Last month I wrote that Pinterest is good for retailers but one thing that was missing is more data for businesses. Soon after my post, Pinterest launched a free analytics tool for business accounts which will be very useful for marketing. This option is available for business accounts, not for personal ones – just like Page Insights in Facebook.
Why is this important for Marketers?
Truth is, there are 3rd party companies which provide Pinterest analytics tools (and even more robust) but they are not free like this one.
Analytics will help businesses to figure out which products or services they’re pinning are converting into transactions – especially if a business sells directly on their website (ecommerce). Or you can start to see trends on when traffice peaks (or falls) so you can adjust your efforts on Pinterest to match that traffic for maximum traffic.
In addition, this could mean that ability to advertise on Pinterest is getting ready to become a reality. In today’s day and age, noone is – or at least shouldn’t be – foolish enough to spend money on advertising without having data available about the effectiveness of their advertising efforts.
Pinterest Site Metrics
When you log into your Pinterest business account, you’ll see several tabs: Site Metrics, Most Recent, Most Repinned, Most Clicked. The last three ones are self explanatory. But Site Metrics gives you info about:
- The daily average number of pins, and the daily average number of people who pin, from your website
- The daily average number of times pins from your website were repinned on Pinterest, and the daily average number of people who repinned your pins
- The daily average number of times your pins appeared on Pinterest in the main feed, in search results, or on boards
- The daily average number of people who saw your pins on Pinterest
- The daily average number of clicks to your website that came from Pinterest
- The daily average number of people who visited your website from Pinterest
You can also adjust the timeframe for these metrics so you can view them for a day, week or a month, etc. For further dissection, you can even export this data to a .csv spreadsheet.
In conclusion, I think anyone who uses 0 or plans to use – Pinterest for business purposes will find the new analytics tool helpful to make better social media marketing decisions.