Verify Your Website & Unleash The Power of Pinterest Analytics
If you’ve been doing any social media marketing for your business, you may already be aware that Pinterest can be very rewarding, both in terms of website traffic and brand recognition. But, how much do you really know about your Pinterest following? And how much of your “strategy” is just pinning by the seat of your pants? Unless you’ve verified your website with Pinterest, you probably aren’t keen to much, and you could be missing out on very valuable (and possibly game changing) information.
If you want to access the same type of information on Pinterest that Facebook Insights provides, take the following steps to verify your website:
1: On Pinterest, go to your menu at the top right corner and select Settings. Then, scroll down to where it asks for your Website URL. If you haven’t added it already, paste in your URL and then click “Verify Website.”
2: In the popup window, you’ll have two options for verification; you can download a file or use a meta tag. Today we’re going with the meta tag, which is simpler in my opinion. Click to get your code, then highlight and copy it.
3: Next, go to your website’s content management system. Today we’re showing you the steps with a WordPress site. Hover over “Appearance” in the left hand column and select “Editor” in the drop down menu.
4: Once you’re there, go the the right hand menu, scroll down under Templates, and click on “Header.”
5: Here you will see a bunch of code. Be careful not to click around in here willie-nillie or you could really mess things up. Just scroll down to where you see the closed head tag (</head>) and paste in your verification code just above it. Then, click “Update File.”
6: Once that’s done, you can go back to pinterest and click “Verify Website” again. Pinterest will then applaud your good work and give you a nice little check mark next to your URL.
While having this check mark may not directly affect your ranking in Google searches, it will help your pins show up in Pinterest searches. This will definitely have an impact on the number of users you can reach, and likely bump up your referral traffic as well. The main point here, however, is that you now have access to your analytics. (Although, your graphs won’t populate right away. It will take some time for Pinterest to collect data)
What Should You Look At In Pinterest Analytics?
The Pinterest analytics dashboard has four main tabs: Site Metrics, Most Recent, Most Repinned and Most Clicked.
At any time, you can adjust the data according to a specific time frame by selecting “7 days,” “14 days,” “30 days,” or custom dates. This will help you track the performance of specific campaigns or new images that were published on a given date.
Here are some of the metrics that I find are the most important to watch, and how you can use them to improve your marketing efforts on Pinterest.
#1: Site Metrics: Pins From Your Website
Your Site Metrics tab will have a lot of the most critical information to review about your Pinterest performance. Arguably the most important metric here is “Pins,” which shows the daily number of pins created directly from your website content. This will help you determine whether the images on your website are interesting enough for your visitors to pin to their boards.
If your daily pin numbers aren’t as high as you anticipated, it might be time to add more visual content to your site or incorporate the Pin It button on blog posts and product pages. If you do make some updates, give them about two weeks to gain traction and review your analytics again.
Under Site Metrics you can also see the number of daily repins your content is getting, which is another crystal clear indicator of Pinterest users’ interest in your content. Compare these numbers to your Pin metrics and you’ll get an idea of how well your content is resonating– not just with your followers, but with your followers’ followers. You can also find out exactly which pins are getting repinned the most by clicking on the Most Repinned tab. If you have just a few pins getting repinned like crazy, create more of that content to increase pins and repins.
You’ll probably notice that visuals that have bright colors, food, how-to’s, quotes, wedding suggestions, and/or long-form visuals, are common trends in content getting the most love on Pinterest.
Aside from pinning and repinning, you’ll also want to know how many Pinterest users are at least seeing your content and becoming familiar with your brand. Within Site Metrics, Pinterest gives you the number of impressions and overall reach of your content. Hover over any point in the graph and you can see how many users you reached, and how many times you reached them, on given day.
This data will shine a light on the value of your followers. For example, you will have a much larger reach if the users who follow you have 30,000 followers of their own as opposed to 30. So, if you’d like to reach more people, try to engage with users who have a ton of followers themselves.
#4: Clicks and Traffic
Pins and repins are all well and good, but at the end of the day, what we really want is traffic and conversions. To get the low down on Pinterest users visiting your site, you can look at Site Metrics and scroll down to Clicks and Visitors. This will tell you the total number of visits to your website and the total amount of people who visited. (If you have one super fan who loves your content you could have 15 clicks from only one visitor.) You can also use the Most Clicked tab to see exactly which pins are getting the most people to click and visit your site.
Some of your pins will drive repins and likes while other pins will drive traffic to your website, and your best pins will do both. Comparing these two metrics will give you a good understanding of what types of action your content inspires. If it’s traffic you’re going for, rather than repins, tailor your content according to what you see in your Most Clicked tab.
For further analysis, the data collected under each tab can be exported into an Excel spreadsheet but clicking the “Export” button.
Why Is This Important For Your Business?
You wouldn’t be marketing your business on Pinterest unless you knew it was worth it. But, did you know that each time someone pins your content to one of their boards it’s worth an average of 78 cents in additional sales? That figure comes from a study that concluded in November, 2013, and analysts say that sales-per-pin number is up 25 percent from the same time in 2012. Adobe’s Social Intelligence Report shows that site visits from Pinterest users yield 55 cents a piece in revenue, which is up 150% year over year.
So, it goes without saying that if Pinterest is a good fit for your business, it is absolutely worth your time, and verifying your website will be a big help.
Next: Promoted Pins
Pinterest is rolling out promoted pins to help you reach more and targeted users. Now– we’re not entirely sure whether being able to promote your pins hinges on whether or not you’ve verified your website, but it’s obvious that you’d have better insight into the success of a paid campaign if you’re running analytics.
Have more tips for analysing and optimizing Pinterest accounts? Do tell!! Let everyone know in the comments below.