinterest Analytics, the success of your own Pinterest activities and measures can be tracked in the first step, and in the second step the “Audience Insights ” offer important insights into the interests of your own target group.

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