Pinterest has finally launched an analytics tool, making it easier for you to collect metrics around the way consumers interact with pins originating from your website. Pinterest Web Analytics will provide you with information about how many people have pinned from your site, how many people have seen those pins, and how many people visited your site from Pinterest.
With this tool, you’ll be able to determine if the information and content you’re sharing on your website or blog is resonating with an audience (and if so, which audience) as well as what’s not working. But before you can get started, there are a couple of steps you must take to prepare your website and Pinterest account. Below, you’ll find more details about Pinterest Web Analytics and what you must do to get there.
1. Verify Your Website
Before you can start collecting data about pins, you’ll first have to verify that you own the website listed on your Pinterest Profile. This is required because in addition to showing you data about the pins you’ve shared, you’ll also be able to track metrics across pins that have originated from your website — i.e. content pinned by your customers.
Introduced last November, the website verification feature was launched as part of Pinterest’s ongoing fight against spam. Many businesses, especially larger brands, have had to deal with fake profiles and imitators. While website verification won’t rid the Internet of spammers, it will help your customers and fans distinguish between real accounts and the fakes.
The verification process involves downloading an HTML file from Pinterest and uploading it to your web server. Although it’s a pretty quick and easy process, we recommend checking with the person or team who handles all of your website’s back-end needs. Once verified, you can move on to the next step.
2. Request Access to Pinterest’s New Design
In January, Pinterest announced that it had begun testing a new design, featuring bigger images and better navigation. As part of the revamp, the company combined navigation with category options into a single button. This really helped to clean up your homepage and put more focus on the content.
Additionally, Pinterest put more emphasis on individual pins by increasing the image size and surrounding it by helpful content. Now your visitors will see pins from the same board, other boards this pin was pinned to, and many more related pins. Although small in scale, these changes could have a significant impact on discovery.
Pinterest is still tweaking the new design, but you can switch back and forth between old and new at any time. To do so, visit your profile and click on the drop-down menu below your name. There you’ll see an option to switch to the new look. You’ll notice that not much has changed aside from what we noted above.
3. Discover Your Analytics
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Now you’re ready to dig in to your analytics. Just as you did in the previous step, click the drop-down menu below your name and select “Analytics.” This is also where you’d go if you’d like to switch back to the old design — however, you’ll no longer have access to your analytics if you do.
By default, you’ll first land on Site Metrics. Here you’ll be able to view the daily average of Pins and Repins from your website, impressions, reach, clicks, and visitors. The calendar in the top left corner lets you customize a date range; however, it’s somewhat limited — we found that we could only go back to November 2012. And for anyone used to Google Analytics, you might feel that the date selection process is a little wonky as well.
In addition to Site Metrics, you can also check out the most recent pins to come from your site as well as most repinned and most clicked. In some cases, these tabs will be blank. This is because the calendar automatically defaults to the current date. You might not have had any Pins come through today, but you can adjust the date range to cover a wider time period.
Pinterest Web Analytics is still new, meaning you might run into some bumps along the way. It’s likely that the company will pay close attention to the early feedback and make tweaks for future iterations. We’ll be sure to keep you updated as new features and updates are released.
[Image credit: Steven Depolo]