If you use Pinterest for your business, Pinterest analytics are probably your best friend. From showing you which Pins perform best to how much of your website traffic comes from Pinterest to how your advertising dollars are working for you, the importance of understanding your metrics is undeniable.
In 2021, Pinterest is making this even easier for you! They have updated their metrics for paid ads and organic content, with one of the most notable changes being the shift from monthly viewers to monthly views.
How does this affect you? Read on for everything you need to know.
Introducing the New and Improved Monthly Views
If you’re a Pinterest pro, you’re likely used to only being able to see the number of monthly viewers.
This number included people who may have Pins linking to your site as Pinned by you and others, but also views on Pins you saved that link to other people’s sites.
So it was never a good indication of how Pinterest was working to grow your business.
With the new update, the spotlight is on your content. You’ll see the total number of times your Pins appeared in search, home feeds, and other locations in the past month.
This includes the Pins you publish and Pins others have saved from your claimed domain or accounts!
By the way, not claiming your domain could lead to Pins from your site NOT being included in your monthly views (or on your Create tab on your profile).
Not verifying your site on Pinterest can also have a real impact on your Pin performance! In a February 2021 study of over 2m accounts Pinning in November and January, fully 80% of those consistently enjoying higher than average engagement rates had verified their domains on Pinterest.
Compare this with under 3% of the consistent underperformers. Claim your site now!
How This Helps You
In one of their recent Facebook Lives, Jeff Sieh and Tailwind’s Alisa Meredith discussed the benefits of the new feature.
First and foremost, it gives content creators more credit for their Pins and ideas. Now you will be able to see how well the content you work so hard to create is performing on Pinterest.
Secondly, it helps you as a business owner gain more accurate data. As we mentioned before — in the past, monthly viewers reflected views to content you have shared from everywhere. The new monthly views statistic only reflects YOUR content. That’s meaningful!
You can still view total Monthly Viewers by:
- Opening your Pinterest Analytics
- Selecting Overview
- Select “Monthly Total Audience” from the drop-down menu under “Performance Over Time”
Pro tip: Keep in mind that (most likely) Monthly Views > Monthly Viewers since Pinners who view one of your Pins will likely view some of your other Pins as well.
Other Updates to Pinterest Analytics
‘Close ups’ for organic Pins are now referred to as ‘Pin Clicks’
Pin Clicks represent when people click on your Pin to learn more. This only counts the number of CLICKS on your Pin, not Sideswipes as you may be used to.
‘Link clicks’ for organic Pins are now referred to as ‘Outbound Clicks’
Outbound clicks represent the number of clicks to your destination URL. This change in terminology creates more consistency between the terminology used for paid and organic content.
Metrics terminology will be updated to be the same between organic and paid metrics
This will make it easier to analyze all your metrics across Pinterest, regardless of whether it is paid ads or organic content.
The default metrics in your Business Hub and Analytics Pages will now show the performance of only Pins linking to your site.
These metrics will show the data for Pins you’ve published and Pins saved from your claimed domains. This will help you better understand which content drives followers to your page, traffic to your website, and conversions for your business. The performance of other Pinners’ content you’ve saved to your account will still be available via the ‘Include saved Pins’ tab in your Analytics graph filters.
What do you think about the new Pinterest updates? Let us know in the comments below
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