Are Pinterest Analytics Worth The Hype?

Today, Pinterest launched a free analytics tool for business accounts. (If you are new to Pinterest you might want to check out my beginners article that I posted a while back.) That's right, now everything you pin can be tracked officially.  Now this is nothing completely new as there are other Pinterest analytics sites out there. Those like PinReach, and Pinfluencer. However, this is an official application and comes from the Pinterest site itself. First off, in order to use Pinterest analytics you must be a Business user and have a verified website.  To verify your website on Pinterest please go here.

Pinterest Analytics & Impressions

What's important about these analytics is that they will make your life a lot easier to see what people are pinning from your site.  All the analytics pages are laid out in a pretty format.  What else would you expect, this is Pinterest here.  Another positive aspect is that you don't have to leave Pinterest to access these stats.  As Pinterest is such a visual site, I welcome the visual appeal of the analytics.  It gives you a great overview of what content is working and being able to monitor Pinterest impressions is a nice feature.

 

While this just launched TODAY, I am not sure what the "real" benefits of using this versus any of the other analytic sites will be.  You can see much of the same information by simply monitoring your referring traffic in your site analytics.   Another thing we are noticing is that Google Analytics gives you a deeper look at the content if you are willing to investigate.  Google Analytics tracks which exact pins are bringing you traffic. It also shows you from whom that Pin originated.  If you are interested in identifying who your key influencers are, then this is an important feature to have.

I have a feeling that Pinterest analytics is going to be a tool in our arsenal but it can't be relied on to tell the whole story.  We'll be sure to keep you posted.

At ConvertWithContent we love staying on top of these trends. In fact, it is our job.  We manage many Pinterest pages for our clients and would love to talk to you about how we can incorporate Pinterest into your content marketing campaign.  If you are interested please email us at support@contenzio.com.

Don't forget to follow us on Pinterest for all things Content Marketing.

 

Stephanie Frasco

Stephanie Frasco, VP Social Media Marketing, started helping businesses get results with social networks before Twitter even existed! Stephanie has worked directly with high profile clients like Oprah, Atlantic Records, Dashlane, The International Culinary Center, & many more. She specializes in helping business owners and marketers find massive ROI by developing targeted social campaigns focused on *engagement strategies* that work!

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Stephanie Frasco - March 13, 2013 Reply

Have you used Pinterest analytics yet? I’d love to hear your thoughts.

Stephanie Frasco - March 13, 2013 Reply

I received this question on my Facebook page in regards to this article and wanted to share it here as well.
Question:
Do you think pinterest will eventually limit our feeds to our followers like facebook did with business pages?

Answer:
Thanks. It is definitely possible, especially as they seek to monetize. Promoted pins are a possibility. However, what makes Social Media unique is that the true value lies in the community around the brand. As a business page you are only going to get as many repins as your initial community decides to give you. (There is trickle effect to their communities/networks as well).

However, there is still the opportunity to have content repinned and pinned from your site to people who don’t follow your brand on different networks. A strong content marketing campaign/strategy is key to get your content shareable, that way you are safeguarding yourself. Engage with your community and make sharing as easy as possible on your website.

Jason Clegg - March 13, 2013 Reply

Great post, Stephanie! It’s interesting to see Pinterest add on this new layer of tracking and analytics for users.

At the end of the day, the more tracking users can do across their entire network of content platforms, the more they can determine the overall value of each network.

As always, I highly recommend combining these types of analytics tools with your own CRM tracker (like Infusionsoft or SalesForce) to determine your actual *Lifetime Value* from each Lead Source.

-Jason

Stephanie Frasco - March 13, 2013 Reply

That’s a great point Jason. I guess you can never have too many tracking tools. Or can you?

Twitter Analytics - Convert With Content - June 20, 2013 Reply

[…] looks like everyone's getting into the analytics game.  We have Facebook insights, Pinterest Analytics, and now, even Twitter analytics.  This is great as a Social Media Marketer because one of the […]

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